Carbon claims but human
Helping one of the world's best loved e-commerce platforms tell a new story on emisssions reductions.
(Client)
$2.5bn+ e-commerce platform
(Year)
2025
(Services)
Creative Insights | Messaging | Content Creation
Clear, accurate
and human-centred
Enhancing their approach to carbon emissions and climate solutions was the perfect chance for a messaging rethink for this multi-billion dollar e-commerce platform.
In the face of new regulations on carbon claims and the need to help customers understand the impact of their purchases, this internationally-known brand needed support on how to tell their emissions reduction story.
Aim
Create a series of 'in-basket' claims to help customers understand the impact of their purchase and the brand's efforts to address environmental impacts and deliver emissions reductions. A claims reduction page outlining the breadth and details of the brand's strategy needed to be on-brand, in line with new regulations, and engage a non-technical audience.
Role
Working with New York-based agency BPCM to deliver strategic insights, shape the creative direction, and deliver the final copy.
Key actions & highlights
Developed a new direction for the brand's claims, with a focus on human-centred story-telling alongside robust, science-backed claims and actions.
Provided revised structures and simplified text to boost engagement and understanding.
Ensured the needs of a complex network of stakeholders were met, including store owners, shoppers, media, and regulators.
Carbon claims but human
Helping one of the world's best loved e-commerce platforms tell a new story on emisssions reductions.
(Client)
$2.5bn+ e-commerce platform
(Year)
2025
(Services)
Creative Insights | Messaging | Content Creation
Clear, accurate
and human-centred
Enhancing their approach to carbon emissions and climate solutions was the perfect chance for a messaging rethink for this multi-billion dollar e-commerce platform.
In the face of new regulations on carbon claims and the need to help customers understand the impact of their purchases, this internationally-known brand needed support on how to tell their emissions reduction story.
Aim
Create a series of 'in-basket' claims to help customers understand the impact of their purchase and the brand's efforts to address environmental impacts and deliver emissions reductions. A claims reduction page outlining the breadth and details of the brand's strategy needed to be on-brand, in line with new regulations, and engage a non-technical audience.
Role
Working with New York-based agency BPCM to deliver strategic insights, shape the creative direction, and deliver the final copy.
Key actions & highlights
Developed a new direction for the brand's claims, with a focus on human-centred story-telling alongside robust, science-backed claims and actions.
Provided revised structures and simplified text to boost engagement and understanding.
Ensured the needs of a complex network of stakeholders were met, including store owners, shoppers, media, and regulators.
Carbon claims but human
Helping one of the world's best loved e-commerce platforms tell a new story on emisssions reductions.
(Client)
$2.5bn+ e-commerce platform
(Year)
2025
(Services)
Creative Insights | Messaging | Content Creation
Clear, accurate
and human-centred
Enhancing their approach to carbon emissions and climate solutions was the perfect chance for a messaging rethink for this multi-billion dollar e-commerce platform.
In the face of new regulations on carbon claims and the need to help customers understand the impact of their purchases, this internationally-known brand needed support on how to tell their emissions reduction story.
Aim
Create a series of 'in-basket' claims to help customers understand the impact of their purchase and the brand's efforts to address environmental impacts and deliver emissions reductions. A claims reduction page outlining the breadth and details of the brand's strategy needed to be on-brand, in line with new regulations, and engage a non-technical audience.
Role
Working with New York-based agency BPCM to deliver strategic insights, shape the creative direction, and deliver the final copy.
Key actions & highlights
Developed a new direction for the brand's claims, with a focus on human-centred story-telling alongside robust, science-backed claims and actions.
Provided revised structures and simplified text to boost engagement and understanding.
Ensured the needs of a complex network of stakeholders were met, including store owners, shoppers, media, and regulators.