ProductcarbonfootprintlabellingConsumerresearch2020WhoweareContentsEstablishedin2001,theCarbonTrustworkswithbusinesses,governmentsandIntroduction1institutionsaroundtheworld,helpingthemcontributeto,andbenefitfrom,amoresustainablefuturethroughcarbonreduction,resourceefficiencystrategies,andSummaryofresults2commercialisinglowcarbonbusinesses,systemsandtechnologies.Theresearch2TheCarbonTrust:2020results3•workswithcorporatesandgovernments,helpingthemtoaligntheirstrategieswithclimatescienceandmeetthegoalsoftheParisAgreement;Howimportanttoconsumersiscorporateactiontoreduce•providesexpertadviceandassurance,givinginvestorsandfinancialinstitutionsproductcarbonfootprints?4theconfidencethatgreenfinancewillhavegenuinelygreenoutcomes;andDoconsumersthinkcarbonlabellingisagoodidea?5•supportsthedevelopmentoflowcarbontechnologiesandsolutions,buildingthefoundationsfortheenergysystemofthefuture.Arethecarbonemissionsofaproductafactorinconsumers’HeadquarteredinLondon,theCarbonTrusthasaglobalteamofover200staff,purchasingdecisions?6representingover30nationalities,basedacrossfivecontinents.Ifacompanyhasreducedthecarbonfootprintofaproduct,howdoesitchangeconsumers’brandperception?7Year-on-yearcomparisons8Notesonresearch9Internationalresults10France11Germany12Italy13Spain14Sweden15TheNetherlands16UK17US18IntroductionSummaryofresultsDuringthelastfewyearstheclimatecrisishasbecomeevermorepresentinthepublicTheresearchshowscontinuedlevelsofsupportforcarbonlabellingonproductsacrossconsciousness.UnprecedentednaturaldisasterssuchasthebushfiresinAustraliaallcountries,withtwo-thirdsofconsumerssayingtheythoughtitwasagoodidea.andfloodinginIndonesiaandtheUKhascoincidedwithanincreasedlevelofclimateactivism.In2019,partsofmajorcitieswererepeatedlybroughttoastandstillbytheThebrandbenefitofsharinginformationonthecarbonfootprintofproductswasalsoExtinctionRebellionprotests,andaroundtheworldschoolchildrenhaveledmassconsistentwithpreviousresults.Two-thirdsofconsumersofallmarketssurveyedwalkouts,leavingtheirclassroomstodemandclimateactionfortheirfuture.saidtheyaremorelikelytothinkpositivelyaboutabrandthatcoulddemonstrateithadAnincreasinglyclimate-awareandeducatedpublicarecollectivelydemandingchange,loweredthecarbonfootprintofitsproducts.butaretheybackingthissentimentwiththeirwallets?Consumerpurchasingpowercouldbeonelevertodrivedecarbonisation,buttobetrulyeffective,consumersmustFrance,ItalyandSpainarethecountrieswiththehighestlevelsofsupportforbeabletoreadilyaccessinformationonthetrueclimatechangeimpactsofproductslabellingwith80,82and79percentofconsumersrespectivelysayingtheythinkandservices.labellingisagoodidea.SwedenhasseenthehighestincreaseinsupportforlabellingTounderstandifaccesstothisinformationcouldempowerconsumerstoshiftmarketscomparedtopreviousyears,thoughinterestinlabellingisstillrelativelymodesttowardsmoresustainablepractices,itiscriticaltounderstandhowtheyviewlowwhencomparedtoFrance,ItalyandSpain.carbonalternatives,orcompanieswhoareabletodemonstrateeffortstoreducetheclimateimpactsoftheirproducts.Theresearch1.ThefindingsinthisreportarefromthreeseparatesurveysallofwhichwereundertakenbyYouGov.Thefigureshavebeenweightedandarerepresentativeofalladults(aged18+)ineachmarket.Percentagesandtotalshavebeenroundedforreportingpurposes.In2020,thetotalsamplesizewas10,540adults–1,008inFrance,2,149inGermany,1,031inItaly,1,030intheNetherlands,1,058inSpain,1,031inSweden,2,071intheUKand1,159intheUS.Fieldworkwasundertakenbetween25February-2March2020.Thesurveywasconductedonline.In2019,thetotalsamplesizewas9,037adults–comprising1,001inCanada,1,004inItaly,1,004inNetherlands,1,664inSpain,1,034inSweden,2,078intheUKand1,251intheUS.Fieldworkwasundertakenbetween11-22February2019.Thesurveywasconductedonline.In2016,thetotalsamplesizewas5,271adults–comprising1,001inFrance,2,095inGermanyand2,157intheUK.Fieldworkwasundertakenbetween12-13thOctober2016.Thesurveywasconductedonline.2.20202020resultsresultsHowimportanttoconsumersiscorporateactiontoreduceproductcarbonfootprints?Akeydriverforcorporatestoreducethecarbonfootprintoftheirproductsisconsumerattitudestowardsclimateaction.Question:Beforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.Country(%)ResponseFranceGermanyItalySpainSwedenNethTehrelandsUKUSTotalStronglyagree24102424101291315%Tendtoagree412335292230272428%Nneoitthdeisraaggrreeee233026302529363130%Tendtodisagree818971313161213%Stronglydisagree31336251191411%Don’tknow263344364%Net:agree653359533243363742%Net:disagree103112143824252624%Keytakeaways:•IneverycountryexceptSweden,morerespondentsagreethandisagreethatitisimportantforthemtoknowthatthecompanytheyarepurchasingfromisactingtoreduceitsproduct’scarbonfootprints.•Onaverageovertwo-fifthsagreethatitisimportanttothem,whilealmostonequarterdisagrees,andnearlyathirdneitheragreesnordisagrees.