Carbon offsetting loyalty scheme hits out at new rival


LONDON - CarbonCreditz, a green loyalty scheme backed by Tesco, Marks & Spencer and ASDA, which launched last week as a way of letting consumers invest in carbon offsetting projects has been criticised by a competitor, Green Rewards.

Graham Simmonds, co-founder of Green Rewards, said: 'Our scheme comes purely from an environmental ethos, whereas this (CarbonCreditz) has been drummed up from a marketing perspective.'

Simmonds stressed that Green Rewards, which launched in June, was backed by leading figures from the environmental movement who vet companies and bar what they consider unethical brands. He added that with offsetting programmes there is a danger that consumers assume that their job is done and that they doesn't have to change their behaviour in terms of consumption.

Dave Evans, Chairman & CEO at Grass Roots, the group behind CarbonCreditz responded: 'I have made it a principle never to criticise competitors, especially new entrants. Markets grow precisely because there are new entrants, because someone has a slightly different view.'

Carboncreditz allows shoppers at affiliate stores to earn credits as they make purchases, which are then invested into carbon offset projects (1 creditz = 1p).

More than 1,000 affiliate retailers and brands have signed up to the scheme, including John Lewis.

The scheme will be promoted through a range of marketing activity including in-store, on pack as well as press advertising.

Consumers are able to set up an online account where creditz can be first stored and spent. However rather than just limiting individuals to offset projects, they can also be exchanged for energy saving products including energy efficient light bulbs and even A+ rated washing machines and refrigerators.




Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer