35 years of Bra Miljöval – Sweden’s independent ecolabel

This year marks 35 years of Bra Miljöval – the independent ecolabel by the Swedish Society for Nature Conservation (Naturskyddsföreningen). For more than three decades, Bra Miljöval (“Good Environmental Choice”) has influenced industries to shift towards sustainability and helped consumers find truly eco-friendly products. The full story of Bra Miljöval’s journey is now published in a new anthology.

— Bra Miljöval has always been about driving real change and creating long-term environmental benefits. Our criteria are science-based and continuously monitored, which ensures real impact. Today, it’s more important than ever to show that the green transition is possible – and to make it easier for both consumers and organizations to make the right choice,” says Sofie E. Munteanu, Head of Sustainable Consumption & Bra Miljöval at the Swedish Society for Nature Conservation.

From banning hazardous chemicals in detergents to promoting energy efficiency and restoring natural habitats – Bra Miljöval has been influencing laws and industries for over 30 years. As Naturskyddsföreningen’s independent ecolabel, Bra Miljöval has since 1990 guided consumers, businesses, and the public sector towards sustainable choices.

Today, the label serves as an effective tool for sustainable public procurement and a key contributor to achieving the UN Sustainable Development Goals. In an era where “green” and “sustainable” have become overused marketing terms, Bra Miljöval remains one of the few guarantees of genuine environmental benefit.

— As an independent, non-profit ecolabel, we always put the environment and people’s health first. That makes Bra Miljöval a trustworthy guide for consumers – especially in a time when greenwashing is more the rule than the exception,” says Sofie E. Munteanu.

For more than a decade, municipalities, regions, and government agencies have used Bra Miljöval to set strong environmental requirements and ensure proper follow-up. Today, the ecolabel contributes to 12 of the UN’s 17 Sustainable Development Goals.

— Bra Miljöval is an efficient tool to secure real environmental impact in public procurement – while also supporting Agenda 2030,” says Sofie E. Munteanu.

Lowered environmental ambitions and persistent myths about higher prices risk slowing the transition. As goals weaken, clear and science-based tools for companies become even more important.

— This is a time for responsible businesses to take the lead and show the way forward,” says Sofie E. Munteanu, Director of Bra Miljöval.

A common misconception is that ecolabelled products are more expensive. However, a new French price study shows that on average, eco-labelled products cost the same or even less than conventional ones – proving that sustainable choices don’t have to come with a higher price tag.

Bra Miljöval’s future goals include increasing the use of the label in public procurement, phasing out more hazardous chemicals, and strengthening international collaboration to drive systemic change.

— The future of ecolabelling is about tackling climate change, biodiversity loss, and overconsumption – and making it easier for consumers, companies, and the public sector to choose right,” says Sofie E. Munteanu.