During January 2023, German supermarket REWE ran a promotion showing customers how they could save on CO2 emissions – rather than discount prices.
The in-store campaign used labelling usually showing the store’s offers and price discounts, instead repurposed to show customers how they could save CO2 emissions by opting for REWE Bio+vegan products. The timing of the campaign was also important, running during Veganuary as many consumers experimented with eating a more carbon-friendly meat-free diet.
Across a range of categories, plant-based product alternatives showed their reduced CO2 impact. For example, comparing oat milk with cow’s milk and falafel with meat. The values were based on calculations made by corporate climate solutions company Climate Partner.
The cost of living crisis continues to put pressure on consumers’ ability to buy sustainable options, with 59% of consumers saying rising prices have forced them to choose less sustainable but cheaper options, according to a UK survey by insurer Zurich. However, for customers that can afford a slightly higher price point, carbon savings offer lasting value thanks to their positive impact on climate change.
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