Green Seal®, a global nonprofit committed to making safety and sustainability everyone’s business, unveiled a new brand identity to help consumers cut through greenwashing and identify products that are safer for people and the planet.
The new identity is the first step in Green Seal’s commitment to taking bold action to align the consumer-packaged goods and retail communities on the core elements of safer and more sustainable products. These core elements include safer chemicals, responsible sourcing, low-impact manufacturing, sustainable packaging, and verified performance and claims.
The new certification mark includes a descriptor to educate consumers on what Green Seal certification means, which the organization’s research shows help improve shopper understanding of the purpose of ecolabels. Brands can use the descriptor to convey that their Green Seal-certified product “meets a high standard for protecting people and the planet.”