#SustainabilityMonth: Eco and social labels join forces to encourage SA to become Labelwise

[ley-buh-l-wahyz] the state or condition of being aware; having knowledge; consciousness; especially of a social or ethical brand claim. Possessing discernment, judgment, or discretion as to what is fair or just.

Concern for social and environmental issues among South African consumers is on the rise, from challenges related to deforestation, climate change, and overfishing to unethical labour practices and sharing of benefits. More people want to be part of the change they'd like to see in the world. For that purpose, four of the world’s most credible and ubiquitous eco and social labels have joined forces in a unique South African campaign: LABELWISE. The objective is to help everyday shoppers identify products that are kind to our planet and foster a more ethical society, simply by making them aware of the different sustainability labels that exist.

“Whether you’re looking for anything from paper to loo roll, coffee to wine, seafood to holiday destinations, our ultimate goal is to increase the South African demand for environmentally sustainable and ethical goods and services.” says Leán Terblanche, executive director at Fairtrade South Africa, Labelwise's leading partner.

A strategic alliance}

Working on the premise that while, individually, each of the four labels is effective, together they are a force to be reckoned with, the Labelwise team is excited about the new collaboration. It is the first time that four eco and social labels – Fairtrade SA, the Forest Stewardship Council (FSC), the Marine Stewardship Council (MSC), and Fair Trade Tourism – have joined forces to increase public awareness around sustainable products.

“This partnership is more than just a campaign, it is a strategic alliance fuelled by a need to boost eco and social label awareness in South Africa,” says Terblanche. “An active and engaged consumer is the most powerful ally to a disenfranchised producer. Each partner advocates for the empowerment of beneficiaries in different sectors, but we have one goal in common: we all want to grow the local market for sustainable goods and services through increased consumer consciousness. This campaign pools our voices to create something never seen before in South Africa - a stronger, common message that aims to increase awareness of the need to make better choices.”

Pick a platform

Labelwise is a multichannel platform. Consumers can visit Be Labelwise to view and share the inspiring, quirky campaign material. Consumers can have their voice heard and join the conversation on Facebook, Twitter, and Instagram. “Here they can challenge friends, retailers, restaurants, and office managers to be more Labelwise by using the hashtag #BeLABELWISE”.

The campaign is funded by SWITCH Africa Green, a European Union initiative, in collaboration with the South African Department of Environmental Affairs and the United Nations Environmental Programme. Over the next two years, Labelwise will educate public and private consumers about sustainable agricultural practices and responsible, sustainable tourism, and promote sustainable lifestyles more broadly. While year one aims at increasing awareness, year two will have a strong call to action to engage consumers directly.