Digital technologies have become an integral aspect of the everyday lives of many individuals. As one of the biggest industries in the world, the media industry is responsible for a significant portion of global emissions.

According to the The Shift Project, digital technology contributes to 4% of global greenhouse emissions, which is double that of the worldwide aviation industry.

Each digital advertising impression alone produces up to 1.09 grams of CO2e, per the peer-reviewed scientific article Environmental Impact Assessment of Online Advertising.

In addition, the carbon footprint of one hour of broadcast television is estimated to be 88 grams of CO2e per watcher according to the 2011 IEEE International Symposium on Sustainable Systems and Technology study.

These statistics indicate the extent to which the media industry contributes to global warming. As the world continues to experience the devastating impacts of climate change, it has never been more important for the media industry to implement sustainable decarbonization efforts and increase transparency in their endeavor.

Why should the Media industry increase climate transparency?   

While decarbonizing and increasing climate transparency hold significant environmental benefits, they also result in significant business benefits. Here are a few reasons why the media industry should decarbonize and increase climate transparency:

Build sustainable stakeholder relations

Media companies can build stronger ties with clients through climate transparency. By working to achieve greater transparency, advertisers can attract consumers and investors who are becoming more committed to supporting more sustainable companies.

Stay ahead of mandatory regulation

Climate transparency allows media companies to stay ahead of sustainability-related regulations such as the European Union’s CSRD by allowing them to effectively disclose environmental data.

Improve reputation

Climate transparency can help media companies improve their reputation by demonstrating their commitment to addressing the climate crisis. Such a commitment can help companies build relationships with consumers and investors who are similarly committed to sustainability.

Drive competition

Adopting climate transparency allows media companies to remain competitive in the market. Doing so may encourage healthy competition between several media companies and ultimately lead to a more sustainable media sector.  

5 ways to strengthen the Climate Transparency Campaign

1. Measure and disclose carbon emissions associated with media content production and delivery.

Measuring carbon emissions is a complex and time-consuming process, but innovative platforms like Footprint Intelligence simplify this task significantly. By utilizing technology, companies can more easily measure their carbon footprint, develop an actionable decarbonization plan, and ultimately generate comprehensive reports on their sustainability efforts.

2. Send out a press release announcing the transition to climate transparency.

A press release is an excellent way to inform the appropriate media about your honest decision regarding climate change. Are you the first to do this in the country, in B2B, or in your industry? Make sure to explain your motivation behind the action as well as how you intend to use your climate strategy outside of the box. Lastly, don't be afraid to use the fact that science is on your side. What figures can you provide? Have you already made any notable progress in reducing emissions?

For example, in a recent press release, our client partner Serviceplan Group demonstrates its commitment to sustainability and the dedication to shaping a better and more sustainable world through the new initiative called "WeGreen".

3. Create a landing page - the essential hub for sharing your dedication to climate transparency.

More specific information regarding your climate approach and plan should be hosted on this page. Here you can provide a collection of your annual reports, provide links to your product pages, and elaborate on your dedication to the most engaged audience. A page on your website demonstrates that your brand is built around climate strategy and reaffirms your commitment to transparency and climate action.

4. Engage the sustainability-conscious digital community.

Social media and online platforms are where potential customers spend a significant amount of their time, and it's crucial to connect with them beyond traditional marketing channels. The issue of sustainability and its impact on purchasing decisions is gaining traction, and consumers are looking for brands to provide more information and transparency.

5. Publish an annual sustainability report.

Media companies should also communicate the results of their efforts to increase climate transparency by publishing an annual sustainability report for consumers and investors alike. The publication of the annual report can help media companies increase accountability and understand the long-term effects of their sustainability efforts.

Final Words 

The media industry is a robust and innovative industry. Increasing climate transparency will not only benefit the environment but will also ensure that the industry continues to grow sustainably. At Footprint Intelligence, we help companies measure their carbon footprint and develop science-based ways to decarbonize, ensuring long-term business success.