CANNES – The advertising industry is in the early stages of working to reduce greenhouse gas emissions from marketing activities. This process includes an analysis of supply chains and classifying activities into three areas:

  • Scope 1 covers direct emissions from a company’s own or controlled sources, such as fuel burning, waste processing or equipment leaks.
  • Scope 2 emissions are the indirect emissions from the energy purchased and used by a company, such as heating, ventilation, air conditioning and electricity.
  • Scope 3 emissions are the indirect emissions from a company’s value chain such as ad-tech vendors, waste disposal and transportation.

“WPP has committed to reduce our Scope 1 and 2 emissions by 84% by 2025,” Ollie Joyce, global chief transformative officer at WPP’s Mindshare, said in this interview with Beet.TV contributor Tameka Kee, “but the majority of our emissions, like most companies, sit in Scope 3.”

More than half of those Scope 3 emissions are in the media supply chain, making collaboration with suppliers and vendors an important part of decarbonization.

“There will be bigger losers and huge losers, but we have to get this right, and we have to get this right across the industry,” Joyce said. “What started as a competitive initiative, we’ve realized that actually, this is going to be much more successful if we have common standards across the industry.”

You’re watching coverage of the Sustainability & Responsible Marketing Summit at Cannes Lions 2023, presented by Adlook & Sharethrough. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.