A new campaign has been launched challenging businesses and the public sector to end so-called ‘greenwash’ by achieving the new “Carbon Trust Standard” certificate – the only way for organisations to prove they are tackling climate change and have made genuine reductions in their carbon emissions.

The Carbon Trust says it wants to inspire businesses across the UK to get involved in taking action on climate change. Achieving the Carbon Trust Standard will enable organisations to take advantage of the bottom line benefits that come from reducing carbon emissions. It will also show consumers which brands are truly taking action and help businesses looking at reducing emissions in their supply chains.

The Carbon Trust Standard was developed by the Carbon Trust in response to both growing consumer mistrust of organisations’ green claims and confusion amongst business about what to really do to reduce emissions and improve efficiency. It is the world’s first carbon award scheme that requires an organisation to measure, manage and reduce its carbon footprint and actually make real reductions year-on-year. Unlike other award schemes, it requires organisations to take action themselves rather than paying others to reduce via off-setting – a practice seen as credible by only one in ten consumer respondents in a recent Carbon Trust study.

Tom Delay, Chief Executive of the Carbon Trust said: “Our research shows that not only do consumers currently mistrust business’ climate change claims, but that business thinks existing carbon award schemes are confusing and lack credibility. “What business and consumers both share is a desire for one, credible way to prove an organisation has not only measured, but actually reduced their carbon emissions year-on-year without the use of offsetting. The Carbon Trust Standard is the only answer to this.

“Achieving the Carbon Trust Standard will enable organisations to take advantage of the bottom line benefits that come from reducing carbon emissions. It will also help brands stand out from the crowd as research shows that consumers and business decision makers will choose an organisation with an award like the Carbon Trust Standard over another of similar price and quality.”

The Carbon Trust Standard was launched with the support of Environment Secretary Hilary Benn and Dragon’s Den entrepreneur Deborah Meaden at an event in London.

Environment Secretary, the Rt. Hon. Hilary Benn MP said: "We all need to take action to reduce our carbon footprints as we move towards a low carbon economy and the award Defra has been given by the Carbon Trust recognises the progress the department has made. I'm proud that Defra staff have taken action both inside and outside Government to lead the way and bring about change. “It's easy to point the finger at others but far more challenging to look at your own behaviour and change it. I am pleased to see that so many organisations want to do that and consider the environmental impact of their businesses."

Deborah Meaden, Dragon’s Den entrepreneur said: “I passionately believe that success in business and positive action on the environment can go hand in hand and deliver real bottom line benefits. The Carbon Trust Standard is about showing which organisations have really taken practical action on climate change – it cuts through greenwash and celebrates those businesses making genuine reductions in their carbon emissions. “Tackling environmental issues has to be seen as both a business priority and opportunity and achieving the Carbon Trust Standard is a great way of recognising truly progressive organisations.”

The campaign is also supported by business and environmental groups. Neil Bentley, Director of Business Environment, CBI said: “The Carbon Trust Standard is an excellent way for businesses to demonstrate they are behaving responsibly and reducing their carbon emissions. The CBI is committed to supporting British business in tacking climate change and encourages all organisations to reduce their own emissions and achieve the Carbon Trust Standard.”

John Sauven, Executive Director, Greenpeace said: “The Carbon Trust Standard marks the difference between organisations that are really reducing their own emissions and those that are greenwashing customers with hollow pledges and no action. Carbon emissions urgently need to be cut and this initiative is a good starting point. But to be truly green, business must go beyond this and significantly de-carbonise their supply chain.”

Over the coming months the Carbon Trust will continue its work with thousands of businesses of all sizes across the UK to prepare them to achieve the Carbon Trust Standard.