GroupM launches a global framework for media decarbonisation
GroupM, WPP’s media investment group, today introduces the approach it will take to measure and reduce ad-based carbon emissions using a newly developed global carbon measurement framework.
The framework is an innovative, new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels, and markets in accordance with the Greenhouse Gas Protocol’s standards.
The establishment of a globally scalable approach to carbon measurement is a major step GroupM is taking to deliver on its commitment to decarbonize its media supply chain by 2030, as announced by WPP in April 2021. It provides the parameters, data inputs, and methodology necessary to power what we believe to be the industry’s most robust global carbon calculator, which will be available to GroupM clients later this year and will allow media planners to map the total carbon footprint of advertising campaigns from development to delivery.
In March, new research from Nine and market research company Crowd.DNA showed that diminishing confidence in government policy to act on climate change is seeing Australians wanting big businesses and brands to provide bold plans for a sustainable future.
The research, released at the time during Nine’s State of the Nation Sustainability virtual event, showed that despite everyday Australians making changes to live more sustainably, the majority feel that as a country, we are not doing enough, and brands need to lead the way.
GroupM’s Global CEO, Christian Juhl, said: “Our clients want to prioritize media investment with publishers and platforms that are actively decarbonising their media supply.
“While we applaud the many steps taken to quantify ad-based carbon emissions in recent years, having different standards across companies, platforms, and markets is delaying meaningful action. By sharing this global framework, we hope to begin aligning our industry behind a consistent set of standards that will create clear goals and incentives for rapidly decarbonising the media supply chain.”
AXA media performance insights director, Jérôme Amouyal, added:: “We have seen that our industry has an increasing number of calculators, but not an aligned reduction plan. It is important that we as a collective get behind a robust, actionable solution that accelerates decarbonisation. We believe that market approaches such as GroupM’s will lead the way in educating, informing, and enabling vital change in the industry. We’re looking forward to working with them to have the right framework to inform our future buying decisions.”
To develop its decarbonisation framework, GroupM worked with independent specialists in carbon measurement and incorporated input from clients, industry partners, third parties, and experts across GroupM and WPP. In addition to providing standards and processes for measuring carbon emissions, the framework also outlines steps advertisers can take immediately to accelerate their decarbonisation efforts. These include buying fewer but higher-quality ads, cutting the complexity of the supply chain by reducing intermediaries, and buying low-carbon media products.
To encourage the establishment of industry-wide standards for carbon measurement across channels and formats, GroupM will make the methodologies and processes supporting its new framework available to industry bodies and organizations committed to decarbonising the media supply chain setting a target approved by the Science Based Targets initiative (SBTi).
Ad Net Zero chair, Sebastian Munden, commented: “Action 3 of the Ad Net Zero action plan is all about getting the whole industry to the point where we can accurately track, report, and therefore reduce the carbon footprint of all media channels. This is no easy task, especially as we scale the efforts of Ad Net Zero globally.
“We would need an agreed standardized approach that works for all parts of the ecosystem: advertisers, agencies, media, and tech. This move by GroupM is hugely welcome, and a very timely development to help deliver those aims. Through the new Ad Net Zero Global Group recently announced at Cannes Lions, we will explore how this approach can be scaled right across the industry.”
Got a tip?
topics
Ad Net Zero
AXA
carbon footprint
Christian Juhl
GroupM
media decarbonisation
Media Decarbonization
Net Zero Action Plan
Sebastian Munden
WPP
Have your say