Media Decarbonisation Will Soon Be a ‘Commercial Imperative’
Media’s carbon footprint is larger than most marketers might expect, and it’s an issue they will have to address sooner rather than later.
Why it matters
Media-based decarbonisation is going to become a hygiene factor as questions are asked about the advertising industry’s energy use as well as the behaviours it drives. “If you want to prioritise having a career in marketing and advertising in the next six years, you have to get your head around sustainability because it is going to change our industry,” said EssenceMediacom’s Laura Wade, speaking at Advertising Week Europe.