Robert Searle, Susan J. Colby and Katie Smith Milway

Bridgespan analyzed two major certification and eco-labeling programs-the Forest Stewardship Council and the Marine Stewardship Council-in the course of client work for foundations in the United States and Europe. We supplemented this work with research into other certification programs, including Fair Trade coffee and organic agriculture. The objective was to sharpen our understanding of certification's prospects: When does certification make sense? What distinguishes a plausible program from one that isn't likely to have real impact? What steps can increase the odds that a certification program will succeed?

The gist of our findings: A certification program's power to reform practices involves far more than setting standards. Making certification work demands persistent energy over time from stakeholders as differently motivated as environmentalists, producers, corporate buyers, government officials, scientists and standard-setting bodies. Our review uncovered a series of critical steps that effective certifiers are using to propel niche markets toward mainstream production and to turn sustainable practices into industry norms.