The single greatest barrier to successful business sustainability, according to the Connecticut Business & Industry 2010 Sustainability and Connecticut Business Survey, is lack of knowledge regarding sustainable practices. This barrier also applies to businesses that have begun green initiatives and are now seeking recognition and certification.
Even through consumers are more eco aware and seek to purchase green products, it has become increasingly difficult to do so as greenwashing affects 98% of products with ‘all-natural’ and ‘organic’ labelling. Shoppers are confused and frustrated by false and misleading claims and indecipherable ingredient lists on labels. With this in mind, Green Seal has developed a standard to help consumers identify what is really green and what isn’t when shopping the personal care aisle.
