1887

30 Years of Swan History

Anniversary Report for the Nordic Ecolabel

image of 30 Years of Swan History

This is an account of the Swan label’s first thirty years, written in chronological order with short chapters each illustrating various aspects of the scheme. There are few areas of public life in which there have been so many vague pronouncements as for environmental protection. Perhaps that’s because it’s so easy to agree on the goals, but sohard to find the right solutions and practise what you preach. Here at the Nordic Swan, we’ve done things properly from dayone by setting concrete, measurable environmental performance requirements and turning the environment into a competitive advantage. There have been many conflicts and disagreements, but no one can deny that ecolabelling has led to significant environmental improvements. The Nordic region with its 30 million people is the world’s twelfthlargest economy, and this makes a difference when businesses plan product changes and marketing campaigns. The label is a success far beyond the borders of the Nordic region.

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2012 Joint Nordic marketing activity

It took a long time and involved a number of setbacks, but within marketing and sales there has been a move towards coordinated efforts among the countries participating in the ecolabelling scheme. It has been argued that parts of the advocacy work should be done nationally, promoting a message adapted to the particular country’s culture, atmosphere and traditions. However, a great deal of money can be saved on developing many of the solutions together and reusing good ideas from our neighbouring countries.

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