According to the 2024 Canadian State of the Industry report from ASI Research, client queries for environmentally friendly, Canadian-made and socially responsible products continue to increase.

Ann Baiden, CEO and founder of Innovatex Solutions (asi/231194) in Richmond Hill, ON, says she’s absolutely seen this trend among her customers. At the same time, they’re choosing not to trumpet the eco bona fides of the items they purchase. “They’re concerned about greenwashing,” says Baiden, “so they’re not calling extra attention to the items.”

Indeed, Canada recently passed Bill C-59, an anti-greenwashing law that requires claims of environmental benefits of products and services to be proven for individuals and companies to avoid strict penalties – it awaits further clarification from the Canadian government.

In the meantime, Baiden cites Counselor Top 40 supplier Gemline (asi/56070; Canada, 56071) as a company that’s walking the walk with product-level carbon emissions tracking.

“It’s incredibly important that we continue to educate end-buyers on purchasing the correct products,” says Baiden. “We spend a lot of time creating social media content and speaking to clients to do just that.”

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