Welcome

Since spearheading the transition to environmentally preferable purchasing nearly 25 years ago, green cleaning in commercial and institutional buildings has become as ubiquitous as it is synonymous with Green Seal. The household products market faces the same urgent need for clarity today that we addressed decades ago in the away-from-home market. We’re meeting the moment with bold actions to unite the consumer-packaged goods and retail communities around a trusted designation for safer and more sustainable products.

Doug Gatlin, Green Seal CEO

In today’s household marketplace, a plethora of claims make it increasingly difficult for consumers to identify products that truly align with their values. Research shows this is a key reason for the “say-do” gap, where almost half of consumers say they want to be seen as choosing more sustainable products, but fewer than 10% actually do.

This year, we unveiled a new brand identity based on two years of intensive research with consumers, brands, and retailers into helping consumers cut through the chaos in the shopping aisle.

Our new brand is an outward reflection of our deep

commitment to providing clarity, transparency, and a meaningful designation for consumers seeking safer and more sustainable products, much like we have for the away-from-home market over the last two-plus decades. 

Photograph of Nancy Hersh, Green Seal Board Chair
Nancy Hersh, Green Seal Board Chair

We know a certification mark alone won’t solve the challenges in the marketplace. That’s why we make sure our criteria help brands target actions that matter across the four core elements of a green product: safer chemicals, responsible sourcing, sustainable packaging, and low-impact manufacturing. The result is massive savings in carbon, water, plastic, and harmful chemicals. We’re also raising the bar for product sustainability with initiatives to eliminate PFAS from the supply chain; accelerate the transition to sustainable packaging; and align the consumer-packaged goods and retail communities on the definition of safer and more sustainable products.

Ultimately, our goal is to simplify sustainable shopping for the everyday consumer the way we have in the commercial and institutional arena, so all buyers find it easier to put their wallets where their values are. This report offers insight into how, together with our stakeholders, we envision turning this ambitious goal into reality. 

Your Impacts

960 kilowatt hours

Amount of electricity your household saves each year from choosing Green Seal-certified laundry detergent designed for cold-water use – enough to charge 82,758 smartphones.

Sanitary Paper Products

230 pounds

Amount of CO2 emissions you save each year by choosing Green Seal-certified 100% recycled toilet paper, reducing your carbon footprint by 70% compared to virgin paper.

Paint

757 grams

Amount of volatile organic compounds (VOCs) you avoid with each gallon of Green Seal-certified paint you choose, protecting the air in your home from harmful chemicals.

Raising the Bar

We are committed to continuously learning, improving, and innovating to address the most intractable health and environmental challenges of our time. Here are initiatives we fostered in 2024 to help brands stay ahead of the curve on product sustainability.

Core Elements

With research showing consumer confusion about sustainability claims is holding back the marketplace, we launched a collaborative initiative with retailers, brands, and policy advocates to develop a market-led health and environmental product rating based on the core elements of a green product.

PFAS

With growing evidence that thousands of per- and polyfluoroalkyl substances pose a significant threat to human health and the environment, we further strengthened our leadership to address these hazardous “forever chemicals” by prohibiting all PFAS in Green Seal-certified paints and coatings, floor care products, adhesives, and degreasers.

Sanitary Paper

To prevent significant deforestation and climate change impacts from towel and tissue production, we collaborated with leading brands, retailers, and purchasers to create a modern leadership standard for tree-free and recycled content sanitary paper products that never use virgin tree fiber.

Sustainable Packaging Program

With packaging waste an urgent and growing concern, we worked with leading producers, brands, and stakeholders to develop a program to accelerate a global transition to sustainable packaging.

With a standard trusted worldwide, our certification mark helps you cut through the chaos to make safer product choices at home, away from home – and for our collective home planet.

certified products
(by SKU)

federal, state, and local
purchasing policies
specify Green Seal

Our Partnerships

Celebrating Leadership

Only products that meet a high standard for protecting people and the planet can achieve our seal. We review every aspect of a product, from safer chemicals to responsible sourcing to manufacturing and packaging sustainability. Here’s how brands are making an impact with Green Seal.

Customer Spotlights

Be.blum on Making Everyday Cleaning Safer, Smarter, and More Sustainable

Force of Nature on Changing the Consumer Cleaning Product Market

PortionPac on Why Less is More

Cascades on Delivering Products with High Performance and Lower Environmental Impacts

Newly Certified

We welcomed the following brands to the Green Seal community.

Newly Participating

The following brands and organizations have begun the process to certify their first product or service with Green Seal, demonstrating their commitment to meeting a high standard for protecting people and planet.