Every product we buy – whether food, clothing, or household items – carries hidden carbon emissions from the energy used to produce, package, transport, and store it. These emissions, known as ‘embedded’ or ‘embodied’ carbon, accumulate throughout a product’s lifecycle.

Read on to learn more about embodied carbon, and how to be more carbon conscious in your everyday life.  

Shop sustainably

Choosing to shop sustainably is one of the most impactful ways New Zealanders can reduce their carbon footprint and protect our environment. By supporting sustainable brands, buying locally-made goods, and opting for products with minimal packaging, we can help lower embodied emissions.

Things to consider before you buy

  • What is it made of?

    Plant-based products generally require less energy than synthetic-based products. Think wood, paper, cardboard, linen, organic cotton. Items made from recycled materials also take less energy to produce in general, generating fewer emissions. Clothing, shoes, bags and furniture can all be made from recycled plastics like water bottles, fishing nets and carpet.

  • How is it made?

    A product made using renewable energy is more climate-friendly than the same item made with energy fuelled by coal, gas or diesel – or in a country that relies mostly on coal. Some carbon-conscious producers are upfront about this on their websites or packaging, but it usually takes research to find out. If you buy the product often, ask the company directly – they need to know what’s important to you.

  • What makes it run?

    In New Zealand, around 80-85% of our electricity is generated from clean, renewable resources such as hydro, geothermal and wind. Choose electric technology over fossil fuels like gas, petrol, coal and oil when you can – for heaters, hot water, cars, gardening tools, barbeques and more. 

  • How efficient is it?

    Factor in efficiency when you look for a new car or appliance. More efficiency means fewer emissions – and more money saved on running costs. Check the energy rating label on appliances, and the vehicles fuel economy label on cars.

    Energy rating labels 

    Vehicle emissions and energy economy labels 

  • How does it get here?

    Packaging and transporting goods and services takes energy. Look for products or services that are transported via low-carbon vehicles like EVs, and use minimal, low-carbon packaging such as cardboard or recycled materials. 

  • Do I really need it?

    Everything you buy needs energy to be made and produces greenhouse gas as a result. The most sustainable item is the one you never bought – so check-in with your wants and needs before you splurge. 

Eat low carbon

Around a quarter of the average New Zealand carbon footprint is related to food and drink. The greenhouse gas emissions from food production include carbon emissions from the energy used to grow, process, store and transport food, as well as methane emissions from agriculture. Food waste sent to landfill also creates methane emissions.  

Some easy rules of thumb for a low-carbon diet: 

  • eat local 
  • eat in season 
  • eat more plant-based foods 
  • compost your food waste. 

This 2020 report by the University of Otago details the emissions associated with over 300 foods from different stages of the production cycle: 

Consider your digital footprint

Digital devices and online activities contribute to your carbon footprint, even in New Zealand, where the electricity grid is predominantly renewable.  

Manufacturing smartphones, laptops, and other devices involves energy-intensive processes, resource extraction, and global transportation. Additionally, streaming videos, cloud services, and internet usage rely on large data centres, many of which are located overseas and may run on fossil fuels.  

To reduce your digital carbon footprint, consider using devices longer, streaming in lower resolution, switching off unused electronics, and choosing energy-efficient equipment.

Support sustainable business

Supporting businesses that are carbon-conscious and actively managing their emissions is a powerful way to drive positive environmental change. According to EECA’s September 2022 Consumer Monitor, 81% of New Zealanders – over 3 million adults – want businesses to reduce their environmental impact.1 By consciously choosing where to spend, consumers can help accelerate this shift, encouraging companies to adopt sustainable practices and reduce their carbon footprint.  

Whether it’s purchasing from a retailer with carbon-neutral certification or supporting companies investing in clean energy, your choices can create real impact. 

How to tell genuine action from greenwash

Three things to look for to check whether a business is carbon conscious.

  1. 1

    Labels and certification

    Genuine certifications show a product, service or business is taking measurable steps to reduce or offset its carbon footprint. Look for them on things you buy or company websites. 

    Labels to look for(external link)

  2. 2

    Visible action

    Businesses that make efforts to reduce emissions want their customers to know about it – so if they’re taking action, it should be easy to find out. Look online for sustainability reports, certifications and carbon-reduction initiatives on company websites and social media. See if they use low-emission or electric vehicles, or have switched from a fossil-fuelled process heat system (like a coal boiler) to electricity or wood energy.

  3. 3

    Verifiable claims

    It’s a great confidence boost if sustainability and carbon reduction claims check out elsewhere. Do a little extra research to see how the company’s reputation stacks up in the media and with other third-party commentators and watchdogs.

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