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
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Martin Gill , Mike Proulx , Amy DeMartine , Jay Pattisall , Kelsey Chickering , Dipanjan Chatterjee , Tina Moffett , Mary Beth Kemp , Victoria Manes , Demi Starks

Summary

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.

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