I came across the Innocent Drinks website today - for those of us in the UK and other western european countries, you’ll be familiar with those very tasty fruit smoothies. The website is very cool, but what really stuck in my mind was the whole discussion they’ve encouraged on their site and on their blog around reducing the carbon footprint for one of their drinks. They openly admit they dont have all the answers, they’re open about what they are currently not doing or doing poorly. Plus they give practical suggestions, just like our very own pledges, for what individuals can do in their daily lives to start to make a difference. Awesome. It’s so refreshing to see companies start to approach it in this way and educate their users about individual action. Let’s hope more companies start to do this, it’s a complex area and companies have an enormous role to play in educating people everywhere.