Senior Marketing Manager and copywriter for Articulate Marketing. Specialist in writing about writing, marketing, strategy, technology and geekery. Writer of puns and the words between puns. They say talking to yourself is the first sign of content marketing. Expert parenthesis user (so it is said).
The B2B Brand Differentiator
Is your business brand more milquetoast or marketing genius? Bland or bold? Try our Differentiator to find out!
During 2020’s lockdown, the overall carbon emissions from commuting fell to around 30 percent of what they’d been beforehand.
The daily commute is a major contributor to emissions. We definitely recommend offsetting this for each employee if remote working isn’t an option. But Marketing also has to commute to meetings, events, conferences... these trips add up. And there’s no grey area here — the business is responsible for all that CO2. Try a carbon offsetting service like Climate Care.
3. Use laptops
Match the device to the job-to-be-done. Laptop computers consume up to 80 percent less electricity than desktop computers. Other than heavy-duty graphic designers and developers, most members of your marketing department won’t need a desktop for tasks like writing and publishing content.
Bonus tip: Source hardware from a green IT supplier like HTG.
Suffice it to say, the less you print, the fewer trees need to be cut down. And trees are vital to keeping global warming under control. So keep things digital, and store them in the cloud. Microsoft’s cloud storage is a great option. Microsoft is carbon neutral and aims to remove from the environment all the carbon the company has ever emitted by 2050.
DIY is an option, too. You may not think much about it, but optimising your website page speed, user experience and even fonts will make it more energy efficient. In fact, you can take the direct approach and offset your website’s carbon by planting trees or engaging third-party developers who can include carbon offsetting in your bill.
6. Aim for Net Zero Ads
WPP, the world's largest advertising company, found that 55 percent of its emissions came from the ad distribution media it uses for clients. For comparison, their office accounted for 1.7 percent.
The power required to serve programmatic digital adverts to thousands of users — which are bid for in an automated auction-based system by hundreds of competitors — is huge. So, if you want to run an ad campaign on LinkedIn, you better consider its environmental impact. Set aside budget to offset your adverts, use careful targeting to avoid waste and work with ad agencies that have signed up for the UK Advertising Association’s Ad Net Zero policy.
Dedicate at least one of your quarterly marketing objectives to sustainability. Just as you might put ‘Get 20 percent more leads’ on your to-do list, put ‘Offset all carbon emissions’ on there, too. Then, implement metrics to measure progress to that goal.
You could even formalise this further, such as by proactively implementing a Climate Action Plan for Marketing. Your boss will thank you for your initiative, trust us.
8. Use climate-aware third-party suppliers
Suppliers are included in your Scope 3 emissions, including inbound marketing, social media, press and ad agencies.
Take the time to choose your suppliers wisely. Look at their sustainability pages on their websites and see where they are on the journey to Net Zero. Work with people whose values align with your own, not the ones that offer the biggest discount or turn up with the flashiest PowerPoint.
Although this activity won’t directly contribute to Net Zero for your organisation, it makes a difference if you can spread the word to your audience. Your clients and prospects are probably in the same boat as you and would appreciate your perspective. For example, if you provide cloud migration services then you can talk about how cloud hosting is more sustainable than on-prem.
Use your platforms to spread awareness. And share your journey (and this article) with #NetGoodMarketing.