Reewild carbon label trial at Microsoft UK HQ sees 50% rise in sales of greenest meal options

Executive Summary

  • Consumers are increasingly shifting to more sustainable food options but a lack of clear information on the climate impact of individual products is hindering this transition.
  • Carbon labels present a viable option to deliver greater climate transparency. The purpose of this study is to assess the impact they have in influencing consumer decisions.
  • At Microsoft’s UK Headquarters, in partnership with BM caterers, we ran a 4-week period where carbon labels were displayed, and compared the sales data of these meals against the previous 4-weeks, when carbon labels on the exact same meals were absent.
  • Across a monthly total of ~2200 transactions, we found a total drop in emissions of...