It’s Easy Being
(aware of who is) Green

Meeting climate change targets is a huge challenge that is dominating headlines, government policymaking and organisational decision-making. It often feels like time is running out: the IPCC (Intergovernmental Panel on Climate Change) recently warned that, to avoid catastrophic climate change of above 1.5°C, we must reduce global carbon emissions by 7% year on year until 2030. The UK has committed to reduce its greenhouse gas emissions to net zero by 2050, meaning that the country will be taking as much of these climate-changing gases out of the atmosphere as it is putting in. The pressure is on, and everyone has a role to play: Not least brands and consumers.

To coincide with the UN’s conference on climate change, COP26, this green white paper – or green paper (please don’t print it out unless you really need to) – examines the sustainability initiatives of some brands and explores how important environmental concerns are to engaging customers. We also explain our Green Index, which models nationwide attitudes to sustainability issues ,which can be used by brands to understand how green a customer or prospect is and how this should be applied to communicate with them appropriately.

This is a huge challenge for brands across all market sectors. From clothing to supermarkets, automotive to energy providers, print production to fast food delivery, every business of every size will need to transform its business and operating model. A number of brands already have or have recently launched some incredible sustainability initiatives to help not only improve their carbon emissions but also those of their customers.