M.J. Bale triples awareness of its sustainability efforts among online customers through its partnership with BetaCarbon’s Offset to Earn platform
Three times as many customers of M.J. Bale’s online store associated the menswear brand with sustainability after it launched Offset to Earn, BetaCarbon’s new sustainability customer engagement and acquisition tool in October.
90 percent of customers are more likely to purchase a product that they believe to be ethical and sustainable, according to a survey of 1000 Australian consumers. However, Deloitte research shows that 38 percent of people say the opportunities to lead more sustainable lifestyles are simply not available. This demonstrates the opportunity for brands to better engage customers by educating them about their green initiatives.
BetaCarbon’s platform allows customers to choose the climate projects a brand supports in order to offset its emissions footprint. After making an online purchase, customers are given a choice of three Australian climate projects. These decarbonisation projects each represent carbon credits that BetaCarbon has purchased. The customers’ votes are collated each month and BetaCarbon uses the percentage of votes to determine which carbon credits to ‘retire’ for the brand.
Increasingly companies are purchasing carbon credits to decarbonise, with each carbon credit representing 1 tonne of CO2 captured or avoided. 54 percent of ASX-100 companies have committed to net zero by 2030.