美国营销人员应对Adland的气候危机（英）

COUNTINGCARBON:HOW

U.S.

MARKETERS

ARE

TACKLINGADLAND'S

CLIMATE

CRISISAUGUST

2022GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIATAKING

THETEMPERATUREOFADLAND'SCARBONPROBLEMOnline

advertising

has

a

carbon

problem.

As

the

digital

adecosystem

has

become

more

complex

and

fragmented

–fuelled

primarily

by

the

energy

required

to

support

the

rise

inprogrammatic

advertising

–

the

negative

impact

it

has

on

theenvironment

has

also

increased.To

putitintocontext,theinternetrepresentsalmost4%ofglobalemissions,andisontracktodoubleby2025(source:BBC)

—aheftychunkofwhichiscausedbydigitaladvertising.Asasignificantdrivingforce

withintheglobaleconomy,andanimportantpointofinfluenceandengagementforthepublic,theadvertisingindustrycanplayakey

partinsupportingthechargetoanetcarbonzerofuture.Atypicalonlineadcampaignemits5.4tonsofcarbon(source:Good-Loop)

—aroundathirdofwhataU.S.consumergenerateseveryyear(source:Good-Loop),while1MvideoimpressionshasthesamecarbonfootprintassomeoneflyingfromBostontoLondonandback(source:Scope3).Inordertobetterunderstandmarketers’perceptionsoftheimpactdigitaladvertisinghasontheenvironmentandtheactionsbeingtakentoreducecarbonemissions,Good-Loopconductedasurveyofmorethan400digitalmarketersintheU.S.andU.K.,mainlyfrommediaagenciesandbrands.Thisreportrevealshowbrandsandagenciesare

tacklingtheproblem,thechallengesfacedandplansforfutureaction.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA2KEYU.S.

FINDINGSNineinevery10(87%)U.S.marketersbelievethedigitaladvertisingindustryhasaresponsibilitytoreducecarbonemissionsAlmosttwo-thirds(61%)ofU.S.marketerssaythey’re

trackingthecarbonemissionsgeneratedbytheirdigitaladvertising

campaigns76%ofU.S.marketersbelievethedigitaladvertising

industry

needstodomoretohelpreducecarbonemissions56%ofU.S.agencymarketersand46%ofbrandmarketersbelieve“sustainabilityismoreimportant

thanthecostofmedia”Sevenin10(69%)U.S.brandmarketersandmorethanhalf(54%)ofagencymarketersbelievethereare

notenougheducation/trainingprogramsonsustainablemedia51%ofU.S.marketerssaytheirorganizationplanstoreachnetzeroindigitaladvertisingatsomepointinthefuturebutonly24%havebeensettargetsGOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA3MARKETERSKNOW

THEYNEEDTO

DOMORETO

REDUCECARBONEMISSIONSThereisa

nearuniversalunderstandingthatmarketersneedto

takeactionto

improvethesustainabilityoftheircampaigns.Nine

in

every

10

(87%)

of

U.S.

marketers

agreethatthedigitaladvertisingindustryhasaresponsibilityto

reducecarbonemissions.76%ofU.S.marketerssaythedigitaladvertisingindustryneedsto

domoretohelpreducecarbonemissionsThereisalsoa

desire

to

do

more,withthree-quarters

(76%)

of

brandand

agencymarketerssupporting

the

view

the

industryneeds

to

do

more

to

reducecarbon

emissions.Thisshowsthatwhileunderstandingthecarboncostofdigitaladvertisingisa

relativelynewconcept,marketers

understandtheimportanceoftheissueathand.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA4WHY

DOMARKETERSFEELITISIMPORTANTTO

REDUCETHEIRCARBONEMISSIONSWhenlookingatwhymarketersbelieveitisimportanttoreducecarbonemissions,thereisawidespreadbelief(53%ofrespondents)that“weallhaveacriticalroletoplayinreducingcarbonemissionsandfightingclimatechange”.In

fact,

56%

of

agencymarketers

in

the

U.S.

and46%

of

U.S.

brand

marketersbelieve

“sustainability

ismore

important

than

thecost

of

media”.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA5WHAT’SDRIVINGMARKETERS’DESIRETO

REDUCECARBONEMISSIONS?WHY

IS

MAKING

YOUR

DIGITAL

ADVERTISING

ACTIVITY

CARBON

NEUTRAL

IMPORTANT?60%53%40%34%30%28%27%20%0%22%21%21%15%We

allhaveacriticalrole

We

areunderpressuretoplayinreducingcarbon

fromourcustomerstoWe

havebeensettargetsbyseniormanagementWe

areunderpressurefromourshareholderstotakeactionItcreatesacompetitiveadvantageIt’s

justsomethingwehavetodoItmakesmelookgoodinmyjobroleandhelpsmycareerprogressionIthelpsusrecruitthebesttalentThereispressurefromthedigitalmarketingindustryemissionsandfightingclimatechangetakeactionExternalfactorsare

playingakey

roleindrivingchange,withU.S.marketersmostlikelytobeinfluencedbycustomers(34%),seniormanagement(30%),andshareholders(28%).Meanwhile,“pressurefromtheindustry”

istheleastinfluentialdriverofbehavior(15%).

