Brands and Consumers
Our research in Consumers, Brands and Climate Change shows a gap between what consumers want and expect from brands on climate change.
The opportunity for companies to lead is clear: people want brands (rather than green specialists) to play a bigger role in tackling climate change. Supporting environmental initiatives, offering green products and services and providing employees an incentive to reduce their carbon footprint are just some ways companies can make an impact.
We worked with brands and consumers to bolster leadership on climate change through a number of programs:
Hong Kong Carbon Reduction Campaign
The Hong Kong Carbon Reduction Campaign (HKCRC) was Hong Kong's first cross-industry employee engagement program on climate change mitigation.
Commencing on May 1, 2009 and running until March 31, 2010, the HKCRC aimed to motivate participants to learn about climate change and live a low carbon lifestyle at work and at home. The campaign involved the participation of 5,000 employees from over 60 multinational companies with the goal of 9,900 metric tons of CO2e reductions over the 12 months of the campaign.
The campaign and the participating companies provided training sessions, employee incentives and hosted internal team building events to educate and encourage employees to reduce carbon emissions. The HKCRC website was launched to be a resource for employers and employees to exchange experiences and obtain tips to lower personal carbon footprints.
A HKCRC exhibition toured the offices of the participating companies to illustrate the impact of collective action on climate change.
Surveys were conducted throughout the campaign to assess the changing views and behavior among the participants. Survey findings were announced in April 2010.
The HKCRC was sponsored by The Hongkong and Shanghai Banking Corporation Limited, HSBC Climate Partnership, Environment and Conservation Fund and Environmental Campaign Committee.
The Climate Group's public-private collaboration Recycle Together emphasized recycling as part of the solution to lower greenhouse gas emissions. The factors that make recycling work and the environmental benefits recycling generates are patently clear. The technologies needed to collect and process materials creating a sustainable materials management system have been tested and deployed. The remaining issues are a scale-up of infrastructure and user rates.
Recycle Together provided elected officials and city managers a blueprint on the policies and practices needed to create municipal recycling programs and successfully manage sustainable materials. Through this, we aimed to dramatically increase recycling rates in the United States to help fight climate change.
What we Do
Harmonizing smart public policy with effective and efficient infrastructure was the goal of Recycle Together. A diverse set of detailed profiles from high performing cities, towns and villages are available on the Recycle Together website. This information gives city leaders and managers the details they need to build or tune up their local recovery infrastructure into an efficient system that can significantly reduce greenhouse gas generation.
Effective recycling systems can affect millions of people, changing wasteful habits into energy saving, materials saving lifestyles. The US Environmental Protection Agency reports that 42% of US greenhouse gas emissions are influenced by materials management policies. This includes impacts from extracting raw materials to produce packaging and products and manufacturing, transporting and disposing of materials. Significant progress can be made to reduce that number by public policy that focuses on efficient and effective recycling infrastructure.
Recycle Together partners included the largest non-alcoholic beverage companies in North America – The Coca-Cola Company, Nestle Waters North America, PepsiCo and Dr.Pepper Snapple Group and the American Beverage Association. ICLEI helped disseminate the information to cities.
For more information, visit www.recycletogether.com
Research shows that consumers want to help fight climate change, but aren't sure what they can do. They're looking for guidance from the brands and organizations they trust most. The Together campaign provided practical steps to help people reduce their emissions; delivered by a unique partnership between major brands, cities and NGOs.
The principles of the campaign:
1. We make it easier for people to tackle climate change rather than just telling them what to do.
2. We work with partners to deliver practical, credible solutions and make them affordable and appealing.
3. We add up the results to show how lots of small actions can add up to make a big difference.
In April 2007, Tony Blair joined the CEOs of some of Britains best known brands to launch a new, three-year consumer engagement campaign on climate change. Together aimed to provide practical steps to help people reduce their emissions. It was delivered by a unique collaboration between business, government and civil society and facilitated by The Climate Group. The Together partners were the driving force behind the campaign, delivering practical, credible solutions and making them affordable and appealing. Central campaign activities aimed to entertain and engage people to take up these solutions.The campaign operated in the UK, the United States and Australia and concluded in January 2010.
Highlights include Tesco selling 4.5 million energy saving bulbs in January 2009, more than double the number they sold in the entire year of 2006 and B&Q announcing record sales of insulation with quarter of a million rolls sold in one week in January 2009 alone.
Over its three years of operation, Together helped incentivize climate actions which saved a total of 5 million tons of CO2 and near $1 billion in household bills worldwide.
Together's successes have prompted wide ranging endorsements including Rt Hon Tony Blair, Rt Hon Gordon Brown, Secretary-General Ban Ki-moon, New York City Mayor Michael Bloomberg and HRH Prince of Wales.