Digital marketing has a carbon footprint: Here’s how to reduce it

We’re in the grip of a climate crisis, which threatens both our way of life and the way we do business. Like every other action your company takes, your digital marketing has a carbon footprint.

In a report by Imperial College London, rising temperatures are linked to falling sales and reduced productivity, as well as problems with the supply chain. This makes tackling climate change a business imperative as well as an environmental one.

But how much of an impact does digital marketing have on the environment, and what can you do to reduce your own footprint?

How eco-friendly is digital marketing?

In 2022, nearly three-quarters of the billions spent on advertising and marketing were allocated to digital marketing activities.

It’s easy to see why. Digital campaigns offer greater efficiency, a wealth of data, and incredible scalability, letting marketers test and perfect, measure return on investment, and reach new audiences in real time.

As well as being highly effective, digital campaigns don’t waste paper or prompt employees to jet around for in-person meetings, reducing marketing’s immediate environmental impact.

But running digital campaigns also releases hundreds of tonnes of carbon emissions year after year. As you’ll read elsewhere on the Sookio blog, with sustainability on everyone’s minds, new initiatives are emerging that give digital a carbon-efficient edge.

Making small changes can mean a world of difference when it comes to your digital marketing footprint:

1. Switch up your marketing toolkit

Did you know that laptops generate 80% less power than desktop devices? Using streamlined tools can have a knock-on effect on the energy efficiency of your marketing.

Most laptop devices are perfectly capable of carrying out all the tasks marketers need in their day-to-day activities, including creating articles and graphics, running reports, and joining online meetings.

Using a laptop (or another mobile device) also allows you to work from wherever you are, instead of relying on a desktop in one location - a win-win!

The World Economic Forum reports that fifty million tonnes of electronic waste is generated every year, and only 12.5% of it is recycled. To help make a difference, buy second-hand or refurbished electronics whenever possible, recycle what you have, invest in warranties to help you fix rather than replace your kit, and support suppliers who have an established commitment to reaching Net Zero.

2. Give your content an energy-efficient makeover

Want to reduce your carbon footprint in a flash? Keep your video clips short and to the point. The power generated to view content is one of the main sources of ‘E-waste’ in digital marketing, so shorter video clips equal less power and a more eco-friendly option.

The same rule of thumb applies to different forms of content. You can continue to save on energy by avoiding bloated file sizes in any downloads you offer.

Not only do smaller file sizes mean quicker loading times, but there’s evidence to suggest that shorter videos are better for time-strapped browsers and shorter attention spans. Trimming the excess from your clips creates content that’s more efficient and effective, as well as helping the planet.

Websites produce an average of 0.5 grams of CO2 per page view, but this can be reduced with regular reviews to identify unnecessary pages, giving you the chance to refocus your web content and reduce redundant browsing.

It’s also worth checking the scale of any images used on your website. By reducing them by just 30%, you could significantly reduce both load times and your company’s carbon footprint - all while providing a streamlined user experience.

3. Build a hybrid or WFH company culture

Since the pandemic, many marketing teams have shifted to either full-time remote work or, more often, a hybrid model, which sees employees split their time between their home office and the workplace.

Studies show this shift is great for employee morale and well-being, but it has plenty of benefits for reducing carbon emissions, too.

According to the IEA, carbon reductions are more striking in those who would normally commute by car, but if all employees were to work from home just one day a week, it could result in an annual decline of 24 million tonnes of CO2.

However, remote work also presents a challenge, as companies can’t check how sustainable employees are in their at-home work habits, versus the more controllable office environment. Harvard Business Review suggests implementing initiatives that reward eco-friendly behaviour, encouraging remote teams to consider their impact on the environment.

Simple ways to reduce the carbon footprint of your digital campaigns:

• recycle your electronics whenever possible and invest in second-hand kit and warranties to help you fix rather than replace

• use laptops rather than desktop devices for the bulk of your marketing projects

• limit the file sizes of videos, images, and documents to help reduce carbon emissions

• regularly review your website to remove redundant content and limit unnecessary page views

• implement a hybrid working culture that keeps employees connected while reaping the environmental benefits of working from home.

A bright future for carbon neutral marketing

In November 2020, The Advertising Association launched its industry-wide initiative Ad Net Zero, to address the climate crisis through targeted industry action.

In collaboration with the IPA and ISBA, the initiative (now in its third year) aims to achieve net-zero carbon emissions across the ‘development, production, and media placement of advertising’ by 2030.

This industry-wide commitment represents a big leap towards ensuring marketing remains a driver of positive change.

In-house marketing teams and digital agencies can also take part, whether through creating a full Net Zero plan or simply taking smaller, sustainable steps in the right direction. You should also look at the Sustainable Web Manifesto from our friends at Wholegrain Digital for clear pointers in making your internet usage cleaner and more efficient.

Ready to talk about your new campaign?

Get in touch with Sookio to find out how we can help.