•France,ItalyandSpainarethecountriesthathavethehighestpercentageofpeoplewhoagreedwiththisstatement.4.2020results2020resultsDoconsumersthinkcarbonlabellingisaArethecarbonemissionsofaproductafactoringoodidea?consumers’purchasingdecisions?Ifconsumersarelookingtoselectproductsbasedontheircarbonfootprints,thenConsumersmaythinkthatcompanies’effortstodecarboniseproductsandserviceslabellingisaneffectivewayforcompaniestocommunicatewiththeircustomers–butareimportantandthatcommunicatingthatinformationthroughlabellingisagoodideadoconsumersagree?–butinanenvironmentwherelabellingisnotmandatory,howmanyarepurchasingproductswithcarbonemissionsinmind?Question:Question:It’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.Country(%)Country(%)ResponseFranceGermanyItalySpainSwedenNethTehrelandsUKUSTotalResponseFranceGermanyItalySpainSwedenNethTehrelandsUKUSTotalStronglyagree383043562726232632%Stronglyagree152018163127162621%Tendtoagree433639232637403135%Tendtoagree323030241932362830%Nneoitthdeisraaggrreeee151911142222252620%Nneoitthdeisraaggrreeee272228281923232224%Tendtodisagree354275534%Tendtodisagree161715181311171215%Stronglydisagree1423116495%Stronglydisagree86611134677%Don’tknow152374464%Don’tknow243443353%Net:agree806682795363635667%Net:agree475048405059515450%Net:disagree4105518118129%Net:disagree242321282616231823%Keytakeaways:Keytakeaways:•Overtwo-thirdsofconsumersthinkthatitisagoodideatofeaturecarbonlabels•Onaverage,halfofpeopleagreethatthecarbonfootprintofaproductisnotonproducts.somethingthattheythinkofwhenselectingaproducttobuy.•FourinfivepeopleinFranceandItalythinkthatitisagoodidea.•ThecountrieswiththehighestamountofrespondentsdisagreeingareSpain•InSpain56%ofconsumerssaidthey‘stronglyagree’withthestatement.andSweden,at28%and26%respectively,suggestingthattheseconsumersareconsideringthecarbonemissionsofproductswhenpurchasing.5.6.2020resultsYear-on-yearcomparisonsIfacompanyhasreducedthecarbonfootprintofaproduct,howdoesitchangeconsumers’brandperception?Companieswhoareabletodifferentiateandmarkettheirproductsonhavingareducedcarbonfootprintdosoforanumberofreasons,bothethicalandfinancial,buthowdoesitbenefittheirbrandreputation?Question:Imaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsthiscompany,orwoulditmakenodifference?Country(%)ResponseFranceGermanyItalySpainSwedenNethTehrelandsUKUSTotal45Muchmore292236361616221725%positive1247373423742423440%Slightlymore2positive17273133129293525%81Nodifference255336233%Slightlyless13232132%positiveMuchless474105586%positive7759795358645164%Don’tknow27468365%Net:morepositiveNet:lesspositiveKeytakeaways:•Almosttwo-thirdsofconsumerssaytheywouldfeelmorepositivetowardscompaniesthatthathavereducedthecarbonimpactsoftheirproducts.•France,ItalyandSpainareagainthemarketswiththehighestnumberofconsumerswhosaythattheywouldfeelmorepositiveaboutacompany/brand.7.Year-on-yearcomparisonsYear-on-yearcomparisonsNotesonresearchInternationalresultsTheCarbonTrustcommissionedYouGovtoundertakeinternationalconsumerresearchBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’moncarbonlabellingin2016,2019and2020.Consumersweresurveyedindifferentpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.countriesforeachsurvey,andin2019and2020theweightedaverageacrosscountrieswascalculatedasinternationalresults.AgreeDisagree201943%22%2016202042%24%France,Germany,UKIt’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.2019AgreeDisagreeInternationalresults,Canada,Italy,Spain,Sweden,TheNetherlands,UK,US201967%10%202067%9%2020WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.Internationalresults,France,Germany,Italy,Spain,Sweden,TheNetherlands,UK,USAgreeDisagree201952%21%202050%23%Imaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsthiscompany,orwoulditmakenodifference?MoreLess201966%5%202064%5%9.10.Year-on-yearcomparisonsYear-on-yearcomparisonsFranceGermanyBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.purchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.2016AgreeDisagree2016AgreeDisagree202049%16%202039%26%65%10%33%31%It’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithIt’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.acommitmenttomeasuringandreducingtheircarbonfootprint.2016AgreeDisagree2016AgreeDisagree202073%6%202066%10%80%4%66%10%WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotWhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.generallysomethingthatIthinkabout.2016AgreeDisagree2016AgreeDisagree202052%19%202055%22%47%24%50%23%Imaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatImaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...oneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsKnowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsthiscompany,orwoulditmakenodifference?thiscompany,orwoulditmakenodifference?MoreLessMoreLess201676%3