Carbon Messages

HOW MARKETERS CAN CHART THE COURSE TO LOW CARBON LIFESTYLES

Marketing communications will play a central role in shifting consumers towards low carbon lifestyles; this report investigates how marketing will contribute to, and be affected by, a rapidly decarbonising economy.

Major changes in how we manage and communicate carbon are in the pipeline; the transition to a low carbon economy will evolve rapidly and its scale will be huge, touching every part of our lives. Retail giants like Walmart, Tesco and M&S have already launched ambitious campaigns to cut carbon from their business and their supply chains. In ten years, climate change will be a US$2 trillion market. The prize for savvy marketers is substantial - the potential to topple incumbent brands and become dominant players as they forge a leading position in the new marketplace.

This report delineates key strategies for gaining a foothold in low carbon marketing communications. It highlights trends in marketing communications resulting from the emergence and continued growth in low carbon products and services.  It asks top marketers from agencies and brand management why they are engaging in marketing communications for low carbon products and services; how to do it effectively and what the prospects are for the future.

Download the report here