Download Carbon Labelling And The Consumer

October 2007
Carbon Labelling and the Consumer
Agenda
— PepsiCo and climate change
— Walkers, the Carbon Trust and carbon
foot-printing
— Consumer response to carbon labelling
— Learnings, challenges, key questions
and the journey ahead
But first, why Birmingham is the right
place to hold this seminar…..
October 2007
Carbon Labelling and the Consumer
Birmingham (circa 1750)
October 2007
Carbon Labelling and the Consumer
October 2007
James Watt and Matthew Boulton bring the steam engine
to Birmingham….
Carbon Labelling and the Consumer
…and kick-start the industrial revolution.
October 2007
Carbon Labelling and the Consumer
Birmingham in 1840
October 2007
Carbon Labelling and the Consumer
Climate change
October 2007
Carbon Labelling and the Consumer
Climate change and our business
October 2007
Carbon Labelling and the Consumer
Climate change threats are tangible, and can be costed
October 2007
Carbon Labelling and the Consumer
Walkers and the Carbon Trust
October 2007
Carbon Labelling and the Consumer
Walkers and the Carbon Trust
October 2007
Carbon Labelling and the Consumer
Walkers and the Carbon Trust
October 2007
Carbon Labelling and the Consumer
Carbon footprint
October 2007
Carbon Labelling and the Consumer
Carbon footprint
October 2007
Carbon Labelling and the Consumer
Carbon footprint
October 2007
Carbon Labelling and the Consumer
Carbon footprint
October 2007
Carbon Labelling and the Consumer
Carbon footprint
October 2007
Carbon Labelling and the Consumer
Carbon labelling
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
Media response
October 2007
Carbon Labelling and the Consumer
October 2007
Carbon Labelling and the Consumer
October 2007
Consumer awareness
Source: Populus
Carbon Labelling and the Consumer
October 2007
Consumer awareness
Source: Populus
Carbon Labelling and the Consumer
October 2007
Consumer understanding
Source: Populus
Carbon Labelling and the Consumer
October 2007
Consumer understanding
Source: Populus
Carbon Labelling and the Consumer
October 2007
Product recall
Source: Populus
Carbon Labelling and the Consumer
October 2007
Product recall
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is positively received, and can
drive awareness of the environmental impact of products
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is positively received, and can
drive awareness of the environmental impact of products
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is positively received, and can
drive awareness of the environmental impact of products
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is positively received, and can
drive awareness of the environmental impact of products
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is positively received, and can
drive awareness of the environmental impact of products
Source: Populus
Carbon Labelling and the Consumer
October 2007
Carbon Labelling is viewed by consumers as a way to
personally make a difference in a ‘small way’
Source: Populus
Carbon Labelling and the Consumer
October 2007
Our internal tracking also shows
positive feedback for Carbon Labelling
Source: Millward Brown
Carbon Labelling and the Consumer
October 2007
Carbon Labelling has had a positive impact
on opinion about Walkers
Source: Millward Brown
Carbon Labelling and the Consumer
October 2007
Carbon Labelling has had a positive impact
on opinion about Walkers
Source: Millward Brown
Carbon Labelling and the Consumer
October 2007
Carbon Labelling has had a positive impact
on opinion about Walkers
Source: Millward Brown
Carbon Labelling and the Consumer
October 2007
Carbon Labelling has had a positive impact
on opinion about Walkers
Source: Millward Brown
Carbon Labelling and the Consumer
October 2007
Carbon Labelling has had a positive impact
on opinion about Walkers
Source: Millward Brown
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Key lessons
October 2007
Carbon Labelling and the Consumer
Other learnings
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October 2007
Learning through doing can be
uncomfortable, but it makes things
happen.
A consumer-facing carbon
reduction commitment means all
decisions are made through a
carbon lense.
If you are serious about carbon
management, it is not enough to
focus on what you control directly
Agricultural supply chains need to
be engaged. Urgently.
Carbon foot-printing and labelling
is in danger of becoming a
“greenrush”, with multiple global
workstreams.
Carbon Labelling and the Consumer
Challenges and key questions
“Is detailed footprinting
information more
powerful for
consumers, or a
commitment to
reduce carbon?”
“Are full carbon
foot-prints simply
too expensive for
all products?
Should there be a
Lite version?”
“Should a global
approach to
carbon footprinting or
labelling be
developed? How,
and by whom?”
“What margins of
error on footprinting are
acceptable?”
October 2007
“What type of label do
consumers really want:
comparative
factual/GDA,
comparative
banded/Traffic Light,
Fairtrade-style award,
A-E scale”?
“Would
consumer
s want a
Carbon
GDA?”
Carbon Labelling and the Consumer
The journey ahead
October 2007
Carbon Labelling and the Consumer
One last thought….
October 2007