Representing 50% of global GDP, Race to Zero members include WPP, Dentsu, IPG, Havas (London) and Publicis. Race to Zero is the largest-ever alliance committed to achieving net zero carbon emissions by 2050 at the latest. In June this year, the concept was adopted as Leadership Practice by the UNFCCC Race to Zero for its member organizations. The concept is currently gaining global traction as a tool for driving awareness of the impact of advertising on the acceleration of the climate emergency. Last year, at Cop26 in Glasgow, Purpose Disruptors launched its landmark report, which revealed that the advertised emissions from the UK advertising industry added more than 186m metric tons of CO2 to our atmosphere in 2019 – the equivalent of adding an extra 28% to the annual carbon footprint of every single person in the country. The methodology is based on ‘financed emissions’ – a system utilized by the finance industry to measure the full impact of its investments. Advertised emissions are defined as the uplift in greenhouse gas (GHG) emissions that result from the increase in sales generated by advertising.
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