Do Good vs. Feel Good

Green Marketing.

In the 21st century the term is synonymous with right living (or responsible living) and the use and prevalence of these labels and descriptions has risen exponentially in the last decade. But the question remains -- are these labels representative of actual change (products and services that are actually better for the environment?) or are they a marketing ploy to distinguish and market goods and services to appeal to certain values held by consumers? In other words are eco-labels a Do Good mechanism or a Feel Good mechanism.

The idea behind eco-labeling is that these certifications verify that a product/service meets specific standards. These labels, then, represent third party validation -- an apparently objective method of determining whether or not a product or service is green. All labels (with the exception of food and hazardous material labels) are voluntary as all certification processes have been created and are administered by private enterprises (at least in North America).

For example, any structure built in North America can volunarily apply for a LEED rating system classification. This system is based on a point system that allows builders (etc.) to tally up the number of environmentally friendly products/methods that were incorporated into the construction of that building. On the surface it appears that a LEED rating would prompt builders into executing more sustainable methods of construction. But that is not the reality. As a privately owned and operated classification system (that is now widely used and accepted across North America) the LEED system weights each construction decision equally.

What does this mean? It means a designer could opt to use concrete (a product that can be the best environmental choice in certain conditions) in order to create better lighting conditions (bounced light means less light energy is required to illuminate a room -- this cuts down on energy required, which, obviously, is also a more sustainable approach to construction). However this choice would not be rewarded under the LEED system. However, a designer who opted to add in ceiling tiles (classified as MORE environmentally friendly than other ceiling tiles) would be given a point under the LEED system. Even though the LEED system is an effort to produce more sustainable buildings, the very nature of its point system means that more sustainable construction decisions are often neglected for less sustainable decisions that will offer more points (thereby classifying the building as more environmentally friendly).

Can you see the conundrum?

While eco-labeling arose due to consumer demand, there are major flaws in these systems. As privately run classification systems there is no set, national standards that must be followed, no conclusive buy-in to the system (they are all voluntary) and there is no true objectivity in setting the standards (as seen by the skewed point system that defines LEED).

As such, consumers are being sold a bill of Feel Good, rather than being offered truly constructed and produced goods and services that Do Good.

This is not to say there are not truly sustainable products and services availabe on the market. However, there is a distinct difference between environmentally friendly and green marketing -- a difference more consumers need to be made aware of.