Communicating climate action - ClimatePartner
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Communicating climate action Emilien Hoet – Head of ClimatePartner UK Tom Sadan – Sustainability Engagement Manager
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name/company will remain anonymous.
At the end of the Deep Dive, we will share the
team’s contact details, should you wish to get
in touch.
2
A reminder as to why we are all here today, participating
in climate action
Photograph featured in TIME magazine: a lady outside her house
during the Evia Greek Wildfires.
4
Photograph featured in Reuters: Manilla in the Philippines
was hit by a Typhoon, killing 67.
5
Photograph featured in The Guardian: Ella Kissi-Debrah. A coroner
made legal history by ruling that air pollution was a cause of death.
6
Since 2006 Software as a Service
(SaaS)
Climate action consulting
> 200 employees
services
> 4,000 corporate International team from 15
customers countries
> 100 carbon offset
> 35 countries
projects
Carbon Neutral Companies, Products and Services
7
Expansion 2021: France, Italy, Spain, Sweden, USA
8
Agenda
Market trends and guidance
Terminology
Engaging your stakeholders
Best practice and case studies
9
Environmentally friendly products are in-demand
ClimatePartner Climate Awareness Report, 2021
• Over 90% of respondents believe
contributing to climate action is
fundamentally important
• Over 60% of respondents either only
buy environmentally products or at
least try to
Source: ClimatePartner Climate Awareness Report, 2021: 1,002 consumers in Germany
https://www.climatepartner.com/sites/default/files/2021-04/2021-
04%20ClimatePartner%20Climate_Awareness_Report_EN.pdf
10Sustainability becomes more important for consumers – pressure
on companies to take action rises
Capgemini & GfK studies, 2020
• Consumers attribute largest impact
on environment to manufacturers
(GfK, 40%)
• A significant amount of consumers
change their purchase preference
(79%) due to sustainability
concerns (Capgemini*)
*Source
Capgemini-study: 7.500 consumers 750 large organisations, 9 countries
https://www.capgemini.com/de-de/wp-content/uploads/sites/5/2020/07/Final-Web-Report-
Sustainability-In-CPRD.pdf
11CMA in the UK is examining ‘green’ claims’
Draft guidance has been released with laws to be implemented in Sep 21
The proposed guidance sets out six principles that environmental claims must follow.
1. Be truthful and accurate
2. Be clear and unambiguous
3. Not omit or hide important information
4. Only make fair and meaningful comparisons
5. Consider the full life cycle of the product
6. Be substantiated
12CMA in the UK is examining ‘green’ claims’
Draft guidance has been released with laws to be implemented in Sep 21
Key takeaways:
Environmental claims should be specific: “[3.44] Vague and/or general statements of environmental benefit
– ‘environmentally friendly’, ‘eco’, or ‘sustainable’ – are more likely to be misleading.”
Carbon neutrality claims should state the reduction and/or offsetting strategy: “[3.68] They should provide information
about the scheme (which should be based on recognised standards and measurements, capable of objective verification).”
Brands should share sustainability information off-pack and online: “[3.76] Thought should be given to how
[information about the full life-cycle of a product] could be disclosed to the consumer by some other means
(e.g. by link to information on a website via a QR code). [3.49] In an online claim, for example, [information]
should be made available by a single click through link.”
Claims based on a specific part of a product’s life-cycle should say so: “[3.102] Claims may be based on a specific part
of an advertised product’s life cycle, or part of a business’s activities. It should be clear which aspect they refer to.”
13CMA in the UK to examine if ‘eco-friendly’ claims are misleading
Analysing descriptions and labels of products and services
Examples of misleading behaviour could include:
Exaggerating the positive Industries of focus: textiles and
environmental impact of a product or
fashion, travel and transport,
service
and fast-moving consumer
Using complex or jargon-heavy goods (food and beverages,
language beauty products and cleaning
products)
Implying that items are eco-friendly
through packaging and logos when
this is not true
14The definitive label demonstrating “carbon neutral” for your
company and products
✓ Available in several languages
✓ Details about your company
✓ Climate action strategy
✓ Reduction measures
✓ Downloadable certification
Category ID Tracking QR-Code
✓ Details about the offset order
✓ Details about the offset project
•
•
Project standard / auditor
Project description
• Sustainable Development Goals
• Picture (and videos) of the project
15The ClimatePartner label verifies carbon neutrality and provides
transparency
Mindful Chef carbon neutral company & reduction strategy
16How to use our label
Always use the Provide Accountability
label for the for continued
dedicated
transparency
neutrality
entity
2021
• Dedicated webpage
• Available
methodology report
• QR code to scan
into more 2022
information
17Accessible sustainability claims for consumers
Foundation Earth
• The Autumn 2021 pilot will assess
environmental the impact of farming,
processing, packaging, and transport,
on carbon, water usage, water
• Source: https://www.foundation-earth.org/pilot-launch/
18Companies are helping consumers navigate sustainability claims
Finding sustainable products via Amazon Climate Pledge Friendly
19In summary: Authenticity in all communication
Transparency, consistency, accessibility
Key focus areas to ensure transparent communication of your climate action:
1. Be fully transparent about your commitments – make sure your methodology and targets are
disclosed publicly where your consumers can easily access this information
2. Make sure your work and calculations have been audited – verify your commitments, targets,
and calculations with recognised and audited third parties
3. Make sustainability a business-wide initiative – engage your employees, embed it into your
business strategy and make it a core of who you are as a business
4. Focus on the journey – it's not about being perfect from the get-go. Express your achievements but
also improvements you're planning to make
5. Do your homework – only use terms you are familiar with, and make sure that any terms you use,
you can explain
20Agenda
Market trends and guidance
Terminology
Engaging your stakeholders
Best practice and case studies
21Be wary of some ill-advised terminology
Below are certain terms not yet defined by any standard or institution, and should
therefore be avoided when communicating your impact.
