Despite the bold steps taken by corporations to achieve net-zero, consumer confusion surrounding carbon is on the rise. In fact, a report titled ‘Consumer & Carbon: ‘Cutting through the Carbon Jargon’ reveals that 53% of shoppers feel overwhelmed by the multitude of messages regarding carbon footprint and emissions.
Moreover, a staggering 59% of consumers admit to being unaware of what their own carbon footprint should be, with 51% expressing the need for assistance in reducing their impact. Unfortunately, they encounter various barriers when attempting to adopt more eco-friendly practices.
In response to this overwhelming confusion, 73% of shoppers believe that household brands should assume the responsibility for transparently addressing carbon concerns on their behalf.
The report also highlights that packaged consumer foods contribute the most to carbon emissions, accounting for 42% of the total.
Adding to the confusion, terms like ‘sustainability,’ ‘environmental,’ and ‘carbon positive’ lack clear definitions, while the packaging industry offers a plethora of competing benchmarks.
Clearly, there is a significant need to educate consumers about carbon. This report underscores the immense opportunity for businesses to clarify and provide reassurance through carbon labeling. Only when consumers begin to fully comprehend the impact of carbon will they understand its importance.
As pressure mounts for food and drink companies to enhance transparency along the entire value chain, Bord Bia’s report emphasizes the essential support provided by ‘The 6 C’s’ guiding principles. These principles, such as ‘credible proof points,’ ‘clear transparent detail,’ ‘comparative certification,’ and ‘consistent messaging,’ empower food and drink businesses and brands operating in the UK to communicate their carbon impact more effectively.
Bord Bia, through its Origin Green Programme, already demonstrates progress in this area. They assist food and drink businesses in their journey towards net-zero, offering comprehensive guidance on carbon emissions and organizing informative webinars to help companies establish Science-Based Target Initiatives (SBTis).
Reflecting on the findings, Cian O’Mahony, an insight and planning specialist at Bord Bia, acknowledges the opportunity to bridge the existing communication gap. The research conducted by Bord Bia provides actionable recommendations and guidance for brands and businesses to develop effective carbon communication strategies, which is crucial in today’s environmental landscape.