Embed Size (px)
Citation preview
October 2007
October 2007
Agenda
Carbon Labelling and the Consumer
— 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
Birmingham (circa 1750)
Carbon Labelling and the Consumer
October 2007
James Watt and Matthew Boulton bring the steam engine
to Birmingham….
Carbon Labelling and the Consumer
October 2007
…and kick-start the industrial revolution.
Carbon Labelling and the Consumer
October 2007
Birmingham in 1840
Carbon Labelling and the Consumer
October 2007
Climate change
Carbon Labelling and the Consumer
October 2007
Climate change and our business
Carbon Labelling and the Consumer
October 2007
Climate change threats are tangible, and can be costed
Carbon Labelling and the Consumer
October 2007
Walkers and the Carbon Trust
Carbon Labelling and the Consumer
October 2007
Walkers and the Carbon Trust
Carbon Labelling and the Consumer
October 2007
Walkers and the Carbon Trust
Carbon Labelling and the Consumer
October 2007
Carbon footprint
Carbon Labelling and the Consumer
October 2007
Carbon footprint
Carbon Labelling and the Consumer
October 2007
Carbon footprint
Carbon Labelling and the Consumer
October 2007
Carbon footprint
Carbon Labelling and the Consumer
October 2007
Carbon footprint
Carbon Labelling and the Consumer
October 2007
Carbon labelling
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007
Media response
Carbon Labelling and the Consumer
October 2007Carbon Labelling and the Consumer
October 2007
Consumer awareness
Carbon Labelling and the Consumer
Source: Populus
October 2007
Consumer awareness
Carbon Labelling and the Consumer
Source: Populus
October 2007
Consumer understanding
Carbon Labelling and the Consumer
Source: Populus
October 2007
Consumer understanding
Carbon Labelling and the Consumer
Source: Populus
October 2007
Product recall
Carbon Labelling and the Consumer
Source: Populus
October 2007
Product recall
Carbon Labelling and the Consumer
Source: Populus
October 2007
Carbon Labelling is positively received, and can drive awareness of the environmental impact of products
Carbon Labelling and the Consumer
Source: Populus
October 2007
Carbon Labelling is positively received, and can drive awareness of the environmental impact of products
Carbon Labelling and the Consumer
Source: Populus
October 2007
Carbon Labelling is positively received, and can drive awareness of the environmental impact of products
Carbon Labelling and the Consumer
Source: Populus
October 2007
Carbon Labelling is positively received, and can drive awareness of the environmental impact of products
Carbon Labelling and the Consumer
Source: Populus
October 2007
Carbon Labelling is positively received, and can drive awareness of the environmental impact of products
Carbon Labelling and the Consumer
Source: Populus
October 2007Carbon Labelling and the Consumer
Source: Populus
Carbon Labelling is viewed by consumers as a way to personally make a difference in a ‘small way’
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Our internal tracking also shows positive feedback for Carbon Labelling
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Carbon Labelling has had a positive impacton opinion about Walkers
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Carbon Labelling has had a positive impacton opinion about Walkers
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Carbon Labelling has had a positive impacton opinion about Walkers
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Carbon Labelling has had a positive impacton opinion about Walkers
October 2007Carbon Labelling and the Consumer
Source: Millward Brown
Carbon Labelling has had a positive impacton opinion about Walkers
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Key lessons
Carbon Labelling and the Consumer
October 2007
Other learnings
Carbon Labelling and the Consumer
• 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.
October 2007
“Are full carbon foot-prints simply too expensive for
all products? Should there be a
Lite version?”
“Would consumers
want a Carbon GDA?”
“Is detailed foot-printing
information more powerful for
consumers, or a commitment to
reduce carbon?”
“What margins of error on foot-printing are
acceptable?”
“Should a global approach to carbon foot-printing or labelling be
developed? How, and by whom?”
“What type of label do consumers really want:
comparative factual/GDA, comparative
banded/Traffic Light, Fairtrade-style award,
A-E scale”?
Carbon Labelling and the Consumer
Challenges and key questions
October 2007
The journey ahead
Carbon Labelling and the Consumer
October 2007
One last thought….
Carbon Labelling and the Consumer
