Will technology help clear up the confusion consumers are experiencing in understanding organic symbols, Fair Trade logos, and other eco-labels?
Eco-labels signify many things for CPGs and consumers. Whether it’s the organic symbol, Fair Trade logo, Fainforest Alliance certified, etc, consumers are overwhelmed, confused and crave clarity. According to FoodNavigator.com, Amarjit Sahota, director of Organic Monitor, explained, “With over 500 symbols and logos representing sustainable food products, many consumers are lost in the maze of eco-labels,” and understandably so.
Enter smart phones and Quick Response barcodes (QR codes). Consumers across the world are becoming more technology and information savvy, while at the same time, the demand for more information on sourcing and sustainability of food products is growing. Consumers are using smart phones for more than just seeing what’s on sale – they are using their handheld devices to meet their never-ending thirst for information.
QR codes will allow CPGs to consolidate Eco-labeling, and provide as much product information to customers regarding sustainability, health and origin as they see fit.
Sahota also noted and The Lempert Report is in complete agreement that, “The growth of mobile applications [means] that companies will need to be more transparent about sourcing and sustainability issues.” In today’s world there is nowhere to hide!
Sourcing, sustainability (a word that is in desperate need of an industry wide definition) and carbon footprint are only a few of the many concerns and queries consumers have about products. Help simplify packages, remove clutter and consolidate eco-information into one QR code – consumers will know exactly what they are buying and will be able to better explain their choices if need be.