Serviceplan Middle East
Mon, 30 Jan 2023 12:32:07 GMT
We are in the midst of a climate emergency. The effects of climate change are being seen in every aspect of our lives. While it may not be as quantifiable as other sectors, the advertising industry is a major driver of climate change.
Research carried out at Good-Loop, an online advertising company, has found that a typical online ad campaign emits 5.4 tonnes of carbon dioxide. Another recent report published by Purpose Disruptors, an organisation founded by ex-industry leaders, found that online advertising is responsible for an average 28% uptick in the carbon footprint of every person.
So how can we minimise the impact of digital media on the environment and leave the world a better place? Here are some tips:
At Serviceplan Group, we take our responsibility seriously and have already started implementing concrete measures to achieve climate neutrality. As part of its sustainability initiative, Mediaplus Germany launched the ‘Green GRP’ model in 2021, in cooperation with ClimatePartner, a company focusing on carbon offsetting projects, and nine big players from the German media landscape. The Green GRP calculation model is an industry initiative open to all market participants, which aims to offset all campaign carbon emissions generated by the campaign's advertising placement with certified climate protection projects.
‘The German advertising market is worth around 25 billion euros net according to the German Advertising Federation (ZAW). If we manage to invest an additional one per cent of the money in carbon offsetting and climate-protection projects, we will have achieved an important contribution for climate protection. If all market participants join in, eventually everyone will run only climate-neutral campaigns.’’ Florian Haller, CEO of the Serviceplan Group.
'Net zero carbon' might sound out of reach, and knowing where to start can be tricky for most companies. However, we must remember that we all have a responsibility to preserve our planet. Therefore, adopting a sustainability-first mindset and setting ambitious yet realistic goals are some positive steps that we can take towards a greener ad world.view more - The Sustainability ChannelServiceplan Middle East, Mon, 30 Jan 2023 12:32:07 GMT