How Allbirds avoids greenwashing, why Amazon could penalise big UK brands, how British Airways is tackling emissions with rock dust, and more.

Greenwashing is rampant among many iconic brands. Here's how Allbirds avoids it.

• Many companies use net-zero claims as greenwashing, with selective reporting and distant goals.
• Allbirds stands out by analysing its entire product lifecycle, from materials to end-of-life, for carbon emissions.
• The company asks specific questions to reduce its carbon footprint, such as using regenerative wool and renewable energy.
• Allbirds has committed to 10 clear sustainability goals by 2025, reducing emissions by 42% by 2030.
• Transparency is key: Allbirds regularly publishes detailed reports, fostering accountability and trust.
• Their approach offers a model for genuine climate action.

As seen on Fast Company

Could The Climate Pledge kick out big UK brands without SBTi targets?

• 亚马逊 's Climate Pledge could impact major UK brands if they do not meet specific emissions target validation requirements.
• The company is scrutinising the validity of emissions targets set by brands to ensure they align with its sustainability goals.
• Big UK brands may face exclusion from Amazon’s platform or partnership if they fail to demonstrate credible climate targets.
• Amazon is intensifying its efforts to hold companies accountable for their climate commitments.
• The move could push other retailers to enforce stricter sustainability standards, influencing broader industry practices.
• This could set a precedent for how e-commerce giants influence corporate climate strategies globally.

As seen on Edie

The latest 苹果 Watches are carbon neutral — if you choose the right watch band

• Apple has announced that the Apple Watch Series 10 can be fully carbon neutral if paired with specific bands, such as the Sport Loop, Braided Solo Loop, or updated Milanese Loop.
• The watch cases are made from 100% recycled aluminium or 95% recycled titanium, and Apple offsets emissions through renewable energy purchases and non-air shipping.
• Last year, Apple introduced its first carbon-neutral products with select models of the Apple Watch Series 9, Apple Watch Ultra 2, and Apple Watch SE.
• Apple says it uses high-quality carbon credits from nature-based projects to offset remaining emissions.
• The company’s total carbon footprint remains important; Apple has reduced its gross CO2 emissions by over 55% since 2015 and aims for a 75% reduction by 2030.
• Apple’s broader commitment includes becoming carbon neutral across its entire business by 2030, despite challenges related to product obsolescence and emissions.

As seen on The Verge

微软 's 234,000 carbon credit purchase restores Mexican rainforest

• Microsoft has bought 234,000 rainforest restoration credits from Toroto to offset its carbon emissions and support rainforest restoration in southeastern Mexico.
• Toroto, a startup specialising in nature-based solutions, issues these credits from a project in the Calakmul region that restores 47,000 hectares of tropical rainforest.
• The project aids in carbon sequestration, wildlife protection, and provides income to local communities like the Conhuás ejido while preserving a diverse ecosystem.
• Microsoft’s investment in this project aligns with its broader sustainability goals and efforts to achieve carbon neutrality and negative emissions by 2030.
• In 2023, Microsoft procured 5.015 million metric tons of carbon removal credits and invested in various carbon removal and ecosystem restoration technologies.
• Microsoft is advancing carbon removal through new technologies and partnerships, including digital monitoring, AI for forest mapping, and CO? storage innovations.

As seen on carboncredits.com

British Airways plans to offset rising emissions by sprinkling crushed rocks

• British Airways is investing in enhanced weathering, a process that speeds up natural carbon absorption by spreading crushed rocks on land to capture CO2.
• The airline has partnered with UK project developer UNDO to remove about 4,000 tonnes of CO2, which is a small fraction of its annual emissions.
• This technique accelerates the natural weathering of rocks to convert CO2 into solid and liquid forms, aiming to capture more carbon dioxide.
• Enhanced weathering is considered expensive and energy-intensive, with potential environmental impacts from rock mining and processing.
• British Airways plans to reach net zero emissions by 2050 through a combination of carbon removal projects and offsets, but has faced criticism over the effectiveness of some previous carbon credits.
• The aviation industry aims for net zero by 2050, with carbon removals playing a significant role due to the high cost and limited availability of direct emission reduction technologies.

As seen on Climate Home News