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Barclaycard first bank to launch 'green' credit card

By Catherine Turner
Barclaycard is launching a "green" credit card in an attempt to woo environmentally-conscious consumers. The credit card giant says the card is in response to growing consumer demand. It will help consumers reduce global carbon emissions and offer cardholders incentives to be more environmentally friendly.

Barclaycard%20tv-commercialBarclaycard is launching a "green" credit card in an attempt to woo environmentally-conscious consumers.

The credit card giant says the card is in response to growing consumer demand. It will help consumers reduce global carbon emissions and offer cardholders incentives to be more environmentally friendly.

The card will launch this summer in the UK but is expected to be rolled out globally. Full product details and marketing plans have yet to be finalised, although the launch is expected to be supported by a heavyweight press and online campaign.

The move follows Barclaycard's recently adopted strategy of targeting and diversifying offerings rather than "pushing" cards at customers, according to a spokesman.

Direct marketing - usually a heavy part of card marketing activity - is unlikely to be used. The spokesman says/ "To carpetbomb people with paper may not be the way to win green consumers."

Chief marketing officer Elizabeth Chambers says it is the first "leading" bank to offer a card that will help customers reduce carbon emissions, donate to green causes and offer incentives to buy green products.

Barclaycard's advertising is handled by Bartle Bogle Hegarty, with media planning and buying carried out by Walker Media.

It is the latest in a line of finance brands eager to position themselves as environmentally friendly. Earlier this year HSBC launched a "green sale" marketing initiative while Co-operative Financial Services (CFS) offers "eco-friendly" car insurance and is mooting the launch of further green insurance and mortgage products (MW November 2, 2006).

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