Global Brands Tap Wind Power To Boost Sustainability

Last month a coalition of organizations and companies launched in Brussels a technical standard for the first global consumer label for those purchasing wind power and other types of alternative energy. WindMade was conceived with support from the UN Global Compact, WWF, Vestas Wind Systems, the Global Wind Energy Council (GWEC), the LEGO Group, Bloomberg and PricewaterhouseCoopers, among other companies.

Now, other major global companies have joined the initiative, including Motorola Mobility, Deutsche Bank, Bloomberg, Method and BD (Becton, Dickinson and Co.). They have procured or have pledged to procure at least 25 percent of their operations' power consumption from wind energy. The announcement was madeduring a global launch in New York.

Companies that join WindMade can communicate the share of wind power and other renewable sources as part of the overall power demand of their operations. The overall goal is to drive demand in wind power, boost investment in clean energy and grow the alternative energy market.

"These companies are at the forefront of the global sustainability movement," said Henrik Kuffner, WindMade's CEO. "We are delighted to have them on board the unique WindMade initiative, and are confident that many others will follow suit in the coming weeks and months."

According to the WindMade requirements, companies using the label must source a minimum of 25 percent of the electricity consumed from wind power. The wind energy share can be procured through a company-owned wind power generation facility, a long-term power purchase agreement for wind power, or the purchase of high quality Renewable Energy Certificates approved by WindMade.

The exact percentage of the wind energy share will be stated on the label. Companies can choose to certify global, regional or facility level operations, a distinction that will be clearly communicated on the label itself.
"Consumers are ready to act. 67 percent of 31,000 consumers globally have told us they would favor WindMade products, even at a premium," said Morten Albæk, SVP Global Marketing and Customer Insight at Vestas Wind Systems, the company spearheading the WindMade initiative. "WindMade empowers people to choose brands that choose wind."

"The supply side of the clean energy sector can clearly deliver, but now it is time to galvanize demand. Government has done their part, and it is now up to the corporate community to demonstrate leadership by committing to clean energy development. WindMade provides us with a roadmap for achieving this," said Curtis Ravenel, head of sustainability at Bloomberg.

A separate label for products is in development and will be released during 2012.

Image credit: WindMade