Sam Davyson

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Supermarket Morrisons confused about energy savings

11/10/09 - 16.35

I saw this sign in a Morrisons in Norwich:

Morrisons poster - declares strange energy saving claim

Morrisons poster - declares strange energy saving claim

The poster reads:

Today

We’ve cut out emissions by saving 440 tonnes of carbon. That’s equivalent to flying to New York and back 125 times a day.

I was pretty confused by this. I initially assumed that the big “Today” at the top was just a branding thing – like the word they’re using for all of their environmental stuff. taking this as the assumption the text simply doesn’t make sense. They have saved a specific amount of carbon – fine – and it’s equivalent to doing something bad for the environment every day – not fine. You can equate a rate of emission with an quantity of carbon like this. They need to say – We’ve saved 440 tonnes of carbon this week (or in another time frame) which is equivalent to flying to New York … blah blah … a day. Or they could go the other way round – We’ve saved 440 tonnes of carbon which is equivalent to flying to New York and back 125 times (i.e. removing the “a day”).

As it stands it just doesn’t make any sense.

UPDATE – my assumption that the word “Today” at the top doesn’t relate directly to the message is correct – see these other two bits of marketting that feature the same logo – one, two.

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