Advertising adds 28% to every person’s carbon footprint in UK – Report
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A new report on the role of advertising in driving climate change reveals the industry adds an additional 28% to every individual’s carbon footprint in the UK.
New research finds the UK advertising industry could add up to 28% more to each person’s annual carbon footprint. The report, published by Goal disruptors, an industry insider organization advocating for lasting change, aimed to highlight the role of advertising in influencing spending decisions and its impact on the environment.
Describing the advertising industry as “arguably the greatest driver of societal change,” the report says the $ 600 billion global industry must “play a vital role” in the transition to a low-carbon economy .
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The report, titled Advertised Emissions, defined the term as GHG emissions as âthe result of increased sales generated by advertisingâ. In other words, it takes into account the full extent of additional economic activity, expenses and emissions associated with the demand fueled by advertising.
Data collection with the econometrics agency Magic numbers, the analysis showed that these reported emissions amounted to more than 186 million tonnes of CO2 equivalent in the UK alone in 2019. This figure roughly equates to the GHG emissions of 47 coal-fired power plants operating for a period of time. entire year, and is approximately 186 greater than the operational broadcasts of the UK advertising industry.
âAdvertising adds an additional 28% to every person’s annual carbon footprint in the UK,â the researchers wrote.
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Reduce ad spend for high carbon brands
Highlighting the “vital role” the advertising industry plays in “determining whether the world will successfully transition to a sustainable, low-carbon society,” the report’s authors proposed a framework for the sector to move forward. ‘before.
While advertising spending for high carbon brands and industries is expected to be reduced, spending is expected to increase for green brands whose business is “geared towards a world of 1.5”.
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Other recommendations proposed by the report include widespread industry recognition of advertised shows and their inclusion in corporate reporting. He also called for the creation of a body of independent scientific experts to standardize the monitoring and regulation of announced emissions.
“A reduction in environmentally damaging advertising does not necessarily mean a reduction in income,” the report says. âBy deliberately reducing consumption-related emissions, the advertising industry has the opportunity to reinvent itself and increase its relevance and profitability.
Main image courtesy of Unsplash.