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Danielle's Prezi for RIT
Transcript of Danielle's Prezi for RIT
& Labels Claims: ISO ISO 14024: Type I Claims Certifications 1st Party Certification Federal Trade Commission Recycling Claims Resin Identification Codes Labels & Logos ISO 14021: Type II Claims A label developed by a third party, either a governmental or private organization. A label developed by the producer or a self-declared claim. ISO 14025: Type III Claims Declarations based on independently verified data for life cycle parameters established by a third party. www.How2Recycle.info Ecolabels, Claims, & How2Recycle Danielle Peacock
April 18th, 2013
Danielle.Peacock@greenblue.org GreenBlue and the
Sustainable Packaging Coalition Reports Conferences Education LCA Software SPC Resources A nonprofit that equips businesses with the science and resources to make products more sustainable.
Founded in 2003
Professional staff ~20
consisting of approx. 200 member companies, educational institutions, and government agencies involved with the packaging supply chain. An industry working group dedicated
to creating a robust environmental vision
for packaging Statements should be accurate and not misleading.
Statements should be substantiated and verified.
Statements should not suggest an environmental improvement which does not exist, nor exaggerate environmental benefits.
Statements should only relate to an environmental aspect that either exists or is likely to be realized during the life of the product.
Self-certified labels should only be considered verifiable if such verification can be made without access to confidential business information. “environmentally friendly”, “environmentally safe”, “earth-friendly”, “non-polluting”, “green”, “nature’s friend”, ‘ozone friendly” Example of Type III Claim 2nd Party Certification 3rd Party Certification Self-Declared Standard developed and assessment performed through an interested party, such as a trade association. Assessment performed by independent body with no ties to manufacturer (fee for assessment service). Ex: Cradle to Cradle, Certified Compostable Ex: Greenlist by SC Johnson Some help: ecolabelling.org and greenerchoices.org Federal Trade Commission Guide for the Use of Environmental Marketing Claims: "Green Guides"
Labeling, advertising, marketing & communications
Energy, sourcing, content, and end of life To make a recyclability claim, 60% or greater of the US population must have access to recycling the material.
For any item below 60% access, all claims must be qualified.
If an item has an additive or component that inhibits the technical recyclability of that item, a recyclability claim cannot be made. Formerly SPI codes, now managed by ASTM
Not recycling labels, only indicate material type
Never intended for consumer communication or recyclability claims
Required on packaging by 39 states. A de facto national standard.
FTC: A RIC is considered a claim if it is NOT placed inconspicuously on a package. If that material does not have over 60% access, it is a Green Guide violation.
ASTM use guides also require inconspicuous placements
Low consumer understanding of their meaning
Continued use by municipalities to communicate recycling instructions The “Recycling Numbers” FTC Green Guides Violations www.onpackrecyclinglabel.org.uk How2Recycle is modeled after the successful UK On Pack Recycling Label (OPRL)
Partnership w/ the British Retail Consortium and WRAP
Used by more than 100 companies on over 60,000 product lines
Retailers say it has improved understanding of recyclability Design: Modeled after Success The label stimulates interest in learning more about recycling: roughly 8 out of 10 consumers were interested in seeking additional information.
Consumers would visit the website (how2recycle.info) to find out more information.
68% of consumers say that a “not yet recycled” label has no impact on their likelihood to buy a product.
If exposed to a “check locally” label, consumers indicated they were most likely to check a website or call their local recycling center for more information. They would also look for information previously provided to their home on posted on recycling bins.
The mobius loop and chasing arrow symbols are helpful.
Consumers prefer, and understand, a simple label.
Consumers do not confuse the label with recycled content.
Resin Identification Codes (RICs) and the related numbers and abbreviations are misunderstood and do not help consumers recycle.
The website address conveys the intent of the label: www.how2recycle.info HDPE (#2) and LDPE (#4) bags, films, and wraps
Wide recycling access at store drop-off bins and include a variety of bags, films, and wraps. Bags, Films, and Wraps Each packaging component is labeled based on actual access to recycling data. The following resources were used to determine access rates.
