Because they are energy intensive, media play a key role in the fight against climate change. The good news is that combining environmental responsibility with performance optimization is a fully achievable goal. Learn more about the essential levers for creating more sustainable media strategies.

The need for more sustainable media strategies

Given the climate issues we are currently facing, the media industry is at a crucial turning point. With a carbon footprint that’s larger than that of the civil aviation industry and energy consumption that increases by 10 percent every year, the industry is creating pollution through its use of massive data centres that operate non-stop, highly energy-intensive servers, and exponentially developing technologies such as artificial intelligence¹.

Every impression is based on existing infrastructure that mobilizes huge amounts of resources, often produced by fossil fuels. Increased production and use of digital devices, such as smart phones and computers, are also enlarging this footprint. The digital industry needs to act quickly to reduce its impact.

In this context, sustainable marketing is an essential solution. It’s no longer about merely reducing emissions, but also adopting specific, strategic practices to combine environmental responsibility with marketing performance.

Levers for sustainable strategies

Here are four suggested levers for launching a sustainable process and designing campaigns that are both effective and respectful of our planet.

1. Choose less energy-intensive channels during the strategic planning phase

Not all platforms and advertising formats have the same environmental impact, which makes media planning an essential lever for creating more sustainable campaigns.

Good strategy starts with responding to existing demand, rather than generating additional demand. That means maximizing opportunities in search by targeting clear intentions before widening your target to less engaged audiences. This approach not only reduces environmental impact, but also optimizes investment efficiency.

Media selection is just as crucial. As opposed to GAFAM², which often rely on energy-intensive infrastructure, local media generally represent a leaner, more responsible alternative. Collaborating with these entities lets you not only limit your carbon footprint, but also fulfill consumers’ increasing desire for transparency and to support local organizations.

Lastly, not all impressions are equivalent in terms of their carbon emissions. A video impression is about twice as energy-intensive as an impression from a web banner. Differences in impact are also notable depending on the device used: A desktop computer consumes approximately 70 times more CO₂ than a mobile device. By combining these strategic options, reconciling performance with environmental responsibility is made possible³.

2. Optimize websites: Reducing impact while improving user experience

A poorly optimized website can consume a lot of energy, particularly when it sends excessive server requests and unnecessarily transfers data. A well-optimized site lets you not only reduce your energy consumption, but also offer a more seamless and satisfying user experience. Compressing images, reducing unnecessary scripts, and employing green web hosting are all leaner, more efficient practices for limiting energy consumption.

To evaluate and track the environmental impacts of their sites, companies can employ tools such as EcoIndex, EcoFriendlyWeb, or Website Carbon Calculator, amongst others. These resources provide detailed analyses which help identify areas for improvement.

By integrating the optimizations, advertisers ensure they not only reduce their carbon footprint, but also respond to user expectations in terms of speed and the seamlessness of their experience.

3. Support committed partners: Collaboration for sustainable impact

Collaborating with organizations that share the same values is essential for sharing resources and amplifying the impact of sustainable initiatives. The first step involves giving preference to partnerships with platforms that are local or created by businesses which certifications for environmental responsibility, thereby strengthening the alignment of campaigns with overall sustainability goals.

In 2024, La Presse connected its advertising data to a tool called Scope3 Media Reporting, an advanced tool that facilitates a precise analysis of emissions related to advertising campaigns. The initiative allowed adviso to analyze the carbon footprint of its campaigns on La Presse. This marks a real turning point for ad campaigns, proving that it is possible to integrate environmentally respectful practices while maintaining campaign effectiveness.

In addition, our partnership with the RBC Financial Group’s Chair of E-commerce at HEC Montréal enabled the development of personalized tools to help our clients evaluate their own environmental impact according to ESG criteria. Such concrete deliverables demonstrate that measuring and improving your environmental footprint is a process that’s not only feasible, but strategic.

The above examples demonstrate that by collaborating with committed partners, it’s possible to innovate, strengthen your credibility, and actively contribute to a more sustainable future.

4. Optimize with measurement: The foundations of sustainable strategy

You can’t improve what you don’t measure. For a sustainable media strategy, measurement is a fundamental step towards evaluating the impact of campaigns and identifying avenues for improvement.

Thanks to high-performance tracking tools, such as carbon footprint calculators for advertising and platforms such as Fruggr and Scope3, you can precisely quantify the emissions generated at each stage of a campaign. These solutions provide a full analysis of digital impact and let you adjust your strategic choices in real time by opting for more frugal options in terms of energy use.

But measurement doesn’t end with analysis. It needs to be accompanied by regular monitoring to guarantee continuous improvement. By integrating environmental calculators into campaign key performance indicators (KPIs), advertisers can not only reduce their carbon footprint, but also demonstrate their commitment to stakeholders.

Conclusion: Reconciling performance with environmental responsibility

Adopting a sustainable media strategy doesn’t mean sacrificing performance. On the contrary, it opens the door to unique strategic opportunities for brands who dare to innovate. By integrating mindful practices, it’s possible to create campaigns that are both effective and respectful of the environment.

Transitioning to more sustainable practices is a step-by-step process, but an essential one. It reflects not only a response to increasing consumer expectations, but also a clear commitment to a future that is more respectful of our planet. Undertaking this transition today allows brands to get a head start in a context in which sustainability has become a requirement for achieving performance and loyalty.

Ready to dive into your transformation process? Our experts in media strategy would be happy to help.