Advertiser’s Carbon Footprint equivalent to 380,000,000 cars!

According to our calculations marketing communication globally is responsible for over 500 million tonnes of CO2-e per year and is forecast to grow by over 5 percent every year thereafter.

To get this into some prospective, this is the equivalent amount CO2-e generated in the same period by over 380,000,000 average fuel-efficient cars. This is more than half the total number of cars on the road today!

This figure is made up of $450 billion in media spend which equals approximately 162 million tonnes CO2-e a year plus the commercial print, direct marketing, design and production related activities; making up the balance.

Carbon should be used as another measure when advertisers plan their media. This will not only reduce the advertisers’ emissions it will also send a message to the media channels and marketing suppliers to improve their footprint.

And no, just shifting to on-line is not the simple answer.

The internet, although very cost effective when using traditional media buying measures, has a big carbon footprint when not used in a targeted manner. That needs to be understood before leaping to the on-line solution.

About Chris Sewell

Christopher Sewell is a TrinityP3 Business Director specializing in helping companies understand the environmental impact of their marketing spend. He is also the CEO of The Gaia Partnership who is building an on-line application ‘CO2counter’ to measure carbon emissions in all forms of marketing communications. Read his full bio here

We're Listening

Have something to say about this article?
Share it with us on Twitter, Facebook or LinkedIn

This entry was posted in green marketing & sustainability and tagged , , , , , , , , . Bookmark the permalink.