In today’s digital age, the impact of marketing on the environment is often overlooked. While many companies are making strides towards sustainability in their operations, the digital marketing ecosystem remains a hidden source of carbon emissions that are not being adequately addressed. The combination of weak consumer pressure and a lack of agreed standards means that marketers are failing to prioritize cleaning up their ‘hidden’ digital emissions.
One of the main culprits in this issue is programmatic advertising, which has a notoriously complex supply chain that contributes to additional emissions on top of those generated by creating and sharing ads through other media channels. According to figures from media reporting company Scope 3, the programmatic advertising industry alone produces more than 215,000 metric tonnes of carbon emissions in a single month across just five leading economies. This staggering amount highlights the significant environmental impact of digital marketing practices.
Despite the scale of the issue, a recent report by WARC found that emissions reduction is not a priority for most companies, with 59% of respondents stating that they do not prioritize measuring or reducing their carbon footprint. This lack of focus on sustainability suggests that progress has stalled on the journey towards greater environmental responsibility in digital marketing.
One of the key reasons for this lack of prioritization is the absence of industry-wide standards for measuring and reducing emissions. Without clear guidelines and benchmarks to follow, companies struggle to assess their environmental impact and take meaningful steps towards sustainability. Paul Stringer, WARC’s managing editor of research and advisory, explains that the lack of standards is a major barrier to progress in this area.
As consumers become increasingly aware of environmental issues and demand more sustainable practices from the brands they support, it is crucial for marketers to take action to reduce their digital emissions. By implementing more sustainable practices, such as optimizing ad delivery to reduce energy consumption, using renewable energy sources, and supporting initiatives to offset carbon emissions, companies can make a positive impact on the environment and demonstrate their commitment to sustainability.
In conclusion, the issue of ‘hidden’ digital emissions in the marketing industry is a pressing concern that requires urgent attention. Marketers must prioritize measuring and reducing their carbon footprint, implement sustainable practices, and advocate for industry-wide standards to address this environmental challenge. By taking proactive steps towards sustainability, companies can not only reduce their impact on the environment but also build trust with consumers who are increasingly conscious of the environmental footprint of the brands they support.
