In the next few years, if trends continue, we are likely to see more labels and more labeling information on a variety of products we use every day. For instance, the Food and Drug Administration recently announced it is going to require menu labeling at restaurants, specifically fast food facilities. Aware that this trend is in the cards, some fast food restaurants have already started posting labels listing calories and other information in their locations.
Another type of label garnering increased attention is carbon labels. One such program developed by an organization in England indicates the volume of greenhouse gasses emitted by a product during its entire lifecycle. It is calculated by determining such things as the raw materials used to make the product, how it is transported, how and where the product is built, and how it is packaged.
Could water labels be next? This does not refer to what is in bottled water, for instance, or where it comes from. Instead, water labels are designed so that the consumer has an idea of how much water is used to manufacture a product, along with the expansion of such labels that indicate, for instance, how many gallons of water are used per flush of a toilet or urinal.
The ultimate goals behind the concept are simple: First, if two or more products are equivalent, the environmentally conscious consumer will have the option of selecting the one that uses less water. And second, if the product using less water is selected, it will help conserve water.
It is expected that having such information might come as bit of a surprise for many people. For instance:
- Estimates are that it requires nearly 40,000 gallons of water to build a car.
- One conventional urinal uses 40,000 gallons of water per year.
- To grow the cotton in one pair of jeans, 1,800 gallons are used and 700 gallons for a cotton shirt.
Such a labeling system has been discussed in some quarters for a number of years. However, Dr. Brent Clothier of the New Zealand Institute for Plant and Food Research Ltd., formally introduced the concept of a water-labeling system such as the one described above at the Australian Society of Agronomy conference held in New Zealand at the end of 2010.*
But Will It Work?
The idea behind a water-labeling program is very good; however, the big question is will it change consumer buying habits? After all, many good ideas have come and gone with little impact.
However, it does appear this one might have legs.
For instance, property developers/managers do get involved with the water consumption of restroom fixtures, especially if they have a goal of building/operating a Leadership in Energy and Environmental Design (LEED)-certified facility.
Further evidence: A Harris Interactive survey reported that 72% of consumers purchasing a refrigerator do look for the EnergyStar label before making a final buying decision (as reported March 14, 2011).
Another indicator that can be used as a guide to what might happen are the nutritional labels found on food items in the US. Here, the stats are a bit less favorable, but still positive. Although many people give little heed to nutritional labels, studies indicate that when consumers become exposed to such things as calorie counts and sodium levels, they typically select products that have fewer calories and are healthier (Roberto 2010).
A similar labeling system in the Netherlands not only lists calorie counts and other information on a food label, it suggests healthier alternatives. Here again, consumers have changed their buying habits with this information in hand.
Should we get behind a water labeling initiative in the US? As water becomes a growing concern in this country and around the world, some type of realistic system might prove beneficial.
Reference
Roberto, C. A., Larson, P. D., Agnew, H., Baik, J., & Brownell, K. D. 2010. Evaluating the impact of menu labeling on food choices and intake. American Journal of Public Health, 100, 312-318.
* An agronomist is a scientist who specializes in the science of utilizing plants for food, fuel, feed, and fiber for different purposes.