Whistl Zeroing in on Carbon Emmissions

Ad Net Zero is a new advertising industry initiative aimed at reducing the carbon impact of developing, producing, and running UK advertising to net zero by 2030. The launch of this not-for-profit initiative, led by The Advertising Association, was marked by the publication of a report on the action plan.

With extensive interest in door-drop media and direct mail, Whistl supports the scheme and is keen to have a say. Mark Davies, Managing Director of Whistl Doordrop Media of our Advertising division, is featured in the report, saying: ‘I’m wary that negative and ill-informed perceptions of print media can impact its attractiveness to marketers. I’m keen to dispel any myths, including the perception that digital media is ‘cleaner’ than print media, when it must be remembered that the e-waste problem is significant and growing. In 2016 alone, 44.7 million tonnes of e-waste were generated globally.’

Whilst the report does highlight that reducing print can help, it notes that print waste accounts for less than 1% of agencies' carbon footprint. Notably, 58% of the advertising industry's CO2e emissions are estimated to be generated by business travel, mainly flights.

Mark had more to say following the publication of the report.

"This report's release recognises that advertising's environmental impacts can no longer go unaddressed. I acknowledge the effect wasted print media can have. Still, through precision targeting, judicious design feedback and reliable distribution, Whistl minimises direct marketing waste with well-planned, eco-friendly print campaigns."