WindMade: A Great Idea, One Crowded Market
Companies hoping to cash in on the mushrooming eco-friendly and sustainable living market now have a WindMade seal of approval to chase. The "made by wind power" concept is undeniably cool. And it's a helluva lot cheaper to buy a WindMade Barbie doll (Greenpeace, you know you want it) than install a bunch of solar panels. But the WindMade standard, unveiled this week, could fall flat fast as it tries to make itself relevant in an already overloaded eco-labeled world.
It's no wonder why WindMade and various other sustainable living labels keep popping up. The eco-labeling concept has worked wonders for "organic" foods. The "organic" food label has been a highly successful marketing tool that has helped turn organic and natural foods into a $39 billion industry last year. Sales were 63 percent lower five years earlier.
Still, most "seals" and certifications don't end up launching a profitable new industry. The success or demise of WindMade will hinge on its ability to convince large, well known companies to participate and persuade the everyday consumer to notice the label and care enough to buy the product.
How it works
The WindMade initiative will roll out into two parts. The initial phase unveiled this week will allow participating companies to showcase their investment in wind energy via a WindMade label. The proposed standard, which is now open for public review, would require companies to source a minimum of 25 percent of their electricity demand from wind energy to qualify.
The second part, which would allow participating companies to actually slap a WindMade label on a product, won't be revealed for awhile. Work on the standard for the product labeling is slated to begin later this year, according to the nonprofit group (also called WindMade).
Crowded products
It's quite likely the WindMade label will get lost in shuffle between the ingredients list, recycling label, the obligatory product ad -- Now 15 percent more in every box! -- and other eco-friendly seals. Products are crowded places these days and the number of eco-labels out there borders on ridiculous. Pretty soon, if it hasn't happened already, consumers will ignore them all.
Here are few standards and seals companies can pursue:
- LEED code for green buildings
- Plant symbol for bioplastic products
- Recycling symbol
- Fair Trade products
- The Carbon Reduction label (mostly found in the UK)
- Rainforest Alliance certified seal
- Marine Stewardship Council-certified fish
The second challenge will be to convince consumers that a product made with 25 percent wind energy is a big deal. And that may prove difficult if they realize how a company can qualify. Companies can meet the 25 percent quota by installing their own wind turbines -- impressive! -- buying wind power -- OK, a more pragmatic approach -- or buying renewable energy credits. Credits? It's legit, but it's not going to blow anyone's socks off. Consumers, who have been practically bludgeoned to death with eco-marketing schemes, are skeptical of "going green" claims. People are want the real thing and they will pay for it.
Photo from European Wind Energy Association
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