Best Practice Report

Toward A Greener Marketing Ecosystem

How Brands, Agencies, Media, And Technology Companies Are Reducing The Environmental Impact Of Marketing And Advertising

June 6th, 2023
With contributors:
Martin Gill , Mike Proulx , Amy DeMartine , Jay Pattisall , Kelsey Chickering , Dipanjan Chatterjee , Tina Moffett , Mary Beth Kemp , Victoria Manes , Demi Starks


Brands, agencies, media, and tech companies are acting to reduce the marketing and advertising industry’s carbon footprint. Doing so isn’t only the new industry challenge — it’s a way to differentiate. While defining standard data measurement and KPIs for digital and media decarbonation remains a work in progress, companies that tackle and anticipate the challenge now will gain a competitive advantage. Read this report to understand how to improve the environmental sustainability of B2C marketing, implement best practices to reduce the carbon footprint of ads and campaigns, and create a greener marketing ecosystem with key innovative partners.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.