In advertising, marketing, and communication, the progress has been slower. This is partly due to many media companies perceiving difficulties in developing methods to measure the climate impact of campaigns and advertising purchases. Additionally, there may be concerns about how media buyers will react when the climate impact of different media types becomes fully visible to clients. What if the reaction is negative? 

It is now time to move forward with a green transition for the media industry as well. Transparency and measurability at the campaign level are essential to identify areas where climate impact is significant and where extra efforts are needed to reduce it in the future. 

Media buyers will welcome transparency and measurability. Advertising and communication account for approximately 40 billion SEK annually. It is evident that such a large part of the country’s economy should proceed with the green transition, as this requires significantly fewer investments compared to many other industries, such as the industry sector, which has already begun this transition. 

Therefore, starting March 1, JCDecaux Sweden will openly report the climate impact for each campaign. The calculation of our climate impact has been developed by www.climatepartner.com. ClimatePartner is an independent audit firm that guarantees all calculations are accurate according to the leading international standard Greenhouse Gas Protocol https://ghgprotocol.org/ 

A complete overview of the climate impact for all JCDecaux products can be found here www.jcdecaux.se/hallbarhet 

Every kilogram of CO2 per purchased campaign will always be 100 percent offset by us, which is also reported and guaranteed by ClimatePartner to each client. 

JCDecaux Sweden aims to halve our climate impact by 2030 from the 2020 level. Between 2014 and 2020, we reduced our climate footprint by 70 percent. We drew inspiration for halving our emissions from the corporate network Hagainitiativet: https://www.hagainitiativet.se/sv, where companies such as Coca-Cola, McDonald’s, Axfood, Preem, and several other major companies are members. 

We urge the entire industry to follow our initiative. Set concrete climate goals, halve every decade, be transparent with your emission figures, and join us on the journey as we take the first step by openly reporting the climate impact per campaign. 

Magnus Heljeberg 

CEO JCDecaux Sweden