Green Seal Unveils New Brand Identity For Consumers

Green Seal®, a global nonprofit, unveiled a new brand identity to help consumers cut through greenwashing and identify products that are safer for people and the planet.

“Since pioneering the ecolabeling movement 35 years ago, Green Seal has transformed the sustainability of away-from-home products through widespread adoption of its comprehensive certification standard by government and institutional purchasing leaders. Now, the ecolabel is turning its expertise to the household products market,” according to a press release.

“The new identity is the first step in Green Seal’s commitment to taking bold action to align the consumer-packaged goods and retail communities on the core elements of safer and more sustainable products. These core elements include safer chemicals, responsible sourcing, low-impact manufacturing, sustainable packaging, and verified performance and claims,” the release added. “Defining and driving consensus on criteria for these elements across the industry is a key step in reducing confusion in the marketplace that hinders consumers from putting their wallets where their values are.”

Green Seal CEO Doug Gatlin added: “We designed our new brand identity to address a much more mature marketplace for safer and more sustainable products than existed when we launched. This identity is an outward reflection of our deep commitment to providing clarity, transparency, and meaningful impact to the growing segment of consumers seeking more sustainable options.”

Green Seal designed its new identity with leading brand consultancy Interbrand and extensive input from consumer-packaged goods brands, retailers, and consumers. The development process included two national consumer surveys to identify the product attributes shoppers most value, their knowledge, sentiments, and needs regarding certifications, and their reactions to the new Green Seal mark.

The new certification mark includes a descriptor to educate consumers on what Green Seal certification means, which the organization’s research shows help improve shopper understanding of the purpose of ecolabels. Brands can use the descriptor to convey that their Green Seal-certified product “meets a high standard for protecting people and the planet.”

Visit: https://greenseal.org/.