Thereisalsoagrowingbeliefthatreducingcarbonemissionsisgoodforcareerdevelopment(21%)

andhelpsrecruitthebesttalent(21%).GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA6COUNTINGCARBONAlmost

two-thirds

(61%)

ofU.S.

marketers

are

tracking

thecarbon

cost

of

their

digitalmarketing

campaigns.However,

the

tech

currentlyused

to

track

emissions

is

stillquite

nascent,

with

56%

stillrelying

on

estimated

figures

orcalculations.

Furthermore,there

is

a

lack

ofstandardization,

with

bothindependent

and

in-housesolutions

widely

used.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA7HOW

DOYOU

TRACKTHECARBONFOOTPRINTOFYOUR

DIGITALADVERTISING?CARBON

TRACKING

IS

AT

A

NASCENT

STAGE

AND

LACKS

STANDARDIZATIONWHY

IS

THIS

IMPORTANT?Researchhasshowncarboncalculators

fromleadingcompanies/projects

produce

different

results

forthesameads.60%Thisisto

be

expected,asworkonthisprojecthasexistedto

dateinsiloes

—withmany

reluctant

to

sharemethodologyorworking

practices

for

fearoferodingcompetitiveadvantage.55%40%20%0%49%45%For

example,some

calculatorswillfactor

fortheweightofthecreativebutwon’tconsidertheprogrammaticsupplychain.Theriskwefaceisthatwithoutstandardizationtherewillbea

leaningtowards

calculatorsthatreportthelowestemissionsandmisalignedcalculationscouldresultinlossofbuy-infrom

key

stakeholders.EstimationsbasedonnumberofimpressionsUsinganindependentcarboncalculatorUsingacarboncalculatorwebuiltin-houseGOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA866%ofU.S.

marketersbelieveminimizingcarbonemissionsshouldbeatargetforeverymarketerGOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA9TARGETS=ACCOUNTABILITY

+TRANSPARENCYWhen

setting

targets

theThereisamismatchbetweenthetargetssetbyseniormanagementandmarketers’beliefthattargetsshouldbeset.Onaverage,only24%havebeensettargets,buttwo-thirds(66%)believeminimizingcarbonemissionsshouldbeanobjectiveforeverymarketer.first

goal

should

beestablishing

accuratemeasurement,

followed

bythe

creation

of

realistictargets

for

reducing

carbonemissions

with

realistic

plansof

how

to

do

so.WHY

IS

THIS

IMPORTANT?Settingtargetsalone,withoutaplandoesn’tfacilitatemaximalperformanceandcanevenbecounter-productive.Withagoodplaninplace,youcreatetransparencyandaccountability.However,

goalswithoutanindependent/collectivebodytooverseethemriskfallingvictimtoGoodhart’sLaw—whenameasurebecomesatarget,itceasestobeusefulasameasurebecauseallthefocusisonthewhatnotthewhy.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA10LOOKINGTO

THEFUTURE:REACHINGNETZEROINDIGITALADVERTISINGDOES

YOUR

ORGANIZATION

HAVE

INITIATIVES

IN

PLACE

TO

REDUCE

THE

CARBON

EMISSIONSGENERATED

BY

DIGITAL

CAMPAIGNS

TO

NET

ZERO?25%WiththeU.S.Government

committing

itself

tobecoming

a

net

zeroeconomy

by

2050

andmanymajor

ad

agencies

adopting

AdNet

Zeroglobally,morethanhalf(51%)ofU.S.marketerssay

theirorganizationplanstoreachnetzeroindigitaladvertisingatsomepointinthefuture.23%20%15%10%5%20%16%16%Infact,23%plantodosobytheendofthisyear.However,

oneinevery

10(11%)donotthinkitispossibletoeverreachnetzero,while16%sayit’snotimportant

—

whichpointstoalackofeducationinthisspace.12%11%Despitethesegoodintentions,somemarketersbelieveperformanceoutweighssustainability.“As

longasdigitalmarketinggeneratesresultsitdoesn’tmatterifcarbonemissionsgeneratedbyrunningcampaignsare

high”–37%ofbrandmarketersand26%ofagencymarketersagree.2%0%No,it'snotpossibleNo,it'snotimportanttomyorganizationNo,butweplantodosointhenext12monthsYes,

weplantoreachnetzerobytheendof2022Yes,

weplantoreachnetzerobytheendof2023Yes,

weplantoreachnetzerobytheendof2024orlaterWe

arealreadyatnetzeroGOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA11EDUCATIONANDDIRECTIONTHERE

