A study by PWC found that 85% of consumers have experienced firsthand the effects of climate change and, as a result, began to prioritize sustainable consumption. Almost the same proportion (80%) expressed a willingness to pay more for sustainably produced/sourced goods.
It's no wonder then that sustainability is a strong selling point in today's markets. But before you shell out extra for a brand's products, how do you know they're actually what they say they are? Well, you don't.
The average consumer lacks the time and resources required to examine a brand's supply chain and internal operations. Luckily, you don't have to; you can always check what green labels/certifications have been awarded to the brand.
What Are Green/Sustainability Certifications
A sustainability certification is formal verification by an independent third-party that an organization, product, or service meets specific environmental, social, and/or economic standards. The keywords here are "independent" and "third party."
This is because as sustainability has moved to the forefront, more than a few companies have begun exaggerating, misrepresenting, or outright fabricating their environmental commitments in an effort to attract customers.
This practice is known as greenwashing. And in many cases, it involves using fake certifications, i.e., internally created labels that represent claims that cannot be verified. To be on the safe side, you want to check for labels from independent and reputable organizations.
How Are Green Certifications Awarded?
Getting a green certification is no mean feat. First, a brand must find a certification that aligns with their specific sustainability goals. This involves significant research, given the hundreds of distinct eco-labels that exist globally and their variations across industries and locations.
When a certification has been identified, an application doesn't follow immediately. Instead, the brand conducts an internal self-evaluation, during which it assesses its current operations to identify gaps and areas for improvement based on the certification's criteria and focus areas.
Once satisfied with its processes, a brand can apply. This involves compiling the necessary documentation/records to prove its sourcing, production, and social responsibility efforts align with the standards required by the certifying body. But that doesn't guarantee approval.
Even if the records demonstrate compliance, certifying bodies still need to complete an independent audit and verification process to ascertain the brand is actually compliant. This typically involves an on-site evaluation of the company's operations and interviews with employees/key personnel.
If the certifying body is satisfied, the brand gets awarded. It doesn't end there, however. Brands are required to maintain compliance with the certification standards. As such, they will be subjected to regular audits to ensure the badge is valid for as long as possible.
Green Certifications to Look For
There is a great variety of green certifications. Some of the most reputable ones include:
1. B Corp Certification
B Corp is a certification managed by B Lab, a nonprofit network focused on transforming the global economy to benefit people, communities, and the planet. It recognizes companies that meet rigorous standards of social equity, environmental stewardship, accountability, transparency, and market differentiation.
2. Fair Trade
Fair Trade is a certification focused on ethical, equitable, and sustainable trade practices. Its goal is to promote environmental stewardship by ensuring that agricultural producers in developing countries receive fair compensation and operate under humane working conditions.
3. Global Organic Textile Standard (GOTS)
Offered by Global Standards, an independent non-profit developing voluntary sustainability standards for the textile industry, GOTS is the world's leading standard for textiles made from organic fibers. It is designed to help brands build responsible, transparent, and resilient supply chains that benefit communities, the industry, and the planet.
4. OEKO-TEX STANDARD 100
OEKO-TEX STANDARD 100 is a green label for textile safety. It certifies that a textile product has been tested for harmful substances and is harmless to human health, making it particularly relevant for people with sensitive skin or allergies.
5. Sustainable Kenya
Kenya's leading sustainability label, this certification aims to "empower citizens to make informed choices, drive businesses towards sustainability, and influence policy decisions to push the country towards a sustainable future.
Wild Rose Green Certifications
Wild Rose is a Sustainable Kenya member brand. We also completed the B Corp Impact assessment in 2024 and achieved certification a year later. We wear these badges with pride, a mark of our commitment to social and environmental sustainability, accountability, and transparency.
Wanna be part of our mission? Shop our e-commerce store.
