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Counting Carbon: How UK marketers are tackling Adland’s climate crisis

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Sustainability
Sustainability

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In order to better understand marketers’ perceptions of the impact digital advertising has on the environment and the actions being taken to reduce emissions, Good-Loop has surveyed digital marketers in the US and UK

Online advertising has a carbon problem. As the digital ad ecosystem has become more complex and fragmented – fuelled primarily by the energy required to support the rise in programmatic advertising – the negative impact it has on the environment has also increased.

Good-Loop has surveyed over 400 digital marketers in the UK and US in order to understand how brands and agencies are tackling the problem, the challenges faced and plans for future action. Key findings include: 

  • 90% of UK marketers believe the digital advertising industry has a responsibility to reduce carbon emissions
  • 71% of UK marketers are currently tracking the carbon cost of their digital advertising campaigns
  • 84% of UK marketers believe the digital advertising industry needs to do more to help reduce carbon emissions
  • 87% of agency marketers in the UK and 61% of UK brand marketers believe “sustainability is more important than the cost of media”
  • 70% of UK agency marketers and more than half (63%) of brand marketers believe there are not enough education/training programmes on sustainable media
  • 38% say their organisation plans to reach Net Zero in digital advertising at some point in the future, but only 15% have been set targets
Download full research9.01 MB

By Charna Walfall, Senior Marketing Manager

Good-Loop

Good-Loop delivers effective, respectful and rewarding advertising in a way that also generates charitable donations for amazing causes - for free. Every time a user chooses to engage with one of our ads they can give 50% of the revenue to a charity of their choice. This means that Good-Loop converts media money into charitable donations in a way that delivers a positive user experience and guarantees the highest quality of impressions for brands.

Posted on: Wednesday 26 October 2022