'Since the initiative launched, we have already seen some criticism of the amount of packaging Marks & Spencer uses for its products within the stores,' says McKnight, a director at Edelman's corporate responsibility management consultancy First & 42nd.
The launch of the initiative has marked a change in companies' policies, he adds: 'What this is actually about is companies being green and not just being seen to be green.'
McKnight says: 'The announcement comes at the anniversary of an agreement between the leading retailers and government to reduce the environmental impact of shopping bags.'
He concludes: 'Companies considering launching a similar initiative must have their wider environmental house in order as it will come under scrutiny.'
www.prweek.com/uk to see McKnight's Viewpoint.