Labels, real value or false promises?
Labels are everywhere: food, cosmetics, agriculture, fishing … It is to get lost! So, how to find your way around? Basically, what is a label? Let’s unpack it all!
What is a label?
We could define a label as an element that differentiates a company or a product. By affixing a logo on the packaging, this label can be seen as a guarantee for the consumer. But a guarantee on what exactly?
To find out, it is up to us, the consumer, to see what is hidden behind this label. Because who says the label, says specifications! A product or a company can only be labeled if it respects certain requirements and criteria.
In other words, if I want to create the label “Approved by Mrs. Penguin”, I have to write the specifications and validate that the companies that apply for my label respect the specifications. That’s easy!
Yes, a little too easy indeed. One can easily imagine the possible drifts: I create the requirements myself, I audit the candidates myself… Not very impartial!
Quality guarantee?
The absence of a trusted third party makes it difficult to be credible.
Unlike certification, where there is a whole quality chain involved (certifying body, accreditation committee, European and even worldwide rules), there is an empty space for labeling.
This void makes it difficult to attest to the impartiality, accuracy or respect of the promises put forward by the specifications.
Some organizations have decided to fill this void in order to gain credibility. Once again, it is up to us, the consumer, to go and look around, to be curious, as no clear rules exist.
Being labeled is mainly used to differentiate oneself. This is the very definition of the word “label”. So how do we know if we can trust the logo? You have to investigate! Come with me behind the scenes …
Product of the year
The criteria:
- The attractiveness of the product
- Perceived novelty
- Purchase intention
How to get the label ?
There is a maximum of 6 products presented per family. The product with the most points is labeled. It is therefore sufficient to do better than the others. During this first stage, only the packaging of the product is judged. In other words, if the packaging of product A is better than that of product B, product A goes to the next step.
The next step is a real-life test on a panel of 120 consumers (i.e. 2.5% of the inhabitants of Haapiti, a small town on the island of Moorea, or 0.12% of the inhabitants of Perpignan). If this panel judges the product A to be satisfactory, the manufacturer can affix this logo and advertise it on the whole French territory.
Is this a guarantee of quality?
By studying the specifications, we note that this label is only a marketing label, not taking into account the quality of the product, its environmental impact or its impact on health!
All the sources on this label are available here: https://www.poyfrance.com/le-concept/la-methodologie/
Just like in crypto, before buying a product, it is necessary to get information, to document yourself before being able to trust! We will never repeat it enough Do Your Own Research!