%201650%9%202077%2%202059%7%11.12.Year-on-yearcomparisonsYear-on-yearcomparisonsItalySpainBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.purchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.2019AgreeDisagree2019AgreeDisagree202060%11%202056%14%59%12%53%14%It’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithIt’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.acommitmenttomeasuringandreducingtheircarbonfootprint.2019AgreeDisagree2019AgreeDisagree202085%4%202080%6%82%5%79%5%WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotWhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.generallysomethingthatIthinkabout.2019AgreeDisagree2019AgreeDisagree202055%18%202043%26%48%21%40%28%Imaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatPleasenowimaginethatyouwereconsideringpurchasingaproduct,andyouoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...discoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintKnowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlessthiscompany,orwoulditmakenodifference?positivetowardsthiscompany,orwoulditmakenodifference?MoreLessMoreLess201984%5%201978%4%202081%5%202079%4%13.14.Year-on-yearcomparisonsYear-on-yearcomparisonsSwedenTheNetherlandsBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.purchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.2019AgreeDisagree2019AgreeDisagree202030%34%202038%25%32%38%43%24%It’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithIt’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.acommitmenttomeasuringandreducingtheircarbonfootprint.2019AgreeDisagree2019AgreeDisagree202049%18%202060%11%53%18%63%11%WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotWhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.generallysomethingthatIthinkabout.2019AgreeDisagree2019AgreeDisagree202053%18%202058%16%50%26%59%16%Pleasenowimaginethatyouwereconsideringpurchasingaproduct,andyouImaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatdiscoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...ofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlessKnowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardspositivetowardsthiscompany,orwoulditmakenodifference?thiscompany,orwoulditmakenodifference?MoreLessMoreLess201951%6%201954%7%202053%6%202058%8%15.16.Year-on-yearcomparisonsYear-on-yearcomparisonsUKUSBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mBeforepurchasingaproduct,it’simportantformetoknowthatthecompanyI’mpurchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.purchasingitfromistakingactiontoreducetheproduct’scarbonfootprint.2016AgreeDisagree2019AgreeDisagree201924%36%202039%26%202035%25%37%26%35%25%It’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithIt’sagoodideatousearecognisablelabelonproductsthathavebeenmadewithacommitmenttomeasuringandreducingtheircarbonfootprint.acommitmenttomeasuringandreducingtheircarbonfootprint.2016AgreeDisagree2019AgreeDisagree201956%12%202057%16%202065%8%56%12%63%8%WhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotWhenIamchoosingaproducttobuy,theproduct’scarbonfootprintisnotgenerallysomethingthatIthinkabout.generallysomethingthatIthinkabout.2016AgreeDisagree2019AgreeDisagree201957%18%202054%20%202051%25%54%18%51%23%Imaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatImaginethatyouwereconsideringpurchasingaproduct,andyoudiscoveredthatoneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...oneofthecompaniessellingithadreducedthecarbonfootprintofthatproduct...Knowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsKnowingthis,towhatextentwoulditmakeyoufeelmoreorlesspositivetowardsthiscompany,orwoulditmakenodifference?thiscompany,orwoulditmakenodifference?MoreLessMoreLess201655%3%201957%7%201967%2%202064%3%202051%6%17.18.www.carbontrust.com+44(0)2071707000Whilstreasonablestepshavebeentakentoensurethattheinformationcontainedwithinthispublicationiscorrect,theauthors,theCarbonTrust,itsagents,contractorsandsub-contractorsgivenowarrantyandmakenorepresentationastoitsaccuracyandacceptnoliabilityforanyerrorsoromissions.Alltrademarks,servicemarksandlogosinthispublication,andcopyrightinit,arethepropertyoftheCarbonTrust(oritslicensors).Nothinginthispublicationshallbeconstruedasgrantinganylicenceorrighttouseorreproduceanyofthetrademarks,servicesmarks,logos,copyrightoranyproprietaryinformationinanywaywithouttheCarbonTrust’spriorwrittenpermission.TheCarbonTrustenforcesinfringementsofitsintellectualpropertyrightstothefullextentpermittedbylaw.TheCarbonTrustisacompanylimitedbyguaranteeandregisteredinEnglandandWalesundercompanynumber4190230withitsregisteredofficeat4thFloorDorsetHouse,StamfordStreet,LondonSE19NT.PublishedintheUK:April2020©TheCarbonTrust2020.Allrightsreserved.
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