Magazine article Marketing

Editor's Comment: Time to Act on CO2 Facts

Magazine article Marketing

Editor's Comment: Time to Act on CO2 Facts

Article excerpt

If 2007 was the year that green emerged as the colour that reflected the national agenda, then the past two years have been decidedly black.

Yet all the signs suggest that green is coming back with a vengeance and sustainability will be the buzzword for marketing in 2010.

The Carbon Reduction Commitment (CRC), the government's CO2 emissions-trading scheme, comes into force next April. It means that all companies will have their emissions benchmarked against each other in a league table.

Consumers are more suspicious of brands that make green claims and seek assurance that those claims are robust. The CRC will provide the evidence. Companies found to be massaging their green credentials will be found out and judged.

Increased consumer awareness of carbon emissions means it has become a key factor in brand choice, as you can read about in our main feature this week (see page 26).

Marketing has grasped the nettle by voluntarily undergoing inspection by the Carbon Trust to establish our carbon footprint, which we will be aiming to reduce over the next two years. …

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