ARE

NOT

ENOUGH

SUSTAINABILITY

EDUCATION/TRAININGPROGRAMMES

TO

GIVE

MARKETERS

THE

SKILLS

AND

CONFIDENCE

TOEFFECTIVELY

UNDERSTAND

AND

REDUCE

THE

IMPACT

DIGITALMARKETING

HAS

ON

THE

ENVIRONMENTAlackoftrainingisholdingmarketersback.Seveninevery10(69%)brandmarketersandmorethanhalf(54%)ofagencymarketersbelievethereare

notenoughsustainabilityeducation/trainingprogramstogivemarketerstheskillsandconfidencetoeffectivelyunderstandandreducetheimpactdigitalmarketinghasontheenvironment.80%60%69%54%40%20%0%BrandsAgenciesGOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA12WHY

ISTHISIMPORTANT?Themorenormalizedthebehaviourofmeasuringandreducingthecarbonimpactofadvertisingactivitybecomes,thefasterwecansolvetheproblemanddriveourindustrytowardsaclearNetZerooutcome.However,

forustogetthere,it’s

timetoagreeontherulesofengagementanddefineasharedstandardformeasuringcarboninourindustry.Otherwise,weruntheriskofdoingmoreharmthangood.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA13JOINOURONLINECOURSETOLEARNMOREABOUTSUSTAINABLEMEDIAWith

so

many

marketerskeen

to

learn

moreKEY

TOPICS

FROM

THE

THREE-PART,ONLINE

PROGRAM

INCLUDE:about

how

they

candecarbonize

their

digitalmedia,

Good-Loop

islaunching

a

virtual●●●●●Whatare

scope1,2and3emissionsCarbonneutral/netcarbonnegative–what'sthedifference?Whatisgreenwashing?AndhowtoavoiditWhatdoescarbonoffsettingactuallymean?training

course

to

help.HowtomeasureandreducethecarbonfootprintofyourdigitalmediaCLICK

HERE

TO

SIGN

UP

(LINK

TO

COURSE

PAGE)OR

EMAIL

MARKETING@GOOD-LOOP.COM

TO

FIND

OUT

MORE.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA14SUMMARYGlobal

temperatures

are

already

1.9°Fahrenheit

warmer

than

before

theIndustrial

Revolution,

melting

110

trilliontonnes

of

the

Greenland

ice

cap.

Leftunchecked,

the

problem

will

cause

untold,irreversible

damage

to

the

planet.The

good

newsisthatthepast18months

haveseena

flurryofactivityasglobalbusinessescommit

totakingaction.Apple

has

committed

tobe100%carbonneutral

by2030,

Unilever'sClimate

Transition

Action

Plan

sets

outa

pathwayto

net

zero

emissions

acrosstheirsupplychainby2039andVolvo

intendsto

become

net

zero

by2040.

Eventhe

U.S.

Government

has

committedto

becoming

a

net

zero

economy

by

2050Meanwhile,Ad

NetZero

waslaunchedbya

triooftradebodiesintheUKinNovember2020,withamissiontogettheadindustrytonetzerocarbonemissionswithinthenextdecade.IthassincesigneduphundredsofadvertisersincludingWPP,

Publicis,DentsuandOmnicom.GOOD-LOOP’S

‘COUNTING

CARBON’

STUDY,

AUGUST

2022.|WWW.GOOD-LOOP.COM/GREENMEDIA15U.S.

marketers

are

aware

of

the

need

for

changein

the

form

of

measuring

and

reducing

carbonemissions

generated

from

digital

campaigns.That’s

where

we

can

help.Asweapproach2023,71%

ofmarketersreportthattheirorganisationswillhaveinitiativesinplacetoreachnetzero.However,

thereisalackofstandardization,education,andurgencywhichmustbeaddressedifweare

toturnthedigitaladvertisingindustryintoaforce

forgoodfortheplanet.Thankfully,moreandmorecompanies,includingGood-Loop,

aredevel