![]() ![]() Given this growing press storm, there’s obvious brand risk to such a strategy. The media is positively exploding with offset takedowns these days, from Bloomberg to Fast Company to John Oliver, who recently spent a whopping 24 minutes brilliantly destroying the concept. Why? Taking tree-planting as just one example: It has proven devilishly hard to demonstrate that the trees you protect will stay alive over the long term, that they weren’t already legally protected but sold as offsets anyway, or that their preservation didn’t ensure that nearby trees would be cut instead. More to the point, from an environmental perspective, buying offsets-credits for carbon reduction elsewhere-is highly questionable. From a brand-differentiation standpoint, this would be reaching up to touch bottom. For a start, Climate Neutral has certified 300 companies, many of them in the outdoor industry (and they’re just one of many such certifiers). I spent the next hour explaining why I thought that was a terrible idea.
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