Three-fourths of marketers feel the ad industry should act more to target carbon footprint

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 22, 2022, 12:41 PM GMT+0

Research from Good-Loop for Climate Week found that 87% of the surveyed marketers believe the digital ad industry has a responsibility to reduce carbon emissions.

About 76% of the respondents feel the industry needs to do more to help reduce carbon emissions. Similarly, 69% of brand marketers and 54% of agency marketers believe that there are not enough sustainability education or training programmes.

According to the study, 61% of marketers track the carbon cost of their digital marketing campaigns. But 56% of the respondents continue relying on estimate figures or calculations and dealing with a lack of standardisation across independent and in-house solutions.

More than half (51%) of marketers say their organisations plan to reach net zero in digital advertising at some point. However, only 24% have set targets, and only 2% claim to have already reached net zero.

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