Will there be a consumer backlash against the rush of 'green' labels that have been appearing on products in recent years? Who can say, but given the growing levels of consumer awareness of environmental issues, I think it’s unlikely. But I do think that consumers want clearer communication from companies about the environmental credentials of products. The current and growing mass of labels can be confusing, and companies are increasingly in danger of ‘green-washing’.

There are lots of reasons for companies to get better at eco-promising (the term we have used in our recent report, produced jointly with BSR) – apart from not confusing their customers, or losing their trust by making unsubstantiated claims. It can also be a real driver of innovation and sales for companies, help them save costs, improve relationships in their supply chain, and position them well in regulatory discussions with government. But perhaps most importantly of all, good eco-promising can help move us all towards more sustainable development.

Critically, consumers increasingly want to do-their-bit. That might involve choosing what they buy, to ensure good environmental quality and taking control at home with how they use the goods - by washing at 30 degrees, sorting the mounds of packaging for recycling or not boiling too much water for their cups of tea, for example. Retailers and consumer brands can do a lot to make these things easier for consumers. They are marketing whizz kids who can help sell the idea of good environmental virtues and connect it with other desirable attributes such as quality, durability, freshness, health and lower costs in operation.

Being really honest and clear about a product’s big impacts will help consumers navigate through the range of complex issues they face when they shop. And companies can also remove the worst sustainability ‘villains’ from their shelves, whilst providing customer incentives to buy the best products from an environmental perspective. Couching these kind of actions in a clear corporate sustainability plan will do no end of good for their brand, and hopefully the planet too.

Forum for the Future has teamed up with Business for Social Responsibility (BSR) to produce "Eco-promising: communicating the environmental credentials of your products and services". Download the report here