Rebecca gave the brand v demand audience plenty to think about with a detailed speech on the importance of carbon management.

Rebecca said that whilst its understandable that a lot of companies green credentials have slipped down the agenda during the recession, to ignore them now that the shoots of recovery are starting to sprout would be pure folly.

Its a scientific fact, she added that the global temperature has increased by 1 over the last century and to avoid a similar increase over the next 100 years, the United Nations has stated that there must be an 80% reduction in carbon emissions by 2050 to avoid a further 1 increase.

Even if her audience were unconvinced by these figures she argued that there are other statistics that make a strong case for change, even if purely for business reasons:

• 59% of consumers are sceptical about the environmental claims made by businesses
• 20% is the reduction target that the E.U. has set to reach by 2020
• 60% is the UKs target by 2050
• 14% of consumers have chosen not to purchase from a company due to its poor environmental reputation
• 56% of Carbon Disclosure Project Supply Chain members expect to deselect some suppliers in future because of their failure to meet carbon management criteria.

These figures, combined with the scientific facts make compelling reasons for businesses to reduce their carbon emissions. Consumer expectations, buyer demands and legislation will mean they have to take action.

However, Rebecca pointed out that the esteemed Harvard Business review recently stated that companies should not view carbon management as a risk but as a business opportunity to enhance their brand and also add value.

Its vital that a business sets itself achievable goals and keeps objectives simple and clear. As well as setting up a credible internal programme of carbon
reduction it makes sense to further reduce your carbon footprint by purchasing carbon offsets.

Huge companies such as Avis, Sky, the Commercial Group and Coca-Cola have already reaped the benefits of establishing strong environmental credentials and can show immediate business returns.

Whatever choices are made, Rebecca reminded her listeners that its imperative that they stand up to close scrutiny otherwise the credibility of their position will be underminded. Carbon management is now an essential component of brand identity, and if managed in the right way, can add real value to any business.