Communicating climate action

19th January 2022, 3PM GMT

Speaker

Charlotte Griaud – Consultancy Team Lead

Tom Sadan – Commercial Sustainability Manager
ClimatePartner Academy
• Languages: EN, DE, FR, NL, IT, SE, ES
• Duration: 2.5 hours

The basis of climate action for corporates

• Climate change and the challenges humanity is facing
• Standards and methodology of carbon accounting
• Climate action strategy and consistent reductions
• High quality and certified carbon offsetting
• Credible and transparent communication of carbon neutrality
• Best practices

Registration is free at www.climatepartner.com/academy

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ClimatePartner Deep Dives
• Languages: EN, DE, NL (more languages to follow)
• Duration: 90 minutes each

Topics
• Product Carbon Footprint
• Supply Chain Solutions
• Science Based Targets and Net Zero
• Green Energy Solutions
• Carbon Offset Projects

Registration is free at www.climatepartner.com/academy

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Why are we here today?
Photograph featured in The Guardian: 18,000 people stranded after
floods and landslides in British Columbia, November 2021

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 Photograph featured in Reuters: ‘Residential buildings are
seen shrouded in smog in Noida, India, November 5, 2021.’

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Photograph featured in The Guardian: Forest fires approaching the
village of Pefki, on Evia island, Greece, August 2021

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 • In order to achieve the Paris
Agreement targets, a massive
acceleration of absolute
emission reductions is
necessary, alongside the scaling-
up of carbon removals

• The remaining carbon budget to

limit global warming below 1.5°C
will be used up in less than 8
years

Source: climateactiontracker.org

Current policy & targets pathways are far from what is required

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EXPERTISE 15+ years | certified | 350+ climate experts | 4,500+ clients

SOFTWARE Software solutions to leverage automation and efficiency

INTERNATIONAL Local teams in 9 European countries and the USA

REDUCTION Climate Action Strategy, SBTi, Green Energy, Scope 3 Platform etc.

OFFSET Project development and 100+ high quality, certified offset projects

LABEL Most transparent and internationally widespread carbon neutral label

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Agenda

Market trends and guidance

Terminology

Engaging your stakeholders

Best practice and case studies

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 • 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

Environmentally friendly products are in-demand

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January 2022
CMA will begin "full review" of misleading sustainability and environmental
Claims. The CMA has warned businesses they have until the New Year to make sure their
environmental claims comply with the law. Global sweep finds 40% of firm's green claims
could be misleading:
https://www.gov.uk/government/news/global-sweep-finds-40-of-firms-green-claims-could-be-misleading

• Vague claims and unclear language including terms such as ‘eco’ or ‘sustainable’ or
reference to ‘natural products’ without adequate explanation or evidence of the claims.

• Own brand eco logos and labels not associated with an accredited organisation.

• Hiding or omitting certain information, such as a product’s pollution levels, to appear more
eco-friendly.

Misleading sustainability claims are common

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 1. Be truthful and accurate

2. Be clear and unambiguous

3. Do 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

CMA in the UK is examining ‘green’ claims

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Key takeaways
Draft guidance has been released with laws to be implemented this year

• 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 the 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.”

CMA in the UK is examining ‘green’ claims

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Examples of misleading behaviour could include:
Industries of focus: textiles and
fashion, travel and transport,
1. Exaggerating the positive environmental impact of
a product or service and fast-moving consumer
goods (food and beverages,
2. Using complex or jargon-heavy language beauty products and cleaning
3. Implying that items are eco-friendly through products)
packaging and logos when this is not true

Analysing descriptions and labels of products and services

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 • Available in several languages

• Accounting methodology

• Climate action strategy

• Reduction measures

• Downloadable certification
Category ID Tracking QR code
(optional) • Transparent offset order

• Details about offset project

The ClimatePartner label enables transparency and credibility in

communication to the end consumer

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Nestlé: Carbon neutral products by Wagner

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Cauldron: Carbon neutral products

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Always use the Provide Accountability
label for the for continued
transparency
dedicated neutrality
entity

2021
• Dedicated webpage
• Available
methodology report
• QR code to scan into 2022
more information

