Magazine article Marketing

Brands to Bear Carbon Trust Label

Magazine article Marketing

Brands to Bear Carbon Trust Label

Article excerpt

Walkers, Innocent Drinks and Boots flag up a pledge to reduce their carbon footprints. Joanna Bowery reports.

Walkers, Boots and Innocent Drinks are highlighting their commitment to the environment by vowing to reduce their carbon footprints.

The three companies have signed up to trial a Carbon Trust labelling initiative that will eventually flag up the measure of a product's carbon content, from source to store. The aim is to help consumers make more informed purchasing decisions.

Although not all consumers are clear about the exact definition of a carbon footprint, they are more likely to be aware of its importance on the political agenda after recent announcements on the issue by politicians including the Prime Minister and the chancellor, Gordon Brown.

Food Ethics Council research fellow Paul Steedman asserts that these brands believe they are pre-empting a mass consumer trend. 'They are all competing to be the greenest', he says.

The Carbon Trust's chief executive, Tom Delay, says its scheme will tap into the public's desire to tackle climate change.

'We believe that this label, with its built-in commitment to reduce the product's carbon footprint, will act as a powerful bridge, connecting carbon-conscious companies with their customers,' he adds.

While the initiative is aimed at the public, its effects are liable to be felt more keenly by manufacturers. 'It puts more responsibility on companies to reform manufacturing processes than on consumers making a decision,' says Steedman. …

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