Ecolabelling and ecomarketing will help green products

The Ecological Union held a business meeting dedicated to its double anniversary: 25 years since foundation and 15 years since launching “Vitality Leaf” environmental certification program. The meeting’s agenda covered marketing aspects of ecolabelled products. As well as market-based tools such as ecolabelling, the measures of governmental support were highly discussed as the necessary condition for green market’s growth, as shown by the European and the Russian practice.


The debates on the peculiarities of eco-products’ promotion involved well-known producers, consulting firms, environmental organizations and research institutes – the total of more than 80 specialists. To support the work of the Russian environmentally oriented community, Björn-Erik Lönn, the head of the Global Ecolabelling Network, visited the event.

The aim of the debates was to figure out whether ecolabelling really helps business and its sales and understand the reasons why companies fail to make the most of ecolabelling’s potential.

According to the opinion of representatives of PROFINE RUS, TARKETT, AVON companies, ecolabelling helps in marketing of goods due to the fact that ecolabel itself a world trend. As confirmed by practice, there is demand for eco-goods in B2C sector, although it is hampered by low customer’s awareness. Higher cost of such goods can also be a barrier to environmental choice. However, often non-certified goods are sold at the same price as their eco-certified analogues.

Similar situation is observed in the B2B sector. Massive demand is still being formed, but there is interest in professional community, among international customers and exporters.

The main problem mentioned by the meeting’s participants is the inability of companies to use their marketing resources in the most effective way. Experts of the Green Building Council Russia, TEKHNONIKOL, Pilkington Glass and SPLAT firms pointed out the lack of systematic approach, environmental regulation and education along with marketer’s passiveness.

An optimistic message came from the head of standardization department of RUSNANO who informed on the creation of committee on green technologies in the Federal Agency on Technical Regulating and Metrology (Rosstandart), which means that the government plans to develop voluntary national standards GOST R for eco-produce.

All the participants noted the necessity of joint efforts to promote sustainability ideas and eco-consumption. This will allow to develop such spheres as professional environmental marketing, government’s regulation and educational programs which are crucial for the popularization of eco-goods.

The main motivational argument in the meeting was pronounced by Semen Gordyshevskiy, the Chairman of the Ecological Union: “Environmentally friendly products mean the well-being of the nation in the first place”.