360 Agency Berlin Sustainable advertising

Last updated

Sustainable advertising addresses the carbon footprint and other negative environmental and social impacts associated with the production and distribution of advertising materials. A growing number of companies are making a commitment to the reduction of their environmental impact associated with advertising production and distribution.

Contents

Advertising's environmental impact

Print advertising impacts the environment due to the carbon dioxide emitted into the atmosphere as a result of the production and distribution of print media. Factors include the sourcing and production of paper, petroleum-based ink, solvents, plastics and adhesives used and the fossil fuels burned in the manufacturing and distribution of newspapers and magazines. Digital media has impacts due to the greenhouse gas emissions associated with the manufacturing and operation of servers and datacenter devices, networking devices and client computers as well as the e-waste impacts of these devices at the end of their useful lives.

In 2004, over 7 billion metrics tons of carbon dioxide equivalent greenhouse gases associated with print media advertising were emitted into the atmosphere by the United States. [1] In 2005 U.S. advertisers spent over $65 billion on print media advertising and created over 250,000 ad pages. [2] A single ad page run in a popular consumer magazine can represent as much as seven tons of carbon dioxide emissions when supply chain factors associated with papermaking, printing, logistics and landfill disposal or incineration of post-consumer and unsold media are taken into consideration. According to a recent New York Times article quoting David J. Refkin, director of sustainable development for Time Inc., a single copy of Time magazine results in the emission of .29 pounds of CO2 equivalent greenhouse gasses. [2]

In the US, about 25 million sq.meters or about 10,000 tons of non-biodegradable PVC is directly attributed to outdoor billboards every single year. To put this into context this would cover the equivalent of 16 square miles or the centre of most major urban cities.[ citation needed ]

Corporate involvement

Corporations such as General Electric, Timberland and Wal-Mart are making substantial commitments to developing and marketing sustainable products and business practices. Victoria's Secret has recently agreed to reduce the impact of its catalogues by using recycled papers and stopping using paper from endangered forests. Moxie Sozo is the first graphic design and advertising agency to be carbon-neutral, zero waste and powered by 100 percent renewable energy. [3] However, many corporations take advantage of the sustainable issue by "greenwashing" their products to build a facade that the products are indeed sustainable, when in reality it is only a marketing strategy to gain better public relations. [4] In the case of SunChips, the sustainability campaign was not able to impress the consumers who viewed the new compostable packaging of SunChips as a noisy bag which interfered with their TV viewing experience. The backlash led to the roll-back of the packaging. Perhaps, it was not able to convince the consumers about the environmental benefits of the corn-based bag. [5]

In 2006, jewelry company John Hardy began a pilot bamboo reforestation project on Nusa Penida, a small island off the coast of Bali where the company's workshops are located. The primary object is to sequester carbon dioxide by planting bamboo, a long-lived, rapidly growing woody perennial grass. In order to offset the company's advertising footprint of 451 metric tons of CO2, an area equivalent to four football fields will be planted.

See also

Related Research Articles

Environmental finance is a field within finance that employs market-based environmental policy instruments to improve the ecological impact of investment strategies. The primary objective of environmental finance is to regress the negative impacts of climate change through pricing and trading schemes. The field of environmental finance was established in response to the poor management of economic crises by government bodies globally. Environmental finance aims to reallocate a businesses resources to improve the sustainability of investments whilst also retaining profit margins.

<span class="mw-page-title-main">Carbon footprint</span> Concept to quantify greenhouse gas emissions from activities or products

The carbon footprint (or greenhouse gas footprint) serves as an indicator to compare the total amount of greenhouse gases emitted from an activity, product, company or country. Carbon footprints are usually reported in tons of emissions (CO2-equivalent) per unit of comparison; such as per year, person, kg protein, km travelled and alike. For a product, its carbon footprint includes the emissions for the entire life cycle from the production along the supply chain to its final consumption and disposal. Similarly for an organization, its carbon footprint includes the direct as well as the indirect emissions caused by the organization (called Scope 1, 2 and 3 in the Greenhouse Gas Protocol that is used for carbon accounting of organizations). Several methodologies and online tools exist to calculate the carbon footprint, depending on whether the focus is on a country, organization, product or individual person. For example, the carbon footprint of a product could help consumers decide which product to buy if they want to be climate aware. In the context of climate change mitigation activities, the carbon footprint can help distinguish those economic activities with a high footprint from those with a low footprint. In other words, the carbon footprint concept allows everyone to make comparisons between the climate-relevant impacts of individuals, products, companies, countries. In doing so, it helps to devise strategies and priorities for reducing the carbon footprint.

<span class="mw-page-title-main">Food miles</span> Distance food is transported from production to consumption

Food miles is the distance food is transported from the time of its making until it reaches the consumer. Food miles are one factor used when testing the environmental impact of food, such as the carbon footprint of the food.