Access to Recycling Studies
American Forest & Paper Association (R.W. Beck/SAIC—12/10)
American Beverage Association (R.W. Beck/SAIC—2009)
American Chemistry Council for rigid & film plastics
(Moore Recycling - 4/11; 4/12; 3/13)
Secondary Filter is Technical Recyclability: labels and special messaging adjusted for known problem materials or contaminates in the recycling stream Not Yet Recycled Check Locally Widely Recycled FTC: for access under 60%, claims must be qualified. As access decreases, more specificity is required. FTC: a recycling claim can be made if over 60% of the population has access. Ongoing FTC consultations. (Note: FTC does not provide formal “approvals”)
Tested consumers to confirm no confusion with recycled content
Incorporated design elements per FTC recommendations, including the use of www.how2recycle.info to reinforce label purpose
How2Recycle follows FTC requirements for recycling claims by:
Appropriately qualifying recyclability when access is less than 60%
Using specific messaging and instructions when a component causes problems in recycling
US Environmental Protection Agency participated in the project team
A local government working group led by New York City’s Dept. of Sanitation provided valuable feedback. Specifically, this led to special messaging to make sure certain containers have instructions to empty for recycling.
Local governments help us spread the word and inform their residents about How2Recycle
Speak to and collect endorsements from governments (state & local)
See the gallery at: http://www.how2recycle.info/gallery/ On Packages Now Communications & Outreach Outlets Include:
How2Recycle.info – A source for information and feedback
Facebook.com/How2Recycle – A social interaction tool
Print and Web Media – News coverage to industry and beyond
Partnerships – Expanding our reach through strategic partnerships
Survey Feedback – Receiving direct feedback from How2Recycle.info survey.
News coverage in:
Fast Company GOOD
GreenBiz LA Times
Green Retail Decisions USA Today
Supermarket News Local news
Plastics News Industry journals
Keep America Beautiful (KAB) – Endorsed How2Recycle and provides a recycling search function.
ACC’s Flexible Films Recycling Group – Working together to encourage and enable plastic film recycling, including the How2Recycle “Store Drop-off” label on educational posters.
State and Local Governments – Working with a variety of governments to provide outreach, education, and congruency with local recycling programs.
Industry Associations- Collaboration with groups collecting access to recycling data.
Retailers - Providing outreach to retailers directly and through trade groups. Strategic Partnerships Reinforces consumer testing
Consumers generally have a positive experience with the label at first exposure.
While there is always a learning curve with new programs, How2Recycle is easy to understand, and this is by design.
Consumers think highly of companies that use How2Recycle. They like that companies are making and effort and care about the environment. Consumers also indicated that using How2Recycle showed the company had a broader sustainability motivation. Survey Conclusions *Companies or individual brands within companies may join using the revenue categories above. If a single brand joins, the fee is based on the brand’s revenue.
**If joining mid-year, annual fee may be pro-rated.
Tiered Annual Fee: Sign License Agreement
Pay set-up and annual fees
Provide GreenBlue with a list of packaging types and specifics on the components.
GreenBlue will provide artwork, which must be used unaltered (automating).
Send on-package design to GreenBlue for approval.
Provide GreenBlue with some basic information to maintain program statistics (details in License Agreement). Problem Development Solution Design Launch Implement How2Recycle Why Join? Unclear labels confuse consumers
No harmonized, consistent labeling system exists across all material types
Existing labels are not comprehensively applied to all material types and individual package components
Federal Trade Commission (FTC) “Green Guides” are ignored or inaccurately interpreted
Consumers desire transparency and proactive sustainability efforts from companies, but remain skeptical Timeline Data Based Claims Consumer Testing Conclusions Example Data Based Claims FTC & Government Input Steps to Participate The Problem An on-package recycling label for all material types and formats.
How2Recycle comprehensively labels each individual packaging component.
How2Recycle follows FTC Green Guides.
How2Recycle has a successful track record, educating consumers and improving their perception of participating companies. Demonstrate leadership and promote consumer responsibility and understanding on recycling.
Encourage clear and transparent recycling communication to consumers, businesses, material producers, government, and recyclers.
Be part of a pre-competitive labeling system that follows the Federal Trade Commission Green Guides.
Contribute to improving and increasing clean streams of recycled materials. 2008-2009: Project Start
SPC project to find a solution for recyclability labeling in the US.
Research compiled on recycling labels claims, consumer perceptions, and recycling behaviors.
2009: Design and FTC Input
Design exercises for a potential label
Exploration of UK's OPRL label format
FTC feedback on designs and proposed consumer testing.
2010-2011: Consumer Testing, Design, and Feedback
Quantitative and qualitative testing for clarity of message and behavior
Continued FTC feedback and stakeholder engagement
2011: Recruitment for first packages
2012: Soft Launch and 5 year business plan development
2013: Full implementation, recruitment, and continued stakeholder engagement. Current Participants