UniFida launches CO2 Counter for ‘greener’ marketing
UniFida has launched a CO2 counter in the UK that enables companies to gauge the environmental impact of their marketing campaigns.
The new CO2 Counter supports ‘greener’ marketing, where companies focus on the sustainability of their marketing activities. It calculates the amount of CO2 (carbon dioxide) released while setting up a campaign via any marketing channel and reports on the amount used once a campaign has been completed
Big companies will soon be legally required to commit to, and report on, sustainable business models, but the onus of responsibility will rest with all companies spending significant amounts on marketing communications, both online and offline.
Julian Berry, Director, UniFida said: “Given the increased global focus on carbon offsetting, especially following the COP26 conference, there is increased demand for sustainable marketing. With UK marketing activities expected to have released around 350 million tonnes of carbon in 2021, the CO2 Counter is an essential online tool. It enables companies to measure the environmental impact of their marketing activities across online and offline channels.”
UniFida says there are two areas of the marketing process where the CO2 Counter can bring benefits:
- Before launching a campaign, the counter can show how much carbon will be produced, giving marketers the opportunity to offset or plan a different approach
- With historic marketing activities, marketers can evaluate each campaign and channel’s performance and how much carbon has been released for what benefit. This can help steer future ‘greener’ marketing initiatives.
Marketers can access the CO2 Counter online and, for example, use it prior to catalogue production, inputting the number of pages, size, print colours, paper type and quantities. Or for an email campaign, they can input the number of recipients and whether the email has a video attached. Carbon usage is then calculated and the results displayed.
The CO2 Counter – a cloud-based technology– has been developed by Trinity P3 in Australia and is being distributed in the UK by UniFida. Trinity P3 has used a large number of data sources to develop the counter, with much of its work reviewed by the Royal Melbourne Institute of Technology.