减少碳排放:别人提出的最好的主意是什么?

减少碳排放是广告业的核心目标——包括彩乐园dsn. Many companies (including IAB UK) are Ad Net Zero supporters and have pledged to achieve net zero by 2030. Achieving this means embracing each other’s ideas, learning from one another and working together like never before. At the IAB, 我们最近为我们的成员推出了环境可持续性常见问题解答，以帮助提高这一领域的透明度和问责制-您可以找到更多并参与其中 here.

Following COP28, 我们已经邀请了一些已经提交了常见问题解答的公司分享他们从其他公司看到的帮助应对气候变化的最佳想法或倡议. 

An edited version of this article was first published on The Drum. 
 

What’s the best idea or initiative you have seen from another company? 

Co-op’s community fridges

Pamela Stathaki (Head of Sustainability & Social impact, UK & EMEA，电通):“净零转型需要多方利益相关者的合作. Co-op’s community fridges initiative with food waste charity Hubbub, which redistributes surplus food to people in need, is a fantastic example of this. 向净零排放过渡还取决于人类和社会行为的改变. Advertising can change the way people think, feel and act to drive the demand to a sustainable economy. Our industry can make lower carbon products desirable, like second-hand furniture in IKEA's 'Green Friday' campaign, which ultimately helps the consumer, the business and society.”

Clear Channel UK’s Bee Bus Stops

Emma Newman (PubMatic EMEA的CRO):“我喜欢Clear Channel UK与 their的合作 Bee Bus Stop initiative.  This ticks a number of boxes for me, 通过支持我们这个星球上最重要的生物之一——不起眼的蜜蜂，使城市变得更加可持续和环保.” 

Heineken’s work stands out 

Lauren White (Director, Client Partnerships, VDX.电视):“喜力在全球可持续发展方面的努力令人鼓舞，取得了令人鼓舞的成绩 18% reduction in Scope 1 and Scope 2 GHG emissions since 2018. Their strategy employs a multifaceted approach that includes 130 renewable energy projects, dynamic creative optimizations, 他们还宣称拥有世界上最大的五个现场太阳能啤酒厂，以及农业和原料采购方面的进步.”

Amazon’s carbon reduction initiatives are colossal

Chris Scott (Managing Director ‑ Media, FOCUS Agency Group):“亚马逊在减少碳排放方面的全球举措是巨大的. 这包括投资风能和太阳能发电能力，相当于为所有Echo供电, Fire TV, and Ring devices globally by 2025, 强调他们在整个产品生命周期中对可持续发展的承诺. Their accelerated timeline to power all operations, including advertising, 到2025年实现100%可再生能源的目标——比最初的目标提前了五年——进一步表明了他们的决心.”

BBC World’s commitment is unabating

Laura McNally (Marketing Director, 汽车贸易商):“BBC世界报道气候变化的承诺有增无减，他们的广播展示了对地球的诚信和热情. 他们的全球节目“气候问题”深入探讨了对气候问题的各种看法, 促进理解以及世界各地正在采取的应对措施. 他们平衡了硬核调查和现实主义以及我们需要采取行动的希望感.”

Scope 3 = an effective route to carbon reduction 

Milica Lukic (Account Director & UK ESG Champion, Adform): “Scope3’s emissions analytics are very impressive. Its carbon tracking tool, which has been integrated into leading Demand-Side Platforms, enables users to measure their advertising footprint across media. 这创造了一个有效的碳减排途径，允许媒体策划者进行审查, 直接在DSP内计划和优化他们的活动-确保在减少排放的同时不降低性能.”

More than a single idea

Marion Cardona (COO & Co-Founder, IMPACT+): “Rather than one single idea, the biggest difference to emissions will come through ongoing, long-term, consistent changes to the way advertisers plan, buy and distribute their digital ad campaigns. There are several ways advertisers can reduce emissions, and only through continuous measurement, 经过长时间的评估和优化，我们将能够认真解决AD土地过大的碳足迹.”
 

贵公司在减少碳排放方面采取的最有趣或最令人惊讶的步骤是什么? 

Utilising renewable energy

Emma Newman (CRO EMEA, PubMatic): “我们对可再生能源的投资对碳足迹的影响让我感到惊讶:根据我们的研究结果 inaugural Scope 1, 2 and 3 measurement initiative (与51 to Carbon Zero合作)在我们的数据中心使用可再生能源，使我们的单位FTE碳强度降至零.69 tCO2e, compared to an industry average of 3.4.”

Accelerating electric cars 

Chris Scott (Managing Director ‑ Media, FOCUS Agency Group): “今年标志着我们公司的大多数汽车(75%以上)是电动或混合动力汽车的第一年. 根据运输公司的数据，混合动力汽车的二氧化碳排放量减少了15% & 根据法国电力公司(EDF energy)的数据，环境简报和17%-30%的电动汽车. 这项重大投资将汽车出行产生的二氧化碳排放量减少了约20%.”

Improving accountability across the business

Pamela Stathaki (Head of Sustainability & Social Impact, UK & EMEA, dentsu): “In 2022, 电通将其高管激励目标和5亿英镑的企业融资与相关的ESG目标挂钩, driving accelerated investment and action in decarbonisation. 这不仅提高了整个企业的问责制，还鼓励团队探索减少排放的创新方法, but also resulted in a 52.8% reduction of Scope 1 and 2 absolute carbon emissions across Dentsu Group in 2022.” 

Priortising the planet & performance

Marion Cardona (COO & Co-Founder, IMPACT+): “Education is key to advertisers reaching their sustainability targets. Digital marketers are not climate scientists, and tracking emissions is a relatively new campaign consideration. To help, we recently launched a whitepaper that shares best practice. Our new Environmental Sustainability Platform 也为广告商提供了他们需要评估和减少温室气体排放的见解，而不必选择地球而不是绩效.”

Focusing on attention metrics

Lauren White (Director, Client Partnerships, VDX.tv): “VDX.tv has focused efforts on optimising content from the outset of a campaign. 我们已经取得了进步，利用创造性的重量优化和使用工具和合作伙伴, such Neurons and Scope3, 执行强调增加关注指标的活动测试. By doing so, it's possible to eliminate ineffective impressions, leading to more efficient advertising and organisational practices.”

Environmental mindfulness education

Milica Lukic (Account Director & UK ESG Champion, Adform): “我们的可持续发展冠军团队定期开会，讨论我们如何衡量排放数据，以及可以做出哪些改变来积极影响这一点. Our achievements include understanding how many tons of recycling we produce, introducing a food waste bin, and educating the team on environmental mindfulness. For example, ensuring we replace flights with trains wherever possible.”

A carbon literacy toolkit

Laura McNally (Marketing Director, Auto Trader): “我们正在帮助我们的员工了解他们自己的碳影响，并承诺通过碳扫盲项目提供的培训做出改变, in which we have achieved Platinum level literacy status. 我们资助了汽车行业碳素养工具包的创建, which has been completed by 2,176 automotive professionals, and we’re also shortly launching a technology sector toolkit.”