FEATURE25 March 2021

Sustainable conversations: How to communicate carbon credentials

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Behavioural economics Features Impact North America

Toronto-headquartered packaged-meats producer Maple Leaf Foods used behavioural science to determine how to communicate carbon credentials to customers. By Darlene Macdonald and Amy Knowles.

Maple Leaf Foods declared its carbon neutrality in November 2019. Maple Leaf wanted to ensure Canadian consumers understood the importance of this step and to find out how best to convey its carbon-neutral message.

It designed a research programme ...