An era in which supply chain transparency is required
In recent years, ethical certification is no longer just about quality or place of origin, but is now recognized as a symbol of corporate social responsibility (CSR). Among these, "supply chain transparency" is particularly important. Information about where, who, and how a product is produced is directly linked to consumer purchasing behavior and is considered the key to building trust.
The reality of ethical certification and audit systems
Many certification systems require regular audits of the manufacturing and distribution process. For example, Fair Trade and GOTS require on-site inspections by third-party organizations to evaluate working conditions, environmental impact, chemical use management, etc. However, not all audits guarantee the same accuracy and transparency.
POINTTransparency in the supply chain does not simply mean making things visible; it also requires a system for continually assessing the reliability of that information, how frequently it is updated, and whether it deviates from the actual situation on the ground.
Challenges and blind spots in the authentication process
Even though they are third-party audits, the strictness of industry standards varies. In some cases, certification is a business objective, and consistency on paper takes priority over actual conditions on the ground. It has also been pointed out that factories in developing countries tend to prepare themselves only when auditors visit, creating a "showroom effect."
In response to this situation, an "audit of audits" model has emerged in Europe that uses AI and blockchain to manage traceability. Although this model has not yet been introduced in Japan, it is an area that brand operators should consider in the future.
POINT We are now in an era where having a certification mark does not necessarily mean reliability, but rather the level of information disclosure and audit accuracy after obtaining the mark are continuously evaluated.
On-site audits and cultural hurdles
Differences in culture and business practices are also an issue that cannot be overlooked when conducting on-site audits. For example, in some parts of Southeast Asia, self-reporting of working hours and verbal agreements in employment contracts are common, and in some cases, evaluations using Western standards can be difficult. How to apply international human rights and labor standards while respecting such cultural differences remains a major challenge for the future.
Using technology to maintain transparency
At the forefront of supply chain visualization using AI and blockchain technology, it is possible to verify the history of intermediaries and even the distribution route of each material, making it possible to detect false reports and the existence of unregistered factories. The introduction of such tools is attracting attention, especially for small brands, as a way to ensure reliability.
How to use the certification you have obtained
How you present your product after acquiring the certification mark is also extremely important. Rather than simply displaying a logo, you can gain greater trust from consumers by clearly presenting the underlying philosophy, on-site photos, and an overview of the audit report. It is also effective to use social media to introduce your "collaboration with the local community."
Brand evaluation from a third-party perspective
In recent years, consumers have tended to place importance not only on simple "eco-ethical" claims, but also on evaluations by third-party organizations such as journalism and NPOs. Rather than being chosen because of a certification mark, the standard for choosing a product is changing to "honest information disclosure that does not rest on certification alone."
summary
The reliability of ethical certification is not simply the presence or absence of a label, but depends on the transparency of the information disclosure behind it and continuous on-site improvements. From now on, brands will be questioned not about "having obtained certification" but about "how they will operate beyond that."