<span class="mw-page-title-main">Greenhouse gas emissions</span> Sources and amounts of greenhouse gases emitted to the atmosphere from human activities

Greenhouse gas emissions from human activities strengthen the greenhouse effect, contributing to climate change. Most is carbon dioxide from burning fossil fuels: coal, oil, and natural gas. The largest emitters include coal in China and large oil and gas companies. Human-caused emissions have increased atmospheric carbon dioxide by about 50% over pre-industrial levels. The growing levels of emissions have varied, but have been consistent among all greenhouse gases. Emissions in the 2010s averaged 56 billion tons a year, higher than any decade before. Total cumulative emissions from 1870 to 2017 were 425±20 GtC from fossil fuels and industry, and 180±60 GtC from land use change. Land-use change, such as deforestation, caused about 31% of cumulative emissions over 1870–2017, coal 32%, oil 25%, and gas 10%.

<span class="mw-page-title-main">Greenhouse gas emissions by the United States</span> Climate changing gases from the North American country

The United States produced 5.2 billion metric tons of carbon dioxide equivalent greenhouse gas (GHG) emissions in 2020, the second largest in the world after greenhouse gas emissions by China and among the countries with the highest greenhouse gas emissions per person. In 2019 China is estimated to have emitted 27% of world GHG, followed by the United States with 11%, then India with 6.6%. In total the United States has emitted a quarter of world GHG, more than any other country. Annual emissions are over 15 tons per person and, amongst the top eight emitters, is the highest country by greenhouse gas emissions per person. However, the IEA estimates that the richest decile in the US emits over 55 tonnes of CO2 per capita each year. Because coal-fired power stations are gradually shutting down, in the 2010s emissions from electricity generation fell to second place behind transportation which is now the largest single source. In 2020, 27% of the GHG emissions of the United States were from transportation, 25% from electricity, 24% from industry, 13% from commercial and residential buildings and 11% from agriculture. In 2021, the electric power sector was the second largest source of U.S. greenhouse gas emissions, accounting for 25% of the U.S. total. These greenhouse gas emissions are contributing to climate change in the United States, as well as worldwide.

<span class="mw-page-title-main">Low-carbon diet</span> Diet to reduce greenhouse gas emissions

A low-carbon diet is a diet with low greenhouse gas emissions. Choosing a low carbon diet is one facet of developing sustainable diets which increase the long-term sustainability of humanity.

This is a glossary of environmental science.

<span class="mw-page-title-main">Sustainable packaging</span> Packaging which results in improved sustainability

Sustainable packaging is the development and use of packaging which results in improved sustainability. This involves increased use of life cycle inventory (LCI) and life cycle assessment (LCA) to help guide the use of packaging which reduces the environmental impact and ecological footprint. It includes a look at the whole of the supply chain: from basic function, to marketing, and then through to end of life (LCA) and rebirth. Additionally, an eco-cost to value ratio can be useful The goals are to improve the long term viability and quality of life for humans and the longevity of natural ecosystems. Sustainable packaging must meet the functional and economic needs of the present without compromising the ability of future generations to meet their own needs. Sustainability is not necessarily an end state but is a continuing process of improvement.

<span class="mw-page-title-main">Environmental effects of paper</span> Overview about the environmental effects of the paper production industry

The environmental effects of paper are significant, which has led to changes in industry and behaviour at both business and personal levels. With the use of modern technology such as the printing press and the highly mechanized harvesting of wood, disposable paper became a relatively cheap commodity, which led to a high level of consumption and waste. The rise in global environmental issues such as air and water pollution, climate change, overflowing landfills and clearcutting have all lead to increased government regulations. There is now a trend towards sustainability in the pulp and paper industry as it moves to reduce clear cutting, water use, greenhouse gas emissions, fossil fuel consumption and clean up its influence on local water supplies and air pollution.

<span class="mw-page-title-main">Environmental impact of the energy industry</span>

The environmental impact of the energy industry is significant, as energy and natural resource consumption are closely related. Producing, transporting, or consuming energy all have an environmental impact. Energy has been harnessed by human beings for millennia. Initially it was with the use of fire for light, heat, cooking and for safety, and its use can be traced back at least 1.9 million years. In recent years there has been a trend towards the increased commercialization of various renewable energy sources. Scientific consensus on some of the main human activities that contribute to global warming are considered to be increasing concentrations of greenhouse gases, causing a warming effect, global changes to land surface, such as deforestation, for a warming effect, increasing concentrations of aerosols, mainly for a cooling effect.

<span class="mw-page-title-main">Environmental effects of transport</span>

The environmental effects of transport are significant because transport is a major user of energy, and burns most of the world's petroleum. This creates air pollution, including nitrous oxides and particulates, and is a significant contributor to global warming through emission of carbon dioxide. Within the transport sector, road transport is the largest contributor to global warming.

