An online directory of products bearing the Carbon Trust label has been launched today, making it easier than ever for climate-conscious consumers to access verified evidence on carbon reduction claims made by leading brands.
Through the new online directory, consumers can now find additional information about the claims made on-pack with the Carbon Trust label. These labels have been helping to inform consumers about the emissions created by the products they are purchasing since they were launched in 2007.
Nescafé, Dyson and San Pellegrino are among the first brands to share their verified carbon reduction data in the directory. By sharing this additional information, the Carbon Trust and the brands featuring their products are underlining their commitment to further increasing transparency in carbon claims.
This is in line with what a growing majority of consumers want, with a YouGov survey in 2023 showing 66% are willing to pay more for a product with a recognisable label. The same survey found that the Carbon Trust label is the most internationally recognised carbon footprint label by consumers and businesses alike.
New regulations protecting consumers from misleading green claims also shows the importance for brands to communicate their climate action well. This is especially true in the EU, where under the EU Green Claims Directive, all claims must be backed by verifiable sources and the related evidence should be easily accessible to consumers.
Through the directory, brands can communicate their products’ carbon claims with confidence and stay ahead of regulations that demand greater accountability and transparency. Following the launch of the directory, products will continue to be added with the goal of creating an extensive resource of verified carbon claims for consumers.
John Newton, director at the Carbon Trust, said: “The Carbon Trust label directory is a virtual showcase of the work that brands have done and what their plans are to further reduce the carbon impact of their products.
“It gives clear, accessible and comparable information on the extent of the rigorous verification process brands have done to have their product verified for the Carbon Trust label and featured on the directory.
“This additional level of transparency can help brands confidently share their products’ climate story.
“Consumers are increasingly savvy about the environmental cost of the products they buy and also aware of companies who cannot back up their green claims properly.”
Jimmy McIntosh, Dyson Airblade design engineer, said: “Working with an independent third-party expert like the Carbon Trust to verify our product carbon footprints helps us navigate the complex regulatory landscape and ensures we are making claims that stand up to scrutiny.
“Using the Carbon Trust Footprint Label also allows us to differentiate our products and to confidently communicate to our customers the efforts we’re making to address the carbon emissions associated with our hand dryers.
“The Carbon Trust’s new label directory further promotes transparency around carbon claims, and we’re pleased to be one of the trailblazing companies involved in the launch.”
Teresa Garcia, director of sustainability and environment at Pompeian, Inc. said: “By participating in the Carbon Trust programme, we reaffirm our commitment to environmental stewardship and sustainability. It assures consumers that we implement sustainable practices at every stage of our olive oil production.
“The programme offers a credible framework to authenticate our environmental efforts, fostering trust and empowering consumers to make informed choices.”
