Green marketing: First steps and footprints

10 Nov 2008 | Author: John Russell

Leading brands’ enthusiasm for measuring carbon footprint data is growing, but customers have yet to catch on

UK brands are realising it pays to reduce carbon dioxide emissions in their operations and supply chains. Doing so cuts energy bills and production costs. It gets suppliers to innovate to create low-carbon products. And it readies a company for future emissions-cutting laws.

For all of these reasons, data on how much CO₂ a company emits is becoming important to investors in UK-listed firms. But do customers want to know these numbers too? Yes, according to 25 brands piloting the Carbon Reduction Label from the UK’s Carbon Trust, a government-funded body.

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