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marketing management consultantsmarketing management consultants
The Challenges for Marketers in a Carbon
Constrained Future
Christopher Sewell
TrinityP3

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What we will discuss today
• Crisis? What crisis?
• Who’s responsible anyway and who’s taking action
• Current Challenges for Marketers
• Carbon impact by Media channel.
• Benefits for marketers
• Summary

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A Carbon Constrained Future

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$USD 600 billion
eMarketer 2015 top 6 countries
Paper making – 75 billion kwh
Data centres & Servers – 61 billion kwh
US Energy Information Administration

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300 million tonnes p.a.
230,000,000 average fuel efficient cars

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Committed Leadership on Climate Action

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Who is responsible for the carbon
emissions caused by the addition of
the advertising?

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Print – Brochure, Leaflets, Direct Mail, OOH
Newspapers & Magazine
Radio, Cinema & Television
Online & the InternetOnline & the Internet

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The bad news about paper
Carbon footprint of the Daily Mirror
Grams of CO2 per final newspaper sold

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Sixth largest commercial use of electricity
Over 10% of total
Total internet users over 7,250,000,000
Growth between 2000-15 is over 800%

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BUYING EFFICIENCY Media
•
•

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Reaching one million grocery buyers

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Walker’s Case study
Produced by The Carbon Trust

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Case Study One
Company: Major international Company. FMCG
Issue: This Company was claiming to have measured then offset
all the carbon emissions in the production and distribution of a
new ‘Green’ product.
Challenging Problem: Under the watchful eye of the ACCC
(Australia’s consumer watchdog) there was a need to ensure all
aspects of the product had been measured including the
advertising.
TrinityP3 Solution: We were able to assist by using our cost
effective CO2counter measurement and assessment
methodology and calculators to supply carbon emissions readings
in all marketing channels.

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Case Study One
Process: We carried out a review of the media and production
buy and applied the appropriate carbon readings and reports. An
independent auditor who was helping the client comply with strict
guidelines oversaw this.
Timeline: The carbon assessments for both the production and
media buy where completed within 48 hours.
Result and feedback: TrinityP3’s unique carbon measurement
system enabled the client to be able to comply with the legislative
requirements in a cost effective and timely manner.

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Case Study Two
Company: Local Council. Government
Issue: Environmental Legislation was demanding that all
departments fully understand their carbon emissions. This
included the marketing spend.
Challenging Problem: With all other business divisions being
able to measure their carbon footprint marketing were required to
gain an understanding of their external advertising spend.
TrinityP3 Solution: We were able to assist marketing by using
our cost effective CO2counter measurement and assessment
methodology and calculators to supply carbon emissions in all
marketing channels.

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Case Study Two
Process: We carried out a year’s review of the media buy and
applied the appropriate carbon readings and reports.
Timeline: The carbon assessments where completed for each
separate marketing campaign within 5 days.
Result and feedback: This was only the first part of the process.
The historic carbon benchmark now enables marketing to set
carbon reduction targets for the future years.TrinityP3 worked with
both the internal marketing department and their media and
agency partners to understand and then adjust the carbon
footprint while at the same time not adversely affecting the
business strategy. Reducing waste saves money.

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Case Study Three
Company: US Pharmaceutical
Issue: Looking for sustainable leadership in marketing.
Challenging Problem: How to demonstrate that using targeted
direct marketing via email is environmentally friendlier than
traditional mail.
TrinityP3 Solution: We were able to assist by using
measurement and assessment methodology and calculators to
supply carbon emissions readings in their various marketing
channels.

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Case Study Three
Process: We applied the appropriate carbon readings for both
their commercial printing items and the email marketing campaign.
Timeline: The carbon assessments where completed within 48
hours.
Result and feedback: TrinityP3’s unique independent
CO2counter carbon measurement system has given the client
confirmation, with 3rd
party validation, that their environmental
claim is valid enabling them to promote this campaign internally as
well as enter into sustainability awards.

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CO2counter
• The CO2counter enables both historic and
predictive measurement to be supplied in a cost
effective way. This allows carbon to be used as
another decision driver in the media planning
process of marketing communications.
• This knowledge will lead to carbon reduction
planning.
• Reductions in carbon in marketing spending are
lock-in-step with waste reduction & targeting.
• That means better-targeted messages to the right
audience.

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CO2counter
“I know that half of my advertising budget is
wasted,
but I’m not sure which half.” Attributed to John
Wanamaker
• By focusing on the environmental aspects of
advertising you could improve this percentage.
• You are specialists that deliver well-planned
strategies and cost effective ROI for business.
With the CO2counter’s independent carbon
measurement system both strategic and carbon
reduction strategies can be implemented in a
consistent and effective manner.

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Benefits
Brand Image and Reputation
•This is the least tangible benefit. It is also the main reason why businesses
have a sustainability programme. While a brand’s value does loom large on
multinationals balance sheets, it is not until the company’s behavior is less than
perfect that this is brought to light. The value placed on a brand is especially at
risk for companies that are claiming the sustainability high ground.
Keeping the Staff Happy
•Like attracts like and this is never truer for companies that have a working
sustainability policy in place. With recruitment costs continuing to rise having a
reason to join and stay, especially when dealing with the younger more
environmentally savvy workforce, requires a clear and well-communicated
sustainability mandate can help reduce this business expense.

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Benefits
Standing out from the Crowd
•Linking a genuine sustainability programme helps win and retain clients and
customers. Having a carbon measurement, reduction and offsetting programme
in place puts ‘meat on the bone’ when answering the CSR sections of formal
contracts and informed customers. It also gives the sales & marketing teams
another reason for their customers to buy when speaking to like-minded
companies.
Philanthropy and Future Proofing
•An area that is difficult to quantify. Then again by it’s very nature it does not
need justification. Believing that helping the environment is the right thing to do
and having an expense item for voluntary offsets does set a high sustainability
pass mark.

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Summary
• Business needs to grab the reins in the environmental area to
ensure long-term survival.
• Corporates that wish to be competitive in 10-15 years time have
to have a robust sustainability plan. That includes bringing their
long-term business partners along with them.
• The longer one procrastinates the higher the cost to play catch
up becomes.

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TrinityP3 Webinar Series
November 25: Super charge your agency with incentive
based remuneration
For more information go to:
http://www.trinityp3.com/product-category/webinars/

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For more information contact:
TrinityP3 Pty Ltd
Sydney
+612 9964 9900
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
Trinityp3.com/blog/
@TrinityP3
TrinityP3
TrinityP3.StrategicMarketingConsultants