UL combating Greenwashing
January 29th, 2009
Green Biz published an article describing the entrance of UL into the Green Certification area as a “key growth strategy” for their business intended to combat greenwashing.
I have many years of electronics industry experience in a previous life, so I offer my perspective on UL. You provide them with your test results with an exorbitant fee (because it is an electronics industry requirement) and you are Certified! Rubber stamped based upon their previously-defined qualification criteria.
How would that model translate to the dynamic and extremely diverse eco-business climate? Would standards be flexible enough for innovation?
Another model is to bring together interested and knowledgeable constituents, both public and private, without the bias of a profit motive, to develop standards using already-accepted methodologies.
An example of this is the process used by various committees of the CCX (Chicago Climate Exchange) to establish “protocols” for use by verifiers when an entity wants to sell carbon credits on the exchange. With significant investment sums at stake, they seek to establish a trustworthy valuation mechanism necessary for the proper functioning of markets.
In my opinion, a similar approach would be a more valuable, transparent, and flexible method to evaluate eco-friendly claims. This is an important issue in the eco-business community, and I would like to hear from you whether you agree with my premise, or disagree, believing UL can provide a valuable contribution. If not them, who?
Posted in Business, CCX, Certification, Greenwashing |
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February 2nd, 2009 at 7:35 pm
It’s funny that you mention CCX as a group that doesn’t have a profit motive, when it’s founder, Richard Sandor, was quoted as saying the following in the WSJ article from 3/13/2008.
“I am a capitalist who runs a business and has to deliver value to shareholders.”
“I consider myself to be an environmentalist, but I divorce those sentiments from my day job.”
No profit motive there, eh? If you want more examples, let me know.
February 3rd, 2009 at 7:36 am
Thanks for the comment, Jonathan.
Clearly, profit plays a role in all organizations, for without it, no resources are available to accomplish important objectives, whether environmental or otherwise.
The certification piece of the environmental movement is evolving, and I am confident the voices of this community will help establish a meaningful and comprehensive approach to green vs. greenwashing.
February 3rd, 2009 at 9:32 pm
Personally, if UL can do for environmental claims what they have done for fire/electrical safety for the last 115+ years, they may add a significant amount of legitimacy to the marketplace. People need to know at a glance (much like the fire/electrical safety) if something should be put in their home. As consumers get more educated, more information can be presented…but now, we are dumb and don’t understand the nuts and bolts. UL can hopefully help us make better decisions.
February 9th, 2009 at 8:16 am
Hi, cool site, good writing