Buy a bottle of beer or a bottle of shampoo and someone, somewhere, will plant a tree on your behalf — that is the latest of the promises consumer brands are making to entice eco-conscious shoppers. Scottish craft brewer BrewDog launched a “buy one, get one tree” initiative this month, pledging to plant one tree in Madagascar for every multipack of beer purchased in 2021. Buyers scan QR codes on the package to alert BrewDog, and the company tells its planting partner, the Eden Project, how many trees to plant each month. It has committed to pay for planting at least 1m over the year. “We want to be a catalyst for change,” said James Watt, co-founder of BrewDog, which aims to eliminate its direct emissions and those from the energy it uses by August 2023, and is working to reduce its supply chain emissions including through less use of water and by turning to wind power. Customers “want to align themselves with companies that have the same values as they do”, he added.
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AuthorBob Glen Categories |