There is always a lot of discussion about the green credentials of companies; the motives, the reality, the actual outcomes etc!  Often companies promote eco-labels or standards and third party endorsements.   Although this certainly is a step in the right direction, they are often too confusing. Some are better than others, but what do they really tell the consumer?

It is quite difficult for a consumer to know or understand; or to distinguish between authentic claims and those that are simply phoney; or evaluate between valid green claims to decide which product or service may be better?  Is it worth that extra few dollars?

Triple Bottom Line reporting or 3P’s (People, Planet, Profit) has been discussed for as long as I can remember.   I am not sure that I have ever seen such reporting systems implemented, certainly not in SME’s.   Many of the larger global companies understand that sustainability can drive competitive advantage and consequently they report environmental performance.   However, I do not believe that this message has filtered down to the smaller enterprise level.

An exception perhaps would be the Building Services sector.  This has been largely as a result of NABERS and GBCA.   The difference here however is the substantial market benefit of building green.  Higher rents and asset values are real tangible incentives.   In other words, this value is driven by the end user who believes that a green building offers substantial advantage and subsequent value.

So, could we assume that the end user doesn’t believe many of the eco labelling or green claims in the consumer market?   Or is it that the value hasn’t been adequately communicated?