Over the past few months, this column has presented information relating to sustainability—steps you can take to begin to implement a sustainability program within your facility. Still, the question is asked, why should I spend the time and effort to become certified. This is a valid question, and one that we will explore in this column.

Companies opt to invest in certification for a variety of reasons: increased market access (note that I did not say market share); corporate social responsibility targets; or reduced risk. There may also be tangible financial benefits; however, only a handful of major corporations have started to make attempts to systematically analyze how the adoption of certification programs has affected their financial performance. And, certification can take many different forms. A facility may achieve recognition under an ISO program; seek certification under the Sustainable Green Printing Partnership; or, if necessary, seek certification for a specific product category through the Forest Stewardship Council or the Green Seal program. The key element that runs true through all aforementioned programs: third party audits for verification purposes. From my point of view, making the case for certification helps to shout down cries of greenwashing that may be associated with any business striving to implement sustainable business practices.

Consumer studies show that people want products that are better for the environment, but are skeptical of the messages offered. The demand for environmentally sensitive products is growing; however, communicating claims both accurately and credibly is becoming more challenging. The consequences for getting this wrong—greenwashing—are growing. Further, your customers, whether corporate or consumer, are beginning to question the statement “we are green.”

To avoid the stigma of greenwashing, companies need to consider going beyond a simple statement of “We are a green company.” Companies need to consider the type and breadth of information that is available to back up this claim. According to a poll by the Natural Marketing Institute, 34 percent of the population indicates that they are constantly surrounded by talk about the environment. If every company is now claiming to be green, then being green ceases to be a differentiating factor in the market place. It is becoming more and more essential to qualify and quantify claims to provide both a basis for comparison as well as substantial meaning.

The path a company can take to differentiate themselves lies in certification. At this juncture, it is critical to differentiate between what is considered a product certification and a business certification. The Green Seal program provides an excellent example of a certifying body for products. Green Seal works with a variety of stakeholders, such as manufacturers, purchasing groups, industry sectors, to “green” the production and purchasing chain. In their accreditation process, they use a life cycle approach that includes material extraction, continues through the manufacturing and use of the product, and ends with recycling and disposal. Green Seal certifies products only after rigorous testing and evaluation, including on-site plant visits. The methodologies that are used are publicly available on their site. Additionally, when these certification standards are revised, they are vetted through a public process. Transparency and auditing are two key elements of this program.

Transparency and third party auditing are crucial to business certifications as well. For any program that you are considering, carefully review the criteria and ask yourself the following: Does the criteria focus on the environment, my employees and community as well as business aspects? Does the program require me to set a sustainability goal? Do I need to submit an annual report and is it published on the site? Does the program publish its criteria, and when revised, does the program allow public comment and input? These are just a few of the critical questions to ask.

The Sustainable Green Printing Partnership recently celebrated its first year anniversary. In its first year, the program certified nine printers. Now, you may be saying “That’s all? Shouldn’t more printing facilities be certified by now?” What is not reported are the number of facilities that signed up for the program and realized that it would require a bit more than filling out an application. The program’s criteria required the printers to truly take a hard look at their operations and begin to incorporate changes. The SGP Program asks printers to take their program to the next level. And, agree to a third party audit by an auditor that has been trained to the SGP program. Personally, I believe that this is a great start for this partnership. These nine printers can successfully say that they are moving down the sustainability pathway, and have the information to back up their claims.

Most importantly, we are hearing that their customers are paying attention. The goal for all companies is to develop effective communications regarding the environmental and social performance of their companies. SGP certification provides companies with these tools. Major print customers continue to inquire about the program, and indicate their support for going beyond “green.” Inclusion of elements that require compliance, social responsibility, as well as good supply chain management are attractive. Print customers indicate the support for the SGP certification program because it goes beyond just looking at the product. And, most importantly—there is third party certification.

So, I ask—what is in your certification program?