• Zero carbon: ASA ruled against it in 2011 (solar panel), and theoretically
impossible
• Carbon-free: Used by Google, but is possibly misleading and also theoretically
impossible
• Carbon negative: Used by Microsoft & Brewdog. We would recommend avoiding as
inflammatory and confusing
• Climate positive: One of SBTi’s approved pathways towards net zero, but should
be avoided in any other context. Used by IKEA & Max Burgers (because they offset
110%)
22Clarify any climate jargon for your audience
When using climate change terminology across your social media channels, make sure to be familiar
with the terms you are using first.
• Carbon/Climate Neutral: Aligns with UNFCC terminology, PAS 2060 and upcoming ISO 14068
• Net Zero (carbon emissions): SBTi’s September 2020 paper; full standard to be released soon
• Science Based Target: Science-Based Targets are a set of goals developed by a business to
provide it with a clear route to reduce greenhouse gas emissions within a 1.5 degree pathway
• Carbon offsets or credits: A carbon offset credit is a transferrable instrument certified by
governments or independent certification bodies (e.g. Gold Standard, VCS, WCC) to represent an
emission reduction of one metric tonne of CO2, or an equivalent amount of other GHGs
More info can be found in our Glossary of Climate Terms here.
23Familiarise yourself: The difference between Net Zero and Carbon
Neutral
Carbon/Climate
Net Zero
Neutral
Reducing emissions where possible, but not Reducing emissions as close as possible to
1. necessarily in line with a Science Based 1.
zero in line with a Science Based Target
Target
Offsetting emissions through any combination Offsetting residual emissions through
2. of avoidance (e.g. Forest protection), 2. removal projects only (e.g. Afforestation);
reduction (e.g. Clean drinking water) or in SBTi language this would be
removal projects; in SBTi language this could ‘neutralisation’ only
be ‘compensation’ and/or ‘neutralisation’
24Familiarise yourself: The difference between Net Zero and Carbon
Neutral
Carbon/Climate
Neutral Net Zero
Can refer to an organisation, company, Typically refers to an organisation, including
3. product, event, packaging, or shipping 3.
all relevant Scope 3 emissions
Defined by multiple organisations such as Current definition being refined by the
4.
ClimatePartner, standards like PAS 2060 Science Based Target initiative
4.
and supranational bodies such as the UN
Can be used as a claim today, as a positive
Should be used as a future-facing
5. step towards Net Zero. The system 5. commitment. Claims can only be made
boundaries and robust reduction plan should
upon achieving your Science Based Target
be made clear
25Carbon Avoidance & Reduction
Carbon Avoidance (Compensation)
• Forest protection
Carbon Reduction (Compensation)
• Clean cookstoves & drinking water
• Renewable energy
Carbon Removal (Neutralisation)
• Afforestation
• Mangroves
• Soil Organic Carbon
Carbon Removal
Infographics and visuals make science easier to understand
26Agenda
Market trends and guidance
Terminology
Engaging your stakeholders
Best practice and case studies
27How to communicate your carbon footprint
Bringing the science to life
Example: 10 tonnes
Your carbon footprint is equal to…
... A distance of … the annual CO2 … the production of
31,056 km footprint of 814 kg
driven by car 1 of beef
average global citizen
You can also use our translation tool here.
28A real-life example of these infographics being put to use
29How to engage your employees in climate action?
Create a Ask your employees Introduce the Good Celebrate key Generate a carbon
Sustainability to vote on what Life Goals as a environmental code of conduct for
Champions group carbon offset concept dates with your your team of dos
internally projects you invest team and don'ts to be
in sustainable within
and outside of work
30Enabling employees to have an impact first-hand
ClimatePartner’s Swiss team supporting the Friends of Mountain
Forest Project in their work for forest protection
31Thinking ahead: What your customers may want to know
Be prepared to answer questions from your clients
• Why focus on offsetting instead of reduction? These two actions aren't mutually
exclusive, offsetting allows you to take immediate action as you implement long term
reduction strategies.