How to use our label

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Customers can already find thousands of carbon neutral products
through Amazon Climate Pledge Friendly

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Agenda

Market trends and guidance

Terminology

Engaging your stakeholders

Best practice and case studies

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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%)

Be wary of some ill-advised terminology

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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 in 2023
may require mandatory reduction work

• 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

Clarify any climate jargon for your audience

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 Carbon/Climate Neutral Net Zero

1. Reducing emissions where possible, but 1. Reducing emissions as close as possible

not necessarily in line with a Science to zero in line with a Science Based
Based Target Target

2. Offsetting emissions through any 2. Offsetting residual emissions through

combination of avoidance (e.g. Forest
protection), reduction (e.g. Clean
drinking water) or removal projects; in
SBTi language this could be
‘compensation’ and/or ‘neutralisation’
removal projects only (e.g.
Afforestation); in SBTi language this
would be ‘neutralisation’ only

Familiarise yourself: difference between Net Zero and Carbon Neutral

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 Carbon/Climate Neutral Net Zero

3. Can refer to an organisation, company, 3. Typically refers to an organisation,

product, event, packaging, or shipping including all relevant Scope 3 emissions

4. Defined by multiple organisations such 4. Current definition being refined by the

as ClimatePartner, standards like PAS
2060 and supranational bodies such as
the UN
5. Can be used as a claim today, as a
positive step towards Net Zero. The
system boundaries and robust reduction
plan should be made clear
Science Based Target initiative
5. Should be used as a future-facing
commitment. Claims can only be made
upon achieving your Science Based
Target

Familiarise yourself: difference between Net Zero and Carbon Neutral

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 Carbon 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

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Agenda

Market trends and guidance

Terminology

Engaging your stakeholders

Best practice and case studies

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 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.

How to communicate your carbon footprint – bring the science to life

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A real-life example of these infographics being put to use

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 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

How to engage your employees in climate action

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Engage your team through CP-YOU

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Saving of 16 people travelling by train rather than flight,
London to Munich = 12.5t CO2e

The ClimatePartner team taking climate action at work

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• 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
complement this strategy.

• Why support projects overseas instead of those close to home? Climate change is a
global issue. 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.

Thinking ahead: What your customers may want to know

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• 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.

Be prepared to answer questions from your clients

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Tomorrow Bank has an engaging, accessible FAQ section online

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Sell opportunity, instead of doom and gloom – Futerra’s ‘Sell the Sizzle’

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Agenda

Market trends and guidance

Terminology

Engaging your stakeholders

Best practice and case studies

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Case Study: Toast Ale

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Case Study: Leon Restaurants

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Case Study: Leon Restaurants

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Case Study: Mindful Chef

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Case Study: Mindful Chef

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Case Study: Minor Figures

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 0.39 CO2 (kg) per 1L pack 0.22 CO2 (kg) per 1 L
used in a Bag in the Box

Case Study: Minor Figures

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 “So you better check yourself
before you offset yourself!”

Case Study: Minor Figures

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Case Study: The Collective Dairy

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Case Study: Rapha

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Case Study: Mondi

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Stores – Aldi Süd Instagram – Nestlé Wagner Print – Katjes

Integration of carbon neutrality communication at all relevant consumer touchpoints

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Influencer – Stefanie Giesinger Website – Nestlé Nutrition Social Media – Eckes Granini

Integration of carbon neutrality communication at all relevant consumer touchpoints

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Flyer – Aldi Süd Finance – Tomorrow Bank TV – frei öl

Integration of carbon neutrality communication at all relevant consumer touchpoints

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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

Summary: Authenticity in all communications

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• 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

Resources ClimatePartner can provide

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Headquarters ClimatePartner GmbH Charlotte Griaud
St.-Martin-Str. 59
Email Address
81669 Munich, Germany
Charlotte.Griaud@climatepartner.com
Tel +49 89 1222875-0
germany@climatepartner.com Tom Sadan

ClimatePartner UK Ltd. Email Address

Sustainable Workspaces, Riverside Tom.Sadan@climatepartner.com
Building, County Hall (3rd Floor),
Westminster Bridge Road
London SE1 7PB
United Kingdom
uk@climatepartner.com