{"id":7079,"date":"2024-04-02T19:12:08","date_gmt":"2024-04-02T19:12:08","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/can-marketing-cool-the-planet\/"},"modified":"2024-04-02T19:12:08","modified_gmt":"2024-04-02T19:12:08","slug":"can-marketing-cool-the-planet","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/can-marketing-cool-the-planet\/","title":{"rendered":"Can marketing cool the planet?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Can adtech and marketing do anything to cool down our overheating world? That existential question is the focus of a conference in New York next week.<\/p>\n<p>\u201cTwo or three years ago, we as a company learned of the degree digital advertising impacts carbon emissions. The energy it takes to power the internet is<a rel=\"nofollow\" href=\"https:\/\/www.energuide.be\/en\/questions-answers\/do-i-emit-co2-when-i-surf-the-internet\/69\/#:~:text=In%20terms%20of%20greenhouse%20gas,the%20Covid%2D19%20effect).\"> more than the civil aviation industry<\/a>, which is just shocking,\u201d said Frank Maguire, VP of Insights, Strategy and Sustainability at Sharethrough, a programmatic adtech company. \u201cAnd digital ads are a big part of that.\u201d<\/p>\n<p>The 2020 study Maguire referred to showed that the energy used to run the internet is responsible for 3.7% of all greenhouse gasses, a number that will have doubled by next year. It\u2019s important to note that the study was done before the recent explosion of power-hungry AI technology.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>The Sharethrough team realized they had to do something and last year put together the first Green Media Summit.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-taking-action\">Taking action<\/h2>\n<p>\u201cWe used to run native ad summits so we kind of took some of that playbook, and we\u2019re like why don\u2019t we put together a last-minute summit?\u201d Maguire told MarTech. The idea was to bring together brands, agencies, DSPs, adtech providers and publishers to talk about what they were trying to do, what they\u2019ve learned, and also what they needed from the rest of the industry.<\/p>\n<p>That last-minute summit turned into an eight-hour, standing-room-only event that drew more than 300 people. The second now-annual <a rel=\"nofollow noopener\" href=\"https:\/\/greenmediasummit.com\/\" target=\"_blank\">Green Media Summit<\/a> is on Monday in New York.<\/p>\n<p>\u201cLast year was more about education, and this year is really about trying to take action,\u201d said Maguire. \u201cEven speaking about it with agencies and brands, we just realized how much education was needed. We did a consumer poll that showed that more than 60% of people didn\u2019t even know that the internet generated emissions. And it was pretty much the same with brands.\u201d\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-companies-quiet-about-efforts\">Companies quiet about efforts<\/h2>\n<p>He said an increasing number of brands care about sustainability but are nervous about spotlighting their efforts. They risk being accused of greenwashing if their efforts are superficial. However, there\u2019s also the risk of being called \u201cwoke environmentalists\u201d for doing anything at all.<\/p>\n<p>\u201cIn some circles, ESG is a four-letter word now,\u201d he said.<\/p>\n<p>On the plus side, sales of products marketed as sustainable grew more than twice as fast as products not marketed as sustainable and achieved a 5-YR CAGR of 9.43% vs. 4.98% for its conventional counterparts, according to<a rel=\"nofollow noopener\" href=\"https:\/\/www.stern.nyu.edu\/experience-stern\/about\/departments-centers-initiatives\/centers-of-research\/center-sustainable-business\/research\/csb-sustainable-market-share-index#:~:text=Products%20marketed%20as%20sustainable%20now,YR%20CAGR%20of%209.43%25%20vs.\" target=\"_blank\"> a study<\/a> by NYU\u2019s Stern School of Business.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/how-to-talk-to-consumers-about-climate-change\/\" target=\"_blank\"><strong><em>How to talk to consumers about climate change<\/em><\/strong><\/a><\/p>\n<p>While looming environmental catastrophe can be a powerful motivator for brands, there\u2019s an a-political counter-force that can stop them from changing: Corporate inertia.\u00a0<\/p>\n<p>\u201cThe hardest part is some of the older companies are set in their ways and they either don\u2019t want to disrupt it or it\u2019s trying to change course on a fast-moving oil tanker or whatever analogy you want to use,\u201d said Maguire. \u201cIt\u2019s a big work.\u201d<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/how-advertisers-can-take-the-lead-in-reducing-carbon-emissions\/\" target=\"_blank\"><strong><em>How advertisers can take the lead in reducing carbon emissions<\/em><\/strong><\/a><\/p>\n<p>So at this year\u2019s conference, all the speakers and panelists are being asked to focus on coming up with actionable ideas to drive change in the company and the industry overall.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-make-marketing-more-effective\">Make marketing more effective<\/h2>\n<p>This means looking beyond the digital part of advertising to the entire life cycle of their development. What can be done to cut down on the resources used for everything from ad production to delivery, media distribution and where and how they are run.\u00a0<\/p>\n<p>Doing this not only saves money but also makes the advertising more effective.\u00a0<\/p>\n<p>Media properties with the biggest carbon footprint are typically fraud, click-bait or offer low-value inventory, according to Scope3\u2019s <a rel=\"nofollow\" href=\"https:\/\/scope3.com\/news\/the-state-of-sustainable-advertising-december-2023\">State of Sustainability Report<\/a>. These sites make up 10% of the domains in the five countries studied by the report \u2014 the U.S., U.K., France, Germany and Australia, contribute 33,500 metric tons of carbon dioxide equivalent (CO2e) greenhouse gasses per month. That\u2019s equal to driving a car 86,000,000 miles or 3,449 times around the earth. Between January 2020 and May 2022, $115 million was spent on advertising on these sites.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/bad-digital-ad-spending-can-harm-the-environment\/\" target=\"_blank\"><strong><em>\u2018Bad\u2019 digital ad spending can harm the environment<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-ai-and-the-environment\">AI and the environment<\/h2>\n<p>Maybe the only thing bigger than the upside of AI is the amount of resources it uses. By 2027 the <a rel=\"nofollow noopener\" href=\"https:\/\/www.cell.com\/joule\/fulltext\/S2542-4351(23)00365-3\" target=\"_blank\">AI sector could consume<\/a> between 85 to 134 terawatt hours of electricity annually \u2014 that\u2019s about the same as the annual energy demand of the Netherlands. It also uses millions of gallons of water to cool the servers needed to train and operate it. This has Maguire understandably worried.<\/p>\n<p>\u201cI think some of the progress we\u2019ve made even in the last couple of years could be completely wiped out by AI and how much energy is required for that,\u201d he said.<\/p>\n<p>Like everyone who keeps up on environmental news, Maguire knows how dire our current situation is. He also knows that makes it more important than ever to take action now.<\/p>\n<p>\u201cIt\u2019s easy to be really pessimistic about it because we\u2019re speeding towards that two-degree increase in temperature and a lot of things can\u2019t be reversed,\u201d he said. \u201cBut we still have this necessity to do as much as possible in every industry, every company has this responsibility for our future.\u201d<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/adtechs-climate-challenge-can-marketing-cool-the-planet\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Can adtech and marketing do anything to cool down our overheating world? That existential question is the focus of a conference in New York next week. \u201cTwo or three years ago, we as a company learned of the degree digital advertising impacts carbon emissions. The energy it takes to power the internet is more than [&hellip;]<\/p>","protected":false},"author":3,"featured_media":7080,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Can marketing cool the planet? - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/can-marketing-cool-the-planet\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can marketing cool the planet?\" \/>\n<meta property=\"og:description\" content=\"Can adtech and marketing do anything to cool down our overheating world? 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