Having a limited impact on the environment is just one part of the equation. A number of brands and indeed companies have launched high-profile green campaigns or even full-on environmental strategies. Last year, Velvet launched its Campaign For Trees with the promise that for every tree it uses, three more are grown. "It's reassuring to see our focus on Velvet's environmental credentials resonating with consumers," says Richard Nall, marketing director at brand owner SCA. Unilever, meanwhile, continues to work towards its Cleaner Planet Plan, unveiled in 2009 with the aim of reducing pack sizes, and the introduction of concentrated liquids in three of its laundry brands Persil, Surf and Comfort. The overall aim is to halve the environmental impact of the company's products by 2020. Reckitt Benckiser has set itself a similar goal of reducing its total carbon footprint by 20% by 2020 and has achieved an 11% reduction since the scheme launched in 2007.