Consumers who care about a cause are more likely to pick up a product that is affiliated with or identifies with said cause.
For example, environmentalists are more likely to reach for a product that is certified organic and animal-rights activists are more likely to reach for a “Cruelty-Free” product.
Even if your company aligns itself with a mission, it may be hard to become a certified product, and there are often many, many hoops to jump through to achieve certification, but taking the steps to achieve the certification may pay off in a big way.
When given a chance, 83% of customers reach for a product that is labeled as being environmentally friendly.
Studies show that consumers often make purchases based on emotion. If your company’s values align with environmental or animal causes, it would be wise to seek eco or cruelty-free certification.
Achieving special certification is often a lengthy process, but it’s one that may pay off in the end.
There are currently more than 400 products on the market that have achieved special certifications.
There are many types of labels your company can aspire to achieve.
Single-attribute labels focus on one environmental issue, such as sustainable product sourcing.
Multiple-attribute labels are labels that have been certified in more than one area.
In order to be certified, you’ll likely have to be certified by an independent-third party company. The company will likely audit your materials list and suppliers. You’ll need to prove your product(s) are “green” or “Cruelty-Free.”
Some companies choose to self-certify their product, however, self-certified product labels or emblems often carry less credibility. Consumers are becoming more aware of certification emblems, so self-certification should be done sparingly.
If your product meets the criteria for an eco-label, take the steps to become certified– It will likely pay off and you’ll have a brand conscious consumers trust.
