B&Q chief launches tirade against government Act on CO2 ad

Act on CO2 campaign
Act on CO2 campaign

LONDON - The chairman of B&Q has attacked the government's £6m climate change campaign as 'negative' and unlikely to resonate with consumers.

Ian Cheshire, who is also the chief executive of Kingfisher, said of the Department of Energy and Climate Change's 'Act on CO2' campaign, '[it] irritates the living daylights out of me'.

The latest phase of the campaign is being investigated by the Advertising Standards Authority after it attracted more than 350 complaints claiming either it was misleading or inappropriate for children.

Cheshire claimed the tone of the campaign was 'not the way consumers think or speak unless they are in the 20% who have already been converted'.

He pointed out that the majority of people in B&Q focus groups 'don't know what you're talking about when you ask them about carbon footprints'.

'It's too abstract and in the negative, finger-wag territory,' he added.

Last week B&Q announced several initiatives to help customers 'go green'. These include in-store 'eco-advisors' and the launch of an eco brand to help consumers identify products that will make their homes more energy-efficient.

The DIY retailer is also introducing 'Eco shops' within two of its stores by the end of the year and will extend the concept to bigger stores and online during 2010.


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