The advertising industry is increasingly serving eco-friendly brands, but what about its own carbon footprint?
Reducing our environmental footprint is an absolute necessity. By 2030, Quebec plans to have reduced its emissions by 38% of the 1990 levels in order to achieve carbon neutrality by 2050. To reach these objectives, all industries need to do their part. While the advertising and media sector isn’t the biggest polluter, this doesn’t mean it has no responsibility towards limiting its environmental impact.
Source: KAPT, L’impact environnemental des pubs en ligne, ça vous parle?, September 2020
Initial reflections have begun turning into concrete gestures that are only likely to snowball going forward. European media groups have integrated the idea of reducing their negative externalities into their processes. These initiatives, put end to end, are likely to lead to a complete overhaul. Everything goes, from reducing waste when producing ads, tracking energy consumption for digital campaigns and the compensation mechanism, and recycling display posters, as well as the selection of local sites for filming instead of travelling to the other end of the world.
Examples of foreign initiatives :
In Quebec, the audio-visual sector reopened in the spring of 2021 with the launch of the On tourne vert initiative. Supported by Quebecor, the project aims to support a green transition on a number of sound stages.