Behind the Scenes of Product Labeling

As an average customer, were you aware that labels describing benefits and promises about a product are not always factual? This is not always the case, however at times some companies identify promises to their product as a strategic way to benefit the company itself. In the reading, Eco-promising: communicating the environmental credentials of your products and services, it was mentioned several times that customers are interested in the benefits they can receive from buying a product. Knowing that they are doing well for the environment, by purchasing a particular item that says “I’ve been recycled,” is known to entice customers shopping behaviors. Customers want honesty and this simple element is a key factor in brand loyalty. Greenwashing is a concept put on a label to identify and advertise a product. Greenwashing is an environmental title that is unsupported by truthful facts, which is why it has become an issue in the PR component of the business.  Advertising and PR have been known to take advantage of this by listing false details about products in order to increase sales. The job of advertising and PR is to make products sellable by drawing in customers with items that satisfy their needs. In the reading, The Greenwash Guide, some indicators of greenwashing to be aware include that of:

·         Fluffy language

·         Over the top unrealistic images

·         Unnecessary data that does not relate to the product

Here are two examples of product claims: 

WORST Product Claim: Nike Shoe Advertisement 
The main indicator of this advertisement add, as being the worst product claim, is the over the top unrealistic location of the shoe, this was made known to me by the reading, The Greenwash Guide. There were two paragraphs underneath the image describing unnecessary information about the shoe itself. Too much information distracts the shopper and they end up ignoring the product. The method to produce this shoe was a textile dying process.



BEST Product Claim: Green Winter Boots 

This advertisement has a recognized “green” name. Having a recognized image or name is an indicator of a truthful advertisement according to The Greenwash Guide. The description of these green winter boots was simplistic. The details indicated that these “comfy snow boots are easy on the eye as they are on the planet.” The fabrication description included: quilted nylon shaft, soft faux-fur trim, and an outsole made of “partially” recycled rubber. In the reading, Eco Promising, research shows that providing too much information about an item causes customers to ignore that product and move onto the next. We don’t want to confuse the customer and this ad is a good example of a product claim.





With the standardizing of environmental claims, at first might this might dilute transparency in some ways; however, the drive to communicate factual environmental information with manufacturers and businesses is significantly improving in our society. Over time, this process will improve. Businesses are said to be increasing the amount of resources and environmental tools to incorporate products that will enable them to have eco-friendly product information on labels. According to Eco Promising, this drive towards “organic sourcing” has reduced the amount of pesticides and synthetic fertilizers used to produce garments. In the future, there will be more communication about environmental factors. Ultimately, consumer safety is being served in standardization. Without customers spending habits, PR and advertisers would not have the jobs they do today. Environmental messages and eco-printing is said to increase sales and gain competitive advantage. The key is to be honest and label products accordingly.