Only 7% of the public believe company claims of action on climate change

Submitted by: The Two Sides Team May 11, 2011

66% of the public question authenticity of company climate change claims, in new study from the Carbon Trust

Businesses risk facing a costly backlash due to consumer mistrust of firms’ claims of action on climate change, according to new research commissioned by the Carbon Trust and supported by global brand analysis, from BrandZ.The research revealed that 90% of the public want firms to commit to the average 3% per year emissions cut required for the UK to meet 2050 climate change targets.  Consumers cite the threat of climate change, which polled as the greatest issue facing the environment, as the root of the heightened public expectation for firms to prove their commitment.

    * 70% of people want businesses to mandatorily disclose their carbon emissions.
    * 56% are more concerned about business’ actions to reduce their impacts on climate change than they were five years ago.

Peter Walshe, Global Director, BrandZ, said:
“This new research builds on our own global analysis and shows that the public are in a very uncomfortable place regarding climate change, they understand the significance of the issue; they recognise that businesses’ are a major emitter of emissions, but most are unclear as to the full extent – and what real action looks like.”

The research shows that the majority of consumers (60%) need third party evidence of action from a respected climate change body before believing corporate claims.  The first place the public search for evidence of corporate climate change claims is not company websites, but search engines; which provide a range of sources.  Just 7% believe the word of companies on their climate change responsibilities and actions to reduce their impacts.

    * 66% question whether companies are genuinely cutting carbon emissions
    * The greatest concern around company claims is that firms simply make one-off improvements to win publicity, and then just return to business as usual (53%).

ormance through a number of actions, including improving shop energy efficiency in John Lewis and Waitrose by 20% against a 2003 /04 baseline.  The Partnership has also just pledged to reduce its absolute carbon emissions by 15% by the financial year 2020/2021, against a baseline of 2010/2011.

Charlie Mayfield, Chairman, John Lewis Partnership, said:
“Our commitment to sustainable business growth is not new.  By setting a stretching and challenging target, underpinned by a robust, long-term carbon reduction plan, we will focus our efforts to reduce our absolute carbon emissions as we grow.  Integral to our approach to reducing our carbon emissions is the trust we have built with our customers based on our commitment to deliver what we promise and the real sense of ownership that our Partners have in our business success”

In order to meet our 2050 carbon emissions targets, the UK must reduce its total CO2 emissions by the total emissions equivalent of England today.  The Carbon Trust today launched its Carbon Citizenship website, with the aim of informing the general public about the risk of climate change, the role of business, and the task ahead of the UK in order to meet its 2050 climate change targets.

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