Ecolabels are labeling systems for food and consumer products. Ecolabels are often voluntary, but Green Stickers are mandated by law in North America for major appliances and automobiles. They are a form of sustainability measurement directed at consumers, intended to make it easy to take environmental concerns into account when shopping.

Some labels quantify pollution or energy consumption by way of index scores or units of measurement; others simply assert compliance with a set of practices or minimum requirements for sustainability or reduction of harm to the environment. (source: Wikipedia.org)

According to Ecolabelindex.org there are more than 377 ecolabels in 211 countries, and 25 industry sectors. The problem is, anyone can create an ecolabel. There are very few standards in place for measurement, transparency and accountability outside of consumer electronics and appliances. Governments, NGOs and academic organizations are struggling to define standards and metrics to cover the millions of products available in the consumer market place.

As a result of so many ecolabels, consumers are becoming increasingly resistant to ecolabels and green product claims (aka Green Washing). Competing ecolabels and multiple ecolabels on the same product further add to the consumer confusion and intolerance.

How can we build a system, process or campaign, that differentiates and authenticates the legitimate ecolabels from the rest without trying to implement new standards or compete with existing certification bodies such as ISO 14000 and ISO 9000?