Gaining green credentials is of utmost importance to those in the consumer electronics industry. As the demand rises, each company is developing their own labeling system to tote their own personalized green flag. But with so many sets of criteria how do we evaluate the concentration of the green credentials solution?

Philips Electronics recently announced a new consumer product label that will mark simply that the electronic is more environmentally friendly and healthier for the consumer. Titled the “Green Tick”, this label will aid Philips consumers in making decisions about competitive products. Included in the eco-friendly evaluation, the products must meet certain energy efficiency requirements, and use healthier, more environmentally gentle materials in everything from production of the electronics to the packaging. The motivation is to enlighten consumer awareness and to differentiate Phillips products from others. Awarded by external auditors, Green Tick products will be added to the list of Green Flagship products.

It is now becoming easier for Phillips consumers to actively make eco-conscious choices about different products within the company portfolio, but it stops there. The missing link right now is that there is not a tool to leverage the criteria of the Green Tick against that of say Energy Star. When the Green Tick only applies to Phillips products, it becomes difficult for the consumer to make educated decisions about competitive products- how do choose between a “Green Tick” labeled HD TV and an “Energy Star’ rated HD TV? On a seemingly similar note, Sharp
just received an eco-friendly label for their TV’s as well. Boasting
40 EU eco-label awards and additional international energy-efficiency
awards, Sharp was able to achieve so many pillars or environmental wealth because they chose a more common label for
their products- the EU Flower. When the criteria and motivation for these labels are essentially the
same, why compete within the market with private eco-label branding? It is hard to say, but the next step is to get educated and look for labels that are applied to more consumer markets.

Some good news is that many recent European discussions between manufacturers and PR departments have concluded in agreeing to promote green-labeled products and educate with more extensive media coverage throughout the remainder of this year. Hopefully this will result in consumer demand for consistency, and thus an understanding of eco-label activity.

More good news on the horizon is a new widespread European Union Eco-label, the Flower. Taken from the EUROPA Eco-label homepage:

"It is a voluntary scheme designed to encourage businesses to market products and services that are kinder to the environment and for European consumers - including public and private purchasers - to easily identify them. You can find the Flower throughout the European Union as well as in Norway, Liechtenstein and Iceland. The European Eco-label is part of a broader strategy aimed at promoting sustainable consumption and production."

Everything from tourism to detergents, business owners and companies can now compete within the green market. With this tool, green attributes pertaining to these private companies, businesses, and practices…may be more easily compared by consumers.