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The environmental impact of the Internet is estimated to generate around 2 percent to 4 percent of global carbon emissions.
In 2022, consumers choose brands that take care of the environment in the process of making their articles.
The United Kingdom is a pioneer in the measurement of the so-called “advertising emissions”.
Sustainability and actions to care for the planet are increasingly visible among people and especially brands and companies around the world. Given this, the Cannes Lions 2023 festival indicated that for this edition, reports on their CO2 emissions will be requested in the registration of campaigns in all categories.
The issue of sustainability has gone beyond all the scenarios until reaching the interest of the brands that increasingly create more campaigns to promote caring for the environment, but very few know that even this digital advertising can generate carbon emissions.
And this is how many studies have shown that digital advertising ads are generating a high carbon footprint, causing worrying pollution in the environment. According to figures from the consultancy Fifty Five, the digital ecosystem today is responsible for more than 3.5 percent of the world’s greenhouse gas emissions and is growing at an annual rate of 6 percent, more than aviation world civil.
On the other hand, data from other reports reveal that digital advertising is the cause of the emission of 82 million tons of Co2 each year. Where many consider that these data are alarming and could be higher, considering the increase in digital interactions that brands have with their audiences today.
Likewise, it is recorded that a single campaign has a greater negative effect on CO2 emissions than population per capita in almost any country in the world. In fact, according to GoodLoop, the environmental impact of the Internet generates about 2 to 4 percent of global carbon emissions, while a traditional advertising campaign emits about 5.4 tons of CO2.
Cannes Lions 2023 on CO2 emissions
As has been happening in the advertising industry, the inclusion of sustainability has become a major issue, which is why the 2023 Cannes Lions Festival reported that this year, In the registration process, participants will be asked to communicate the CO2 emissions produced in their preparations.
According to the festival, this measure applies to all categories that are awarded; but, nevertheless, it is not a mandatory requirement to present.
“We believe it is our collective responsibility to drive action for sustainability through creativity,” said Simon Cook, CEO of Cannes Lions 2023.
In this sense, he explained how the 2023 edition of the Cannes Lions Festival uses the AdNet Zero five-point Action Plan as a guide, where the purpose is to strengthen its commitment to the environment.
They also explain that the information will be collected to make an analysis of the best practices in the production and distribution of creative works worldwide.
“The SDG Lions-winning charities show how creativity can drive action to achieve the ambitions of the Global Goals. We are delighted to support the ongoing work of these inspiring charities,” she adds.
With this action, you can see more of this 2023, as the industry is concerned about how it behaves towards the environment, where various studies show how brands and creatives are increasingly aware of the footprint left in the digital world.
A brand example is the recent campaign of LATAM Airlines, which announced that it is addressing the impact of digital advertising on the climate through significant carbon reductions.
In February, the airline reported that with With the help of their media agency Matterkind they worked with SeenThis, it has drastically reduced the Cost Per User (CPU). Previously, its high-quality video content was limited to expensive video inventory placements, while display campaigns used static banners, according to the airline.
“By using SeenThis’s adaptive streaming solution, LATAM Airlines reduced CPU in all key markets by up to 83 percent, while using less data, saving energy and avoiding unnecessary CO2 emissions from digital advertising. ”, they explain in a statement.
And this is how sustainability has earned a place at the table in all sectors, since it is a reality of the damage that can be caused to the environment, leaving a message of awareness in people and consumers.
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