Advances in mobile technology are increasing the number of consumer products with smart barcodes. Although this development is encouraging more sustainable products, Organic Monitor believes the implications are far reaching and could eventually lead to the demise of some eco-labels.
Eco-labels currently play an important role in marking sustainable products. Indeed, green symbols and logos are becoming ubiquitous on foods, cosmetics, household cleaning products, textiles, furniture and even toys. However, some consumers are becoming disillusioned with eco-labels because of the shortcomings of many standards and the lack of transparency. According to Organic Monitor, a growing number of consumers are now turning to mobile technology applications to meet their informational needs.
Mobile devices enable consumers to get a wealth of information on products from their Quick Response (QR) barcodes. Consumers seeking sustainable products can get details on the product's environmental, social and even economic footprint whilst shopping. Some brands allow consumers to use the barcodes to 'track and tell' the product origins.
Organic Monitor sees US-based GoodGuide as a frontrunner in mobile technology applications. By downloading the smart application on their mobile phones, consumers can get details on various health, environment and society parameters of their products. The GoodGuide gives ratings for almost 100 000 consumer products and companies. According to this app, Horizon Organic milk has lower environmental rating record then Nesquick strawberry milk. In the personal care sector, Nature's Gate natural baby shampoo is rated as more toxic than Johnson & Johnson's conventional shampoo. By rating products on various criteria, it highlights the shortcomings of many 'sustainable' or eco-wise products.
As consumers become information savvy, they are demanding more from products. The major advantage of mobile technology is that it can give a holistic picture of a product's sustainability credentials. Whereas the shortcoming of most eco-labels is that they look at some ethical/ecological aspects in isolation. By 'naming and shaming' brands, product rating systems like those of the GoodGuide also encourage companies to develop products that live up to what they say. Companies with organic products are now looking at social aspects, while those with fair trade products take environmental considerations more seriously. The technology is also making other sustainability indicators, like carbon emissions and packaging footprint, prominent.
Consumers are likely to benefit from greater transparency and accountability from brand owners; however a question mark hangs over the future of existing eco-labels. With over 500 symbols and logos representing sustainable food products, many consumers are lost in the maze of eco-labels. To these consumers, mobile technology gives an exit route whilst maintaining their green purchasing behaviour.
