Activity and scepticism have been the first by-products of Walmart’s audacious plan to create a label that would tell a shopper the environmental toll of every product it sells, from the greenhouse-gas emissions of an Xbox to the water used to produce your Sunday bacon.
"We’re on the cusp of a major transition in the marketplace of what consumers demand to know and producers have to tell," says Dara O’Rourke, CEO of GoodGuide, which independently rates the health, safety and environmental impact of 50,000 consumer products.