This website uses cookies primarily for visitor analytics. Certain pages will ask you to fill in contact details to receive additional information. On these pages you have the option of having the site log your details for future visits. Indicating you want the site to remember your details will place a cookie on your device. To view our full cookie policy, please click here. You can also view it at any time by going to our Contact Us page.

Reputational risk in CRC league tables

22 December 2010

High profile brands could be punished by consumers for poor performance in the CRC league tables, says a new report by E.ON and Imperial College London Business School.

However, the report found consumers were twice as likely to feel positive towards brands towards the top of the league table compared with those near the bottom and said a high rank could influence their buying habits.
The Carbon Reduction Commitment energy efficiency scheme is a mandatory energy-saving and carbon emissions reduction scheme which ranks major UK companies on energy use and their commitment to reduce their effect on the environment.
Michael Woodhead, Managing Director of E.ON’s Sustainable Energy business, said: “What’s clear from this study is that companies can’t be blasé or take for granted that consumers won’t take any notice of how they fare. A high position on the league table isn’t just a ‘nice to have’, it could also have a very real impact on their business and on their brand. Each year the new league table effectively puts the organisation back to zero and therefore investment and position over time need to be implemented as part of a long term plan. That’s why we help participants with both CRC management and strategy, so that they can maintain a consistent position in the most cost effective way”
Developed following interviews with CRC participating companies, surveys and focus groups with consumers, and using existing academic research, the report revealed that companies have varying degrees of concerns about the potential impact of the scheme on their reputation.
Consumer studies showed that, while a majority of people were currently unaware of the CRC, companies seen to be doing do well in improving energy efficiency fared considerably better.  In some cases, larger brands felt able to hide behind the fact that it was a parent company listed in the league table, so they felt consumers would not link the parent company with the high street brand. Lower profile companies, or business-to-business brands, would tend to be highlighted much less frequently as consumers were likely to pick out more familiar names when they looked at the league tables.
The report also talked to consumers to see what they looked for when comparing the environmental performance of major companies:
 Consumers are twice as likely to feel positive towards brands at the top of the league table than those at the bottom;
 Well-known retail and consumer facing brands were the focus of attention and are judged against the performance of rival firms
 78 percent of respondents said it was important to lower carbon emissions but 60 percent had never made a purchase based on a environmental standpoint
 Shoppers would change their buying habits if it was convenient, such as possibly converting to rival internet brands
 More than half looked at the total amount of carbon emitted by the company rather than the percentage it had reduced emissions, potentially storing trouble for high emitters even if they had made great strides at carbon reduction.
To download the full results from the research visit: http://www.eonenergy.com/sustainable 


Contact Details and Archive...

Print this page | E-mail this page

http://www.fsifm.com
PFM


MOST VIEWED...

View more articles
Article image

Why the Law Says You Need a Nappy Bin Disposal Service

At home, parents are used to disposing of their babies’ used nappies the same way they do any other domestic waste - bagging it up and sticking it in the r...

Benchmarking maintenance

BSRIA has just published this year's operation and maintenance benchmarking report as a guide for building operators to evaluate their performance against ...
Article image

Online applications invited for the PFM-hosted visit to ISE 2020

Those wishing to join the annual hosted visit to the internationally-renowned Integrated Services Exhibition exhibition in February can now register their ...
Article image

CSA Conference Secures Additional Industry Support

Scheduled for Tuesday 31st March at The Crystal in London, the first ‘Making Buildings Work’ conference has won the backing from two of the leading names i...
Article image

Court action against MoJ after "unfair" contract award

According to The Times, the Ministry of Justice (MoJ) is being sued by Mitie, following claims that it lost out on...
Article image

Prevention better than cure where compliancy and PPM is concerned

Industry experts give their response to the question of whether compliance with legislation should be a focus of maintenance procedures....