2022计算碳排放 美国营销人员如何应对阿德兰地区的气候危机（英文版）--Good Loop.pdf免费下载

GOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIACOUNTINGCARBON:HOWU.S.MARKETERSARETACKLINGADLAND'SCLIMATECRISISAUGUST2022GOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIATAKINGTHETEMPERATUREOFADLAND'SCARBONPROBLEMToputitintocontext,theinternetrepresentsalmost4%ofglobalemissions,andisontracktodoubleby2025(source:BBC)—aheftychunkofwhichiscausedbydigitaladvertising.Atypicalonlineadcampaignemits5.4tonsofcarbon(source:Good-Loop)—aroundathirdofwhataU.S.consumergenerateseveryyear(source:Good-Loop),while1MvideoimpressionshasthesamecarbonfootprintassomeoneflyingfromBostontoLondonandback(source:Scope3).Onlineadvertisinghasacarbonproblem.Asthedigitaladecosystemhasbecomemorecomplexandfragmented–fuelledprimarilybytheenergyrequiredtosupporttheriseinprogrammaticadvertising–thenegativeimpactithasontheenvironmenthasalsoincreased.2Asasignificantdrivingforcewithintheglobaleconomy,andanimportantpointofinfluenceandengagementforthepublic,theadvertisingindustrycanplayakeypartinsupportingthechargetoanetcarbonzerofuture.Inordertobetterunderstandmarketers’perceptionsoftheimpactdigitaladvertisinghasontheenvironmentandtheactionsbeingtakentoreducecarbonemissions,Good-Loopconductedasurveyofmorethan400digitalmarketersintheU.S.andU.K.,mainlyfrommediaagenciesandbrands.Thisreportrevealshowbrandsandagenciesaretacklingtheproblem,thechallengesfacedandplansforfutureaction.GOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIAGOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIA3Sevenin10(69%)U.S.brandmarketersandmorethanhalf(54%)ofagencymarketersbelievetherearenotenougheducation/trainingprogramsonsustainablemediaNineinevery10(87%)U.S.marketersbelievethedigitaladvertisingindustryhasaresponsibilitytoreducecarbonemissions56%ofU.S.agencymarketersand46%ofbrandmarketersbelieve“sustainabilityismoreimportantthanthecostofmedia”51%ofU.S.marketerssaytheirorganizationplanstoreachnetzeroindigitaladvertisingatsomepointinthefuturebutonly24%havebeensettargetsKEYU.S.FINDINGS76%ofU.S.marketersbelievethedigitaladvertisingindustryneedstodomoretohelpreducecarbonemissionsAlmosttwo-thirds(61%)ofU.S.marketerssaythey’retrackingthecarbonemissionsgeneratedbytheirdigitaladvertisingcampaignsGOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIAThereisanearuniversalunderstandingthatmarketersneedtotakeactiontoimprovethesustainabilityoftheircampaigns.Nineinevery10(87%)ofU.S.marketersagreethatthedigitaladvertisingindustryhasaresponsibilitytoreducecarbonemissions.Thereisalsoadesiretodomore,withthree-quarters(76%)ofbrandandagencymarketerssupportingtheviewtheindustryneedstodomoretoreducecarbonemissions.Thisshowsthatwhileunderstandingthecarboncostofdigitaladvertisingisarelativelynewconcept,marketersunderstandtheimportanceoftheissueathand.4MARKETERSKNOWTHEYNEEDTODOMORETOREDUCECARBONEMISSIONS76%ofU.S.marketerssaythedigitaladvertisingindustryneedstodomoretohelpreducecarbonemissionsGOOD-LOOP’S‘COUNTINGCARBON’STUDY,AUGUST2022.|WWW.GOOD-LOOP.COM/GREENMEDIAWhenlookingatwhymarketersbelieveitisimportanttoreducecarbonemissions,thereisawidespreadbelief(53%ofrespondents)that“weallhaveacriticalroletoplayinreducingcarbonemissionsandfightingclimatechange”.WHYDOMARKETERSFEELITISIMPORTANTTOREDUCETHEIRCARBONEMISSIONS5Infact,56%o...