{"id":15349,"date":"2024-06-04T22:00:00","date_gmt":"2024-06-04T20:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv-staging.wpdns.site\/news-and-resources\/increasing-sustainability-one-ad-at-a-time\/"},"modified":"2024-06-04T22:00:00","modified_gmt":"2024-06-04T20:00:00","slug":"increasing-sustainability-one-ad-at-a-time","status":"publish","type":"post","link":"https:\/\/incubeta.com\/mx\/news-and-resources\/increasing-sustainability-one-ad-at-a-time\/","title":{"rendered":"Increasing Sustainability, One Ad at a Time"},"content":{"rendered":"\nThe 2020 Covid-19 pandemic proved to be the catalyst that shifted emphasis from traditional to digital media, causing a surge in digital marketing spend as businesses adapted to online platforms. This focus has not just persisted, it\u2019s expanded, with forecasts predicting a <\/span>significant rise in digital ad spend to over $754 billion dollars<\/a><\/strong><\/span> by 2025.<\/span>\n\nBut what does the growth actually mean in the context of the industry\u2019s environmental, social and governance (ESG) standards?<\/span>\n

The Unseen Costs of Clicks<\/b><\/h2>\nDigital growth is not without its environmental drawbacks. The industry relies heavily on large data centers and expansive server networks that consume an incredible amount of energy to support everyday online activities such as internet searches, email exchanges, and, of course, ad delivery. In 2022, the UK alone produced over <\/span>208 million tonnes of CO2<\/a><\/strong><\/span> emissions from advertising efforts, an increase of 11% compared to 2019.<\/span>\n\nThis substantial energy consumption contributes to what is known as \u2018digital carbon\u2019, posing a clear challenge to the perceived environmental neutrality of digital progress. As digital engagement continues to rise, it\u2019s becoming more and more important for brands to closely examine and address the environmental impacts associated with their digital operations\u00a0 – namely the energy demands of their digital infrastructure.<\/span>\n

Sustainable Changes Within Reach<\/b><\/h2>\nWhile reducing digital outputs might seem like a Sisyphean task in our tech-centric society,\u00a0 choices exist that can reduce the scale of this impact significantly. Opting for service providers who prioritize sustainability, utilizing renewable energy sources for business operations, and extending the lifespan of electronic devices are actionable steps businesses can take today. For instance, <\/span>Incubeta\u2019s UK office, The Bower<\/span>, runs entirely on renewable energy\u2014a step towards reducing our carbon footprint.\u00a0<\/span>\n

Sustainability UX and Media Decarbonization<\/b><\/h2>\nFrom a digital perspective, there are two key areas that businesses hoping for a smaller carbon footprint can focus on:<\/span>\n

Sustainable User Experience<\/b><\/h3>\n