Car and airline adverts helped produce something like 200-600 million…

car-and-airline-adverts-helped-produce-something-like-200-600-million…

Car and airline adverts helped produce something like 200-600 million…

Car and airline adverts helped produce something like 200-600 million tonnes CO2 per year due to increased sales
2022-02-24 12:00:00
New research by Greenpeace and the New Weather Institute reveals the extent of the climate impacts from cars and airline adverts.  Of course, advertising increases demand and therefore carries a climate and ecological impact associated with the greater purchase and use of the advertised products. The research has tried to work out the amount of money companies make from the higher sales, against the extra carbon produced. A report by the Purpose Disruptors group, ‘Advertised Emissions: the carbon emissions generated by UK advertising’, used a similar reasoning to measure the CO2 emissions (estimated at 186 million tonnes CO2 equivalent for 2019) associated with the increased spend driven by advertising activities in the UK.  They say at a global level, car advertising could be responsible for some 570 million tonnes of CO2 (ie. 27 million tonnes higher than Australia’s entire GHG emissions in 2019). Airline advertising globally, which has a lower climate impact than car ads, may be associated with about 34 million tonnes of CO2 – a bit less than all UK annual aviation emissions, pre-Covid. .Tweet   NEW REPORT: ADVERTISING CLIMATE CHAOS – MEASURING THE CO2 EMISSIONS ASSOCIATED WITH ADVERTS FOR CARS & AIRLINES New research by Greenpeace and the New Weather Institute http://www.greenpeace.se/carbon-in-ads reveals the extent of the climate impacts from cars and airline adverts by giving a global and European estimate on their contribution to CO2 emissions. Quantifying the impact, assessing the damage More on more research is demonstrating the common-sense understanding that advertising a product increases its demand.  At Badvertising, we have evidenced this link in two reports using statistical analysis – one looking at the advertising for tobacco and beef products, the second focusing on adverts for SUV vehicles. The findings all point to one conclusion: advertising drives demand and therefore carries a climate and ecological impact associated with the consumption of these products. What has so far been missing is a clear estimate of how much advertising contributes to fuelling the climate crisis. The advertising insiders at Purpose Disruptors have attempted to fill this gap by proposing a metric to quantify the CO2 impacts of adverts via a ‘Return on Carbon’ (ROCO²) – modelled on the common financial Return On Investment (ROI)- which would measure the revenue per amount of carbon emitted in the project (calculated as ‘Incremental revenue from advertising’/’Uplift in greenhouse gas emissions driven by advertising’ = ‘Revenue per ton of CO2’). The group’s latest report ‘Advertised Emissions: the carbon emissions generated by UK advertising’ used a similar reasoning to measure the CO2 emissions (estimated at 186 million tonnes CO2 equivalent for 2019) associated with the increased spend driven by advertising activities in the UK. The latest research released by Greenpeace and the New Weather Institute substantiates those previous efforts by putting a figure on the estimated carbon emissions generated by advertising for some of the most damaging products – namely cars and airlines. Based on publicly available data on greenhouse gas emissions, advertising spend and a few selected typical ratios for the returns on advertising spend (ROAS), the study finds that globally car and airline advertising in 2019 could account for adding up between 202-606 million tonnes of greenhouse gas emissions (CO2 equivalent) – or the equivalent to the entire GHG emissions of the Netherlands to about twice that of Spain’s total emissions for 2019. For adverts aired in Europe alone, the largest estimate amounts to a whopping 122 MtCO2e of emissions, more than Belgium’s total GHG emissions in 2019. Image: British Airways promoting climate-damaging air travel with the caption: “There’s no time li

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