Where a swan means more than just feathers: Nordic Eco-Labeling

It all started in the 1980’s. Increased awareness and interest in the subject of sustainability prompted the Nordic Council of Ministers, representing the countries of Norway, Sweden, Finland, Iceland, and Denmark, to create a certification system that could be awarded to companies that held themselves to a higher sustainable standard. Taking some cues from an equivalent system in the EU, the European Flower Eco-label, the Council created the Svanen Miljomark, the Swan Environmental Label. Established in the 1989, the Swan eco-label has since grown at a considerable pace, to become one of the more successful eco-labeling systems. The Svanen Miljomark is also part of the larger Global Eco-labeling Network, or GEN, which is an association of all eco-labelers worldwide.

How does the Swan help?

The Swan Eco-label is designed to serve as a signifying mark of a commitment to a much more stringent set of sustainable business practices than what is generally in place today. The mark takes into account environmental problems that must be addressed: such as climate change, depletion of the ozone layer, acidification, local air pollution and noise, ground level ozone formation, water pollution and over-fertilization, emissions of eco-toxins and heavy metals, harmful substance emissions, accumulations of unsorted waste, invasive species, reduced biodiversity, radioactive radiation, excessive use of land/water, over-extraction of rare resources, and dangerous technology.

It also covers the aspects of the business product that should be considered: such as energy, raw materials, effluents, waste, packaging, instructions for use, and government requirements. One of the most beneficial aspects of a company gaining this mark is that their product or service has been considered throughout its lifecycle from the materials used to make it to the waste at the end of the lifecycle, and everything in-between.

How can one get the Swan?

Businesses are allowed to apply for the Svanen Miljomark. The Nordic Eco-labeling Board decides whether or not a company fits the criteria for a Svanen Miljomark. Three aspects are considered when deciding whether or not a product category is right for the Swan Eco-label: Relevance, Potential, and Steerability.

Relevance looks at how the product or category contributes to the environmental problems looked at by the Eco-label. Potential looks at how much environmental gain could be achieved through more sustainable process. Steerability looks at how much the product category could be changed or steered by the eco-label.

Through these criteria, companies can make a difference in their own and the global communities. And with the inertia of the Sustainable movement in Scandinavia, the Svanen Miljomark will certainly have increased use in the future.