Michigan-based Concept to Promotion displays its logo from the Institute for Green Business Certification on its website and has seen the benefits of showing off its certification. "One of our customers, the University of Michigan, wanted to see a copy of the certification and wanted to know what we had done and asked very detailed information," said Human Resources Manager Karen Walker. "Haworth Office Furniture, which is very green, was interested in the fact that we were certified."

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A Glance at Some of the Contenders

EarthRight Eco-Friendly Business Certification from the EarthRight Business Institute, a for-profit based on Park City, Utah. Cost:$1,000-$40,000, based on annual revenue. Annual review. Region Covered: U.S. Launched: In pilot phase since March, officially launching in September. Criteria: Three tiers. Minimum requires compliance, assessment of environmental impacts, sustainability plan, executive commitment, green team, monitoring program; Upper tiers require meeting reduction targets for emissions and resources. Process: Application with supporting documentation, management and employee interview, facility inspection.

Green C Certification from the American Consumer Council, a non-profit based in San Diego, Calif. Cost: $3,000-$5,000, lasts 3 years. Region covered: U.S., Worldwide in 2009. Launched: June Criteria: Three levels of recognition for compliance; pollution, waste management and waste prevention; energy conservation and efficiency; water conservation and efficiency; employee, supplier and consumer education; green community enhancements; and societal impact. Process: Application, review and on-site inspection for highest tier, Emerald.

Greenify from the Green Business Alliance, a for-profit in Boca Raton, Fla. Cost: $475 and up, depending on business size, lasts 1 year. Region covered: U.S. Launched: March Criteria: Broken into six categories: supply room copying and printing; office space; general business practices; renewable energy certificates; outside area; and kitchen break room and bathroom. Process: Pay fee for proprietary guidelines, self-verify criteria has been met. Company officer sends notarized affirmation and application which is then reviewed by staff.

Bay Area Green Business Program is available to businesses in nine San Francisco Bay Area counties. Program model has been adopted in San Diego, Santa Monica, Santa Barbara, Monterey and Santa Cruz. Launched: First county launched in 1996. Cost: Free Types of businesses: Auto services, printing, hotels, restaurants, dentists, wineries, office and retail operations, garment cleaners, remodeling, and landscape design and maintenance Criteria: Regulatory compliance, pollution prevention, waste reduction and energy and water conservation. Criteria may be different from county to county. Process: Application verified by a utility or regulator from storm water, air quality, hazardous waste, etc.

Green Guardian from Sustainable Business Network of Washington, a nonprofit in Washington, D.C. Cost: $350-$4,000, depending on square footage, lasts 2 years. Region covered: Greater Washington, D.C.-Baltimore area, with plans to expand nationally. Launched: Pilot phase from June through December; officially launching in January. Criteria: Six areas of business practices. Process: Application, initial optional audit, interview, final on-site inspection.

The Institute for Green Business Certification from the Institute for Green Business Certification, a for-profit based in Michigan City, In. Cost: $1,990-$3,990, last 2 years. Region covered: Worldwide Launched: 2003 Criteria: Ten business practice categories including regulatory compliance, energy and water conservation, environmentally friendly purchasing, and recycling. Process: Initial on-site review, gap analysis, consultation on missed standards, final inspection.

Many companies have no experience with making their practices more environmentally friendly, so certifications can provide a step-by-step road map.

"You can read a book or procedure but I would not have become well informed enough to do a self-audit," Walker said. "There was no way I could have done that. It would have been so time consuming to educate myself."

Sweet, who sees companies sticking green labels on everything, believes certifications should vouch for a business dedicating time and resources to reduce its ecological footprint. Her company can probably now meet the minimum standards of the EarthRight Business Institute's program, which she is strongly considering, but she wants to wait until she can measure progress of her company's new eco-friendly initiatives.

"I'm very cautious about our company going out too much too soon without a lot of history under our belts when there's so much greenwashing going on," Sweet said.

Credibility in the Marketplace

The certification market is growing quickly as companies try to get competitive advantage with consumers by being the "first in their industry" to earn the Green C Certification or some other designation, said the ACC's Hinton.

He believes that nonprofits, rather than for-profit companies, are ideally positioned to certify companies for green business practices. For one thing, they serve the public good, not their bottom line.

"Typically, I have found that while they are good people, (for-profits) exist to generate clients and revenue from those clients," Hinton said.

Hinton argues that businesses should think about three things when considering a certifier:

  • First, the program should have high standards and rigorous criteria that demand a close examination of the applicant's environmental compliance and sustainability practices. The standard should be set by a credible organization that has received input from a variety of stakeholders, such as environmental and business groups, and government agencies.
  • A credible certification should have an independent verification process to ensure applicants are worthy of the certification and actually doing what they claim.

But the distinction between nonprofit and for-profit can be a "red herring" since some nonprofits may operate with agendas that could bias the results, said Linda Brown, executive vice president of Scientific Certification Systems in Emeryville, Calif., a for-profit certifier of products and performance for the forestry, sustainable agriculture and green building industries, among others.

Fees shouldn't be contingent on the certification. "They should have no vested interest in the outcome," Brown said.