UK’s media companies collaborate to map carbon footprints of digital value chains

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 21, 2020, 2:19 AM GMT+0

These companies are BBC, Dentsu Aegis Network, Informa, ITV, Pearson, Relx, Schibsted, Sky and TalkTalk.

The UK’s biggest media companies have come together as launch partners for “Dimpact”, a new scheme which will map the carbon impact of digital value chains. This year-long project aims to create an online calculator which will be available to companies offering digital products and services.

The article says that mapping carbon footprints of advertising, publishing and broadcasting services is complex due to the underlying technological systems. Individual companies have pledged to make their marketing efforts or digital services “carbon-neutral”.

Environmental activists, Extinction Rebellion, urged the ad industry to act via an open letter. They specifically targeted adland as they can “shift mass behaviour in a heartbeat” and also because they are the reason behind selling things that people don’t need.

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