The Global Wind Energy Council, the World Wildlife Fund, the LEGO Group, the United Nations Global Compact, Vestas Wind Systems, PricewaterhouseCoopers and Bloomberg have announced their support for the development of a global consumer label identifying corporations and products made with wind energy.
A global survey of more than 25,000 consumers across 20 markets shows that 92% of respondents believe that renewable energy is a good solution to mitigating climate change, and that if presented with a choice, most of them would prefer products made with wind energy, even at a premium.
‘We want to build a bridge between consumers and companies committed to clean energy and give consumers the option to choose more sustainable products,’ says Ditlev Engel, CEO and president of Vestas Wind Systems, who pioneered the WindMade initiative. ‘We hope that this will create a strong element of consumer pull, which will accelerate the pace of wind energy development globally.’
The WindMade consortium hopes to attract leading consumer brands as members. To use the label for their communications or products, WindMade members will undergo a certification process to verify their wind energy procurement. The standard for certification is currently being developed by a technical expert group. The aim will be to drive the development of new wind power plants over and above what is currently expected.
The WindMade initiative will be presented in more detail at a gathering of the founding partners during the World Economic Forum in Davos, Switzerland, on Feb. 28. A public consultation will be held in March to inform the development of the certification standard.