Why avoiding waste in digital marketing is a vital part of building a low carbon future
Clean tech is a crucial part of tackling the climate emergency, with advances in artificial intelligence revolutionising what’s possible.
But there’s increasing awareness that digital is not carbon neutral.
Here are some stats from the carbon emissions think-tank The Shift Project, which illustrate the scale of the problem:
- Digital technology contributes to 4% of global greenhouse emissions, double that of the worldwide aviation industry
- Online video, including streaming services such as Netflix, represent 20% of the greenhouse gas emissions of all digital devices – 1% of global emissions
- Energy consumption from digital technology is increasing by 9% a year
In fact, the Paris-based Shift Project argues that:
Digital technology is currently doing more to fuel global warming than prevent it.
So, what does this mean for marketing?
The starting point is to recognise that all marketing has a carbon footprint, digital included.
As we strive to make our marketing sustainable, we have a duty to ensure that we use the very best tools and techniques.
Anything less fails to maximise the impact of the carbon we use.
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