Stat: How advertising is adding to Britons’ carbon footprint

UK – Advertising climate network Purpose Disruptors’ latest report, published in the backdrop of COP27, looks at how adverts are adding to Britons’ carbon footprint.

The Temperature Check 2022 reveals the heavy environmental cost incurred by the advertising industry. The study quantifies ‘advertised emissions’, defined as emissions resulting from the increase in sales generated by advertising, and noted an 11% increase between 2019 and 2022.

Purpose Disruptors hopes that the findings will act as an incentive for the industry to renew its commitment to sustainability goals, both on the production side and in terms of the content of ads – and calls on advertisers to encourage mindful consumption over blind consumerism.

‘This year’s report makes it all the more important for advertisers to sit up and take notice. It’s very much business as usual at the moment, and rather than being on track for the 50% reduction we need by 2030, advertised emissions are at record highs,’ says Dr Grace Kite, economist and founder of Magic Numbers.

Where governments are failing to enact change, industry insiders – like designers tackling the climate crisis – can take the lead and act as change-makers.