<span class="mw-page-title-main">Individual action on climate change</span>

Individual action on climate change can include personal choices in many areas, such as diet, travel, household energy use, consumption of goods and services, and family size. Individuals can also engage in local and political advocacy around issues of climate change. People who wish to reduce their carbon footprint, can take "high-impact" actions, such as avoiding frequent flying and petrol fuelled cars, eating mainly a plant-based diet, having fewer children, using clothes and electrical products for longer, and electrifying homes. Avoiding meat and dairy foods has been called "the single biggest way" an individual can reduce their environmental impact. Excessive consumption is more to blame for climate change than population increase. High consumption lifestyles have a greater environmental impact, with the richest 10% of people emitting about half the total lifestyle emissions.

<span class="mw-page-title-main">The long tailpipe</span>

The long tailpipe is an argument stating that usage of electric vehicles does not always result in fewer emissions compared to those from non-electric vehicles. While the argument acknowledges that plug-in electric vehicles operating in all-electric mode have no greenhouse gas emissions from the onboard source of power, it claims that these emissions are shifted from the vehicle tailpipe to the location of the electrical generation plants. From the point of view of a well-to-wheel assessment, the extent of the actual carbon footprint depends on the fuel and technology used for electricity generation, as well as the impact of additional electricity demand on the phase-out of fossil fuel power plants.

<span class="mw-page-title-main">Gas venting</span> Disposal of unwanted methane gas from fossil fuels

Gas venting, more specifically known as natural-gas venting or methane venting, is the intentional and controlled release of gases containing alkane hydrocarbons - predominately methane - into earth's atmosphere. It is a widely used method for disposal of unwanted gases which are produced during the extraction of coal and crude oil. Such gases may lack value when they are not recyclable into the production process, have no export route to consumer markets, or are surplus to near-term demand. In cases where the gases have value to the producer, substantial amounts may also be vented from the equipment used for gas collection, transport, and distribution.

<span class="mw-page-title-main">Greenhouse gas emissions from agriculture</span> Agricultures effects on climate change

Agriculture contributes towards climate change through greenhouse gas emissions and by the conversion of non-agricultural land such as forests into agricultural land. The agriculture, forestry and land use sector contribute between 13% and 21% of global greenhouse gas emissions. Emissions of nitrous oxide, methane make up over half of total greenhouse gas emission from agriculture. Animal husbandry is a major source of greenhouse gas emissions.

Susan Elisabeth Subak is an environmental scientist and author. She has worked for environmental agencies around the world and is known for her work on America's carbon footprint and climate change.

<span class="mw-page-title-main">Greenhouse gas emissions by China</span> Emissions of gases harmful to the climate from China

Greenhouse gas emissions by China are the largest of any country in the world both in production and consumption terms, and stem mainly from coal burning in China, including coal-fired power stations, coal mining, and blast furnaces producing iron and steel. When measuring production-based emissions, China emitted over 14 gigatonnes (Gt) CO2eq of greenhouse gases in 2019, 27% of the world total. When measuring in consumption-based terms, which adds emissions associated with imported goods and extracts those associated with exported goods, China accounts for 13 gigatonnes (Gt) or 25% of global emissions.

Digital ecology is a science about the interdependence of digital systems and the natural environment. This field of study looks at the methods in which digital technologies are changing the way how people interact with the environment, as well as how these technologies affects the environment itself. It is a branch of ecology that promotes green practices to fight digital pollution. Currently the total carbon footprint of the internet, our electronic devices, and supporting elements accounts for about 3.7% of global greenhouse gas emissions.

<span class="mw-page-title-main">Environmental sustainability of vintage fashion</span>

Vintage clothing refers to clothing that is at least 20 years old and can range from high-end designer items to everyday wear. In recent years, the popularity of vintage clothing has grown, as consumers seek unique and sustainable fashion options. Physically the more clothes that are vintage, the more people will buy them. One piece of vintage clothing was bought by actor Johnny Depp in Kentucky, in 2006 for $25,000.

References

  1. "Emissions of Greenhouse Gases in the United States 1998 - Executive Summary". 2000-03-02. Archived from the original on 2 March 2000. Retrieved 2022-07-29.
  2. 1 2 Story, Louise (2006-10-25). "The Hidden Life of Paper and Its Impact on the Environment". The New York Times. ISSN   0362-4331 . Retrieved 2022-07-29.
  3. Archived December 1, 2008, at the Wayback Machine
  4. "Archived copy". Archived from the original on 2020-03-30. Retrieved 2014-10-28.{{cite web}}: CS1 maint: archived copy as title (link)
  5. "Green Marketing Myopia and the SunChips Snacklash". Harvard Business Review. October 26, 2010.