Mi Código Verde is a platform that generates and provides information on the environmental and social attributes of consumer goods in order to empower and enable them to make sustainable decisions. Additionally, by mobilizing more informed and educated consumers, the platform intends to incentivise and guide producers on improving the sustainability standard of their products.

Sectors of activity
Consumer Goods, Education, Food & Beverage

Type of initiative
Education & Awareness Raising, Research, Analysis, Assessment

Type of lead actor
Government / public sector

Start date
08/06/2017

End date
31/12/2018

Shared by

Andrea Cino

Project Manager

Fundación Chile

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Objectives

The main objective of this initiative is to provide science-based, clear, comparable and complete information on the sustainability of fast-moving consumer goods (FMCG) in order to empower consumers and enable them to make well informed, sustainable decisions.

In addition, by empowering consumers to make more sustainable decisions, we intend to incentive producers to improve their production practices in regards to sustainability, raising the sustainability standards of their products. Moreover, we intend to motivate these businesses to generate and provide information of the sustainability attributes of their products.

The specific objectives are:

● To gather and, generate information on the sustainability of the main product categories of FMCG in Chile using a life cycle approach

● To evaluate the sustainability of the main brands of FMCG within the selected categories in Chile using a life cycle approach

● To develop a platform for consumers that is informative, engaging and easy to use and understand.

● To engage and articulate as many stakeholders as possible (state, private sector, trade, universities, NGOs and consumers) in order to maximize the impact of the platform and create synergies with other initiatives.

● To accomplish a massive and engaging diffusion of the app in Chile in order to broaden the access to information on the sustainable attributes of FMCG and to spread the sustainable consumption concept and culture.


Activities

As collected through the One Planet Reporting

Output level

Knowledge resource and technical tool

  • Data collection tool for evaluating the sustainability of mass consumption products
  • Consumer behaviour study

Outreach and communication for SCP

  • Launch Campaign Mi Código Verde
  • Social media campaign: Mi Código Verde

Impact and Results

In general terms, the expected long term results of the platform are to boost sustainable consumption and production, as well as increasing awareness and importance of these topics to different stakeholders.
The platform is expected to enhance sustainable consumption of Chilean consumers, by increasing the awareness and understanding of the concept of sustainability and supporting the ability of Chilean consumers to recognise the more sustainable products.
A first step to achieve this is to increase the availability and quality of information on the sustainability of the selected FMCG categories in Chile. By empowering consumers to make more informed decisions and raising awareness of the importance of sustainability, we are expecting them to purchase more sustainable products. With this, we intend to encourage companies to improve and communicate the sustainability of their products.
The platform and methodology used to gather the information also aim to guide companies on how to prioritise actions and advance in terms of sustainability. The evaluation will help them understand what the hotspots of their products are and diagnose which ones need more action. On the other hand, many companies today are starting to implement better practices with regards to the sustainability of their products but they are not successfully communicating this to consumers. This is mainly because many consumers in Chile don´t trust the claims of the company and therefore they need an external validation of these advances in order for consumers to recognise them. This platform aims to do so. Therefore with these incentives we expect companies to progress with regards to their sustainability, improving the standard of the Chilean industry.
Encouraging sustainable production and consumption to others different than consumers and producers is highly relevant to the project. This will be done by incorporating different stakeholders in the decision making of the creation of the platform and the other products of this project, through the consultant committee and different meetings. These different actors help provide a more receptive environment for sustainability. We collaborate with the public sector in order to incorporate this in the national agenda (it is included in the Consumer information action line of the National SCP program). We collaborate with consumer associations, which help educate and inform consumers and to trade associations, which help guide companies.

Next steps and how to get involved

We are currently looking for funding opportunities to implement all the insights and learnings we have had in the past two years. We have prooved interest of companies and consumers, but adjustments have to be made for it to scale-up.

Also we are looking to share our experience and insights with similar initiatives or organizations with similar goals in order to take advantage of all the learnings of this project.