Consumers are becoming more carbon aware, with 45% saying they would opt for a product from a manufacturer that is clearly taking steps to reduce its carbon footprint.
This is just one of the findings from recent Carbon Trust analysis, which looked at a broad range of issues from FTSE companies’ targets to consumer shopping habits.
Carbon Trust’s research of consumer buying habits revealed that the number of shoppers prepared to shun brands that fail to display carbon footprint labels on products has doubled in the last year from 22% to 45%. When asked whether they would buy low carbon labelled goods over non-labelled goods of identical quality, the survey found that 47% are more likely to choose low carbon labelled goods over non-labelled and one in five (21%) would pay more for carbon labelled products.
However, it wasn’t all good news; despite the government recently adopting ambitious new carbon targets; only 59% of FTSE 100 companies have clear, robust targets to cut carbon emissions.
“The Government’s decision to set a legally binding target on greenhouse gas emissions beyond 2020 makes it clear that the UK intends to be a global leader in the low carbon economy. Taken alongside increased consumer demand for low carbon products, 2011 is the year for businesses to develop strategies and set clear targets to help them plan and capitalise on green growth opportunities.” Said Tom Delay, chief executive, the Carbon Trust.”
Beyond reduction targets, the analysis found that leading companies are also seeking to exploit revenue generating opportunities from the low carbon economy and are sufficiently confident of success to have set targets accordingly.
Peter Walshe, Global Director of BrandZ, said:
“This new research builds on our own global analysis and shows that the public are in a very uncomfortable place regarding climate change, they understand the significance of the issue; they recognise that businesses’ are a major emitter of emissions, and they want them to do something about it.”
Consumers are more aware of carbon lables