Green Seal Unveils New Brand Identity

Green Seal®, a global nonprofit committed to safety and sustainability, 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 aligning 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. Defining and driving consensus on criteria for these elements across the industry is a key step in reducing confusion in the marketplace.

“Green Seal has been a driving force and a champion for consumer and environmental safety for 35 years,” said Doug Gatlin, Green Seal CEO. “We designed our new brand identity to address a much more mature marketplace for safer and more sustainable products than existed when we launched. This identity is an outward reflection of our deep commitment to providing clarity, transparency, and meaningful impact to the growing segment of consumers seeking more sustainable options.”

Green Seal’s comprehensive standard has become increasingly vital as consumers grow more concerned about the health and environmental impacts of everyday products. According to an independent survey conducted by ERM Shelton, 75% of people globally said that buying and using eco-friendly products is an important part of their personal image, and 76% of the global population is very or extremely concerned about the use of harmful chemicals. Additionally, 64% of U.S. consumers find third-party green certifications moderately to extremely important when purchasing a product.

The new certification mark includes a descriptor to educate consumers on what Green Seal certification means. The organization’s research shows this descriptor helps 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.”

To learn more about Green Seal, click here.