Wal-Mart: Is it possible for the retail giant to launch a new Sustainability Index?

As more green products enter the sustainability market, some brands are looking for ways to differentiate themselves from the pack.  Its not enough to produce a green product to simply communicate a “me too” message. Instead, it is more effective to address the issue as a corporation first and the product second.

One big brand working to set itself apart is Wal-Mart.  With the recent development and launch of their Sustainability Index and Sustainability Consortium Wal-Mart is looking to make its mark by leading the effort to set a universal standard in retail for green products. These two initiatives present the opportunity to define the organization as a real leader in the environmental movement.

But what is the main goal of these two initiatives and will they be effective?  Is it possible for Wal-Mart to standardize green certification to function successfully on the mass retail level?  Living sustainably is about paying attention to detail in order to make educated decisions, however it’s important that there isn’t too much over simplification when it comes to certification.

The green movement calls for a lifestyle change – which means it shouldn’t necessarily be formulated to fit into every one of our existing tendencies, including mass discount retail outlets.  By introducing broad categorization and labeling systems we can’t help but wonder if Wal-Mart will loose sight of some of the important details.  Is it really possible to rate all the varying products available in the stores against one measurement system? That’s where the Consortium comes into play.

To help make sure its Sustainability Index is as credible and accurate as possible, Wal-Mart is developing a Consortium that will consist of a number of companies across varying product categories.  Through a series of steps, starting with a survey, the Consortium is gathering the information and research they need to begin developing the Index.  By adding the Consortium into the mix and inviting other brands to contribute to their efforts Wal-Mart is also further positioning themselves as a thought leader in the sustainability movement, making it less of a competition and moving away from the me too race.

We give credit to Wal-Mart for recognizing consumers’ need for a clear green rating system defined by a general set of standards.  We just aren’t sure if it’s the best approach to helping consumers practice the green movement in the most effective way.  We are looking forward to seeing how the program develops and what other brands join the Consortium.

How do you think the Sustainability Index will affect your Wal-Mart shopping experience?

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Tags: green certification, green products, green rating system, sustainability market, Wal-Mart Sustainability Consortium, Wal-Mart Sustainability Index