Advertising ban on meat at Migros and Coop
Greenpeace Switzerland has demanded that Coop and Migros halt advertising for climate- and environmentally harmful products. Together with their subsidiaries, the retailers are responsible for 16 percent of advertising-related greenhouse gas emissions in Switzerland.
A study commissioned by Greenpeace Switzerland shows for the first time how heavily advertising burdens the climate and the environment by stimulating consumption.
Up to 7 percent of Swiss greenhouse gas emissions (including imports) are indirectly caused by advertising. Migros and Coop place the most advertising in Switzerland. Greenpeace Switzerland is demanding that they halt advertising for climate- and environmentally harmful products.
Advertising influences purchasing decisions and leads to increased consumption. The research and consulting firm Infras has calculated for Greenpeace Switzerland for the first time how much CO2 emissions and environmental impact the advertising-induced additional consumption in Switzerland generates. The result: up to 7 percent of Swiss greenhouse gas emissions (including imports) are attributable to advertising. In terms of environmental impact, the figure is up to 10 percent.
Migros and Coop spend the most money on advertising. In 2021, the two major retailers spent 385 million (Coop) and 241 million Swiss francs (Migros) respectively on supermarket advertising. Including subsidiaries, they are responsible for 16 percent of Switzerland's advertising-related emissions.
The study also shows: not every advertising franc spent by Migros and Coop burdens the climate and environment equally. One advertising franc spent on animal products generates four times more greenhouse gas emissions than one advertising franc spent on vegan substitute products. In 2021, the Coop Group advertised animal products with roughly six times more money than vegan substitute products; the Migros Group spent approximately three times more.
Especially during grilling season, Migros and Coop engage in a discount battle every week. Migros offered 151 grilling promotions and Coop 161 during a three-month observation period. They sold steaks, chicken wings, and ribs at 20, 30, 40, or even 50 percent off.
Promotions most frequently advertise Swiss meat products without a label. The criticisms raised by environmental and animal protection organisations are thus confirmed.
No advertising for climate- and environmentally harmful products
«Coop and Migros exert a significant influence on our consumer behaviour through their advertising. Instead of merely pointing the finger at us, their customers, the two retail giants must take responsibility. In light of the study results, their disproportionately high advertising expenditure on animal products cannot be justified», says Barbara Wegmann, expert on consumption and advertising at Greenpeace Switzerland.
«We demand that Migros and Coop introduce comprehensive and binding advertising regulations. The goal: an advertising ban on climate- and environmentally harmful products.»
Meat is far too cheap, which artificially sustains high meat consumption, criticise various environmental and animal protection organisations such as Greenpeace. They hold the major retailers responsible. According to WWF Switzerland, prices reflect the true costs in an insufficiently realistic manner.
After all, the vast majority of greenhouse gas emissions generated in agriculture are attributable to meat production. «Furthermore, forests are being cleared for animal feed production, water scarcity is being exacerbated, and severe harm is being inflicted on people and animals in the affected regions.»
| You can help all animals and our planet with compassion. Choose mercy on your plate and in your glass. Go vegan. |
