Carbon Footprint Calculations Impact Buying Decisions

According to International Herald Tribune, Timberland is introducing “carbon labels” to help its customers assess the environmental quality of its products.

“With all the media attention around environmental issues, people are noticing that their lives are affected by environmental ills and they really have the purchasing power to make a difference,” said Betsy Blaisdell, manager of environmental stewardship for Timberland. “Hopefully, this will become a competitive advantage for companies who are aggressively demonstrating a reduction in their carbon footprint.”

Not wanting to go it alone, Timberland is trying to recruit other companies to develop a standardized method for verifying carbon emissions, and is discussing the issue with outdoor apparel companies including Nike, North Face and REI.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.