Organic Monitor: Sustainable Summits in New York and Amsterdam

One of the most difficult decisions a company can make is how to market its products on sustainability values. Overemphasis on ethical & ecological credentials can lead to detailed corporate scrutiny and accusations of greenwashing. At the same time, not responding to consumer demand for sustainable products can lead to product withdrawal and business failure. Where should companies draw the line between legitimate marketing and greenwashing? Speakers at Organic Monitor's sustainability summits aim to share some insights into this new marketing conundrum. 

The subject of sustainability marketing is highly pertinent in the North American natural personal care industry. Accusations of misleading product labelling and false marketing have resulted in a number of high-profile law suites involving the USDA, certification agencies, consumer groups and brand owners. Research by Organic Monitor finds a major reason is the low adoption rate of private standards for natural & organic personal care products. Less than 5 % of these products in North America are certified, compared to over 70 % in some Western European countries. The absence of seals & logos on natural personal care products makes American consumers more dependent on product claims and marketing communications when selecting products. Cclaims and marketing messages are not always accurate, thus the series of lawsuits. 

Many industry observers believe natural personal care companies should be more forthcoming with information on their product labels. By specifying the precise organic ingredients and percentage of total ingredients on product packaging, consumer trust can be strengthened. Sustainability marketing best-practices will be featured at the Sustainable Cosmetics Summit and Sustainable Foods Summit. Case studies will be given of companies that are successfully meeting the ecological and social challenges.

Organic Monitor