Jun 12

Consumers Seek Unified Green "Seal of Approval"

For more information, contact
Siobhan Hawthorne
215.513.7300, ext. 219
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HARLEYSVILLE, PA: June 14, 2012:  Research conducted by NMI, a strategic consulting, market research, and business development company, shows that about half of consumers in the U.S. feel there are too many green seals and certifications. While seals do provide simplicity and proof, there are an overwhelming number of them. There are more than 400 registered green logos around the world. 

To avoid “Green Seal Clutter,” three-fifths of U.S. consumers are looking for one overarching universal seal that crosses industries. The hundreds of green seals and certifications in the market make it difficult to know what each seal means, whether it’s credible, and hence make this simple solution desirable. 

Although the majority of consumers state they are more likely to buy products with green seals, few consumers, on average one-third or less, recognize and understand specific seals.  The recycled logo, the only exception, is the oldest in the market and the most recognized and understood green logo around the world.

For manufacturers, simply adding to the green seal clutter is not a solution that will be sustainable with consumers in the long run. The consequence of seal-clutter is diminished effectiveness of each individual seal.

NMI's data on green consumers and their purchasing habits is collected through the LOHAS Consumer Trends Database in an annual quantitative study focused on health and sustainability, corporate social responsibility, environmentalism, and social issues.

NMI has conducted the LOHAS survey in the U.S. since 2002, with subsequent global introductions across 25+ countries. The LOHAS acronym stands for "Lifestyles of Health and Sustainability."

For more details on this topic, including data charts and statistics on consumer recognition of selected green seals and logos around the world, please visit the NMI website or contact This email address is being protected from spambots. You need JavaScript enabled to view it..  

SOURCE: NMI’s LOHAS Consumer Trends Database®

© NMI, 2012. All Rights Reserved.

NMI is an international strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s services or proprietary research reports, visit NMI's web site at www.NMIsolutions.com.

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