February 2025

Carbon footprint calculators can promote sustainable behaviours, help consumers save money, and support eco-friendly decisions by translating purchases into measurable CO2e data. However, many users find them abstract or unrelatable, limiting their impact. A key issue is the lack of clarity around CO2e. While scientifically sound, it is difficult for consumers to interpret without relevant benchmarks. Even when understood, linking emissions to purchases remains a challenge, as most tools lack actionable insights. The disconnect between consumer effort and real impact further weakens motivation, as substantial lifestyle changes sometimes yield minimal reductions, discouraging engagement. To be effective, calculators must provide clear benchmarks, relatable comparisons, and incentives to drive meaningful, lasting behaviour change.