Some of those labels have extremely strict requirements while others are marketing tools with aleatory or almost nonexistent control. All of them require an audit, that is generally made by the entity that sells the label or by companies with connected interests, which calls into question the impartiality of this process. In any case, those are long and expensive procedures for companies that want a label, excluding small businesses that don’t have time or money.
A collateral effect is that companies have to adopt the general and static requirements imposed by the label, that becomes a brand that creates a vicious circle : the more those brands invest in advertising and communication, the more they are visible and popular, the more they invest, the more they are popular, etc. In consequence, labels are concentrated and closely linked to capital. Often, they validate existing popular massive trends such as bio, fair trade and recyclable. Meanwhile, other valuable requirements are neglected such as short supply chain, lower footprint, ingredient quality, no plastic, social mobility, responsible agriculture, etc.
The Crystal Economy label aims at providing an alternative to paid corporative labels.
What are the benefits ?
By withdrawing audit prerogative from a third actor to give it to the crowd, the risk of corruption is reduced and the independence is increased. Companies have more latitude to take as many commitments as they want, in complete adequation with their business and at a lower cost. The diversity of commitments breaks the “bio, fair trade and recyclable” limiting triptych to develop a multitude of beneficial commitments that are adapted to each business regardless of its stage and its resources.
What is the role of the Crystal Economy ?
The Crystal Economy pursues two complementary goals
- Offering development tools and visibility to companies that commit for a better and fairer economy for humans and nature.
- Guiding responsible consumers choice to support an economy respectful of humans and nature.