WhatTheyThink’s Going Green has joined forces with Two Sides to help address the “perceptions” that paper destroys forests, that electronic media are “greener” than print and paper, and that recycling is the solution to all environmental ills. In a post last week, I mentioned the Re: Thinking Consumption: Consumers and the Future of Sustainability report conducted by BBMG, GlobeScan and SustainAbility. One of the questions that was asked concerned “sources of trust.” That is, whom do consumers trust as the arbiter of whether a company or product is environmentally and/or socially responsible. The top response, selected by 40% of respondents, was “certification seals or labels on product packaging.” At number two was “media reports (31%). Why Should You Care? One of the biggest challenges of being a sustainable consumer is knowing whom to trust to provide accurate information about a company or product. There is always the threat of greenwashing, and one doesn’t always have the opportunity to do a comprehensive Internet vetting (Intervetting?), particularly when standing in the aisle of a grocery store. As a result, third-party certifications are absolutely vital arbiters of sustainability. But not just any certifications. Stephen Goddard, Environmental Leadership Program Manager, HP Graphic Solutions Business, talking at a Green Roundtable that I moderated back at Graphics of the Americas in 2011, identified the “four Rs” of any certification: it must be Reputable, Relevant, Rigorous, and Recognized widely. Otherwise, anyone can just make up a certification and slap it on a label, telling the consumer absolutely nothing. For more Two Sides facts see http://www.twosides.us/mythsandfacts.