• Isn't offsetting just a way for people to “buy" themselves a good conscience
instead of trying to reduce their footprints? This is only true if you do nothing about
your carbon footprint. If you are reducing your carbon footprint, offsetting allows you to
compliment this strategy.
• Why support projects overseas instead of those close to home? Climate change is a
global issue whose impact spreads globally. Countries in the global south have been hard
hit with natural disasters, poverty and deforestation which means overseas carbon offset
projects have a big impact and are needed.
32Thinking ahead: What your customers may want to know
Be prepared to answer questions from your clients
• How do you know that the offset projects that you support deliver actual impact?
All projects offered by ClimatePartner have been certified by third party auditors that
ensure all the proceeds after administrative costs are given to developing and maintaining
the projects.
• Why are there fewer projects in the UK and Europe compared to the global
south? To avoid double counting and for additionality. Carbon offset projects are
particularly effective in the global south, as they are more financially efficient and
contribute more to wider sustainable development.
33Tomorrow Bank has an engaging, accessible FAQ section online
34Agenda
Market trends and guidance
Terminology
Engaging your stakeholders
Best practice and case studies
35Case Study: Toast Ale
A great example of an engaging sustainability report
36Case Study: Leon Restaurants
ClimatePartner provided support in their PR & communications
37Case Study: Leon Restaurants
ClimatePartner provided support in their PR & communications
38Case Study: Mindful Chef
ClimatePartner provided support in their sustainability reports & communications
39Case Study: Mindful Chef
ClimatePartner provided support in their sustainability reports & communications
40Case Study: Minor Figures
British Carbon Neutral Oat M*lk
41Case Study: Minor Figures
British Carbon Neutral Oat M*lk
0.39 CO2 (kg) per 1L pack 0.22 CO2 (kg) per 1 L
used in a Bag in the Box
42Case Study: Minor Figures
British Carbon Neutral Oat M*lk
“So you better check yourself
before you offset yourself!”
43Case Study: fiid
World’s first carbon neutral ready meal
• fiid published their product carbon
footprint for full transparency, and
broke down some of their emission
hotspots to make the content more
accessible for all stakeholders
44Case Study: Zanier
A completely carbon neutral apparel company
A two minute explanatory video all about carbon neutrality
45Mondi: Examples of communicating carbon neutral products
46Integration of carbon neutrality communication at all relevant
consumer touchpoints
Customer Best Practices
Stores – Aldi Süd Instagram – Nestlé Wagner Print – Katjes
47Integration of carbon neutrality communication at all relevant
consumer touchpoints
Customer Best Practices
Influencer – Stefanie Giesinger Website – Nestlé Nutrition Social Media – Eckes Granini
48Integration of carbon neutrality communication at all relevant
consumer touchpoints
Customer Best Practices
Flyer – Aldi Süd Finance – Tomorrow Bank TV – frei öl
49Resources ClimatePartner can provide you with
• Marketing Kit to help you use our label
• Our logo and 'Carbon Neutral' label
• Glossary of climate change terms
• Image/video material and texts on your supported carbon offset project
• Your company can be found on our ClimateMap
• Free of charge: participation in our Online Academy
50Links and resources:
• https://leon.co/presents/read/the-future-of-fast-food-is-better-for-the-planet/
• https://countdown.ted.com/
• https://www.mindfulchef.com/blog/2020/
• https://minorfigures.com/blogs/news/minor-figures-is-now-carbon-neutral
• https://you.climatepartner.com/en/
• https://www.monicavinader.com/sustainability
• https://www.toastale.com/uploads/files/1624287837ToastAleImpactReport2020.pdf
• https://www.nectarsleep.co.uk/pages/climate-partner
51ClimatePartner Online Academy and Deep Dives
www.climatepartner.com/academy
Online Academy (150min)
• Starting point for climate change and climate action
• Implementing a climate action strategy
• Involving suppliers
• Carbon neutrality in practice
Online Deep Dive (90min)
• Product Carbon Footprint
• Supply Chain Solutions
• Science Based Targets and Net Zero
• Green Energy Solutions
• Carbon Offset Projects
52Headquarters ClimatePartner GmbH Emilien Hoet
St.-Martin-Str. 59 Telephone
81669 Munich, Germany +44 7555 146 961
Tel +49 89 1222875-0
germany@climatepartner.com Email Address
Emilien.hoet@climatepartner.com
ClimatePartner UK Ltd. Tom Sadan
Sustainable Workspaces, Riverside
Building, County Hall (3rd Floor), Telephone
Westminster Bridge Road +44 20 3093 8265
London SE1 7PB
Email Address
United Kingdom Tom.Sadan@climatepartner.com
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