In 2006 and 2007 we worked closely with the Carbon Trust to measure the carbon footprint of a packet of Walkers crisps, and understand how we can reduce it. The value of 75g of CO2e per 34.5g bag, calculated using the Carbon Trust's rigorous methodology, includes every key step in the process, from planting the potato seed, to the pack arriving in store, through to disposal of the empty packet.
After assessing the footprint we, and the Carbon Trust, wanted to communicate the information - and a commitment to reduce the carbon impact of our crisps - to the public. The launch of the Carbon Trust carbon reduction label on our crisp packets was the result.
The announcement of the trial was welcomed in the media as a groundbreaking initiative - the first carbon label in the world. But supportive media coverage is not our measure of success. We want to know how consumers are responding.
Consumers and carbon labelling
In July 2007 and February 2008 we commissioned consumer research from Populus to take an early snapshot of how consumers are responding to the new carbon label. This research sought to understand awareness, perception and impact of carbon labelling among consumers, and to track perceptions from the launch in March 2007.
The research shows that awareness of carbon labelling is reasonably high, with 78% of consumers saying they have heard of it (rising to 85% for consumers who are concerned about the environment). There is a low level of cynicism towards carbon labelling and a belief that it could, over time, help consumers to make a difference. 31% of consumers say it "allows people to make a modest, personal contribution to the problem of climate change" and 20% say that "it is a positive development and more companies should do it". Only 21% of consumers state that it is "purely a gesture".
Carbon labelling shows real potential to drive behaviour change by increasing consumer awareness of the environmental impact of the food they buy. 79% of consumers now say that the label makes them "more aware of the environmental impact of the products and services they choose to buy".
A minority of consumers recall seeing the label on products. Of those, 17% recalled seeing the label on a packet of Walkers Crisps in July 2007. By February 2008 this number had risen to 32%.
Figure 10: Consumer reaction to carbon reduction label (research undertaken by Populus)
At such an early stage we think these results are encouraging, and suggest that consumers are hungry for more robust information on the carbon impact of the products and services they buy and public declarations of support for our commitment to reduce.
In April 2008 Walkers backed the second phase of the Carbon Trust leadership in this field, by supporting an evolved logo. The new label design includes four core elements: a footprint logo, the carbon footprint number, an endorsement by the Carbon Trust and a written reduction commitment. Our research, along with that of the Carbon Trust and other partners, suggests the new logo will be even more easily understood by consumers.
Carbon labelling - the journey ahead
We know that we are at the start of a journey on carbon labelling. In 2008 and beyond we will work with DEFRA, the Carbon Trust and the British Standards Institute to agree an industry-wide common methodology for carbon footprinting and labelling. We, and others, will work to bring other partners to the initiative - and to engage with consumers to increase their understanding of what the label shows.
With our opportunity to engage millions of consumers, we will continue to watch the consumer response - and whether information on carbon can truly help people make better environmental choices.
