Case Study

“Carbon is the new calorie”: Logitech’s carbon impact label to drive transparency in sustainability

18 pages
April 2023
Reference: IMD-7-2416

This topical case covers the period from 2019 to 2022, when Prakash Arunkundrum, head of global operations and sustainability at Logitech, was focusing on reducing the company’s carbon footprint. It recounts how he and his team gained internal support to embark on an ambitious carbon labeling initiative and created a transparent methodology to assess, validate and communicate the life cycle carbon value of Logitech’s products. The case highlights Logitech’s journey to becoming climate positive, based on four key pillars; 1) reducing carbon in its products, 2) transitioning to renewable energies, 3) restoring forests and supporting climate impacted communities, and 4) rethinking how to support and enable reuse. However, Prakash realized that the real hurdle would be gaining industry-wide adoption of carbon labeling by other companies and competitors in the tech sector. Logitech tried to garner support for Carbon Clarity by making its approach open source, by investing significant time and energy to raise awareness about the benefits of carbon labeling, and by holding discussions with interested companies, including competitors. Yet despite interest from other companies, they had not yet committed to supporting Carbon Clarity. Prakash was baffled as to why they would not commit and wondered how to make progress to drive sustainability.

Learning Objective
  • Understand how to shift attitudes and behaviors toward sustainability through the introduction of carbon labeling.
  • Examine the key challenges in engaging stakeholders in sustainability initiatives.
  • Understand how to frame messages to communicate sustainability effectively.
Keywords
Communication, Carbon Labelling, Framing, Stakeholder Engagement, Industry Infrastructure, Industry Innovation, Responsible Consumption, Responsible Production, Goal Partnerships
Settings
World/global, United States of America
Logitech, Manufacturing, Electric and Electronic Equipment, Computer Hardware
2020-2022
Type
Field Research
Copyright
© 2022
Available Languages
English
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2022 EFMD Case Writing Competition Award - Responsible Leadership
Center for Sustainable & Inclusive Business
Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics