Luke Upchurch reports back from the Product Carbon Footprint (PCF) World Summit, Berlin, March 2010.
Junk Food Generation campaign.
But back to carbon. What became clear over the two-day summit was that there is a need to start seriously looking at how climate consciousness is raised: how GHG reduction is communicated. The PCF events continually demonstrate that there is some excellent, coordinated thinking on product life cycle analysis. But for this great work to translate into something tangible for the consumer, we need to get the great marketing minds of the world involved in the debate.
What is the PCF World Summit?
The PCF World Summit is a unique place to talk about climate change and consumption, as it provides a huge variety of opinion on what can be done to reduce the green house gas (GHG) impact of products and services.
Scientists, policy-makers, product designers, standards setters and civil society groups from across the world come together to bang heads about what works, what doesn’t , what needs attention and what needs to be avoided at all costs. These interviews give you a good flavour of the range of excellent contributions
This is the second time CI has been invited to present just how important it is to maintain trust and confidence among consumers, if the scientific and legislative initiatives are going to actually reduce GHG.
I arrived with a very clear message that it’s vital companies avoid over-playing the impact of their ‘green’ products (check out our Greenwashing awards for more on this); that marketing departments look at the larger challenge of raising climate consciousness, rather than just the eco-credentials of individual products; and that policy-makers do not get too obsessed with the power of carbon footprint labelling.
What other challenges to raising climate consciousness do you see?