Barclaycard first bank to launch ‘green’ credit card

Barclaycard is launching a “green” credit card in an attempt to woo environmentally-conscious consumers. The credit card giant says the card is in response to growing consumer demand. It will help consumers reduce global carbon emissions and offer cardholders incentives to be more environmentally friendly.

Barclaycard%20tv-commercialBarclaycard is launching a "green" credit card in an attempt to woo environmentally-conscious consumers.

The credit card giant says the card is in response to growing consumer demand. It will help consumers reduce global carbon emissions and offer cardholders incentives to be more environmentally friendly.

The card will launch this summer in the UK but is expected to be rolled out globally. Full product details and marketing plans have yet to be finalised, although the launch is expected to be supported by a heavyweight press and online campaign.

The move follows Barclaycard’s recently adopted strategy of targeting and diversifying offerings rather than "pushing" cards at customers, according to a spokesman.

Direct marketing – usually a heavy part of card marketing activity – is unlikely to be used. The spokesman says/ "To carpetbomb people with paper may not be the way to win green consumers."

Chief marketing officer Elizabeth Chambers says it is the first "leading" bank to offer a card that will help customers reduce carbon emissions, donate to green causes and offer incentives to buy green products.

Barclaycard’s advertising is handled by Bartle Bogle Hegarty, with media planning and buying carried out by Walker Media.

It is the latest in a line of finance brands eager to position themselves as environmentally friendly. Earlier this year HSBC launched a "green sale" marketing initiative while Co-operative Financial Services (CFS) offers "eco-friendly" car insurance and is mooting the launch of further green insurance and mortgage products (MW November 2, 2006).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here