Our Sustainability Journey…The Story So Far

Jan 26, 2022 | Business, Sustainability

Anyone who knows us well will know that doing our bit for the planet is high on the Example Marketing agenda. Over the past couple of years, we’ve taken a few tentative steps towards reducing our overall impact on the planet, including:

  • Offsetting our workforce’s carbon footprint through our membership of Ecologi
  • Planting 18,765 trees (as at January 2022) and counting, through Ecologi, and a further 200 planted by Emma and Emma’s own fair hands!
  • Upgrading our hosting to a greener alternative.

In 2020, we stepped up another gear when Emma R passed an exam to become an Associate Member of IEMA (Institute of Environmental Management and Assessment).

However, that process raised a lot more questions about what we could be doing better…

Why is sustainability so important to us?

It’s hard to avoid the terrifying headlines about the state of the planet, so we won’t go into all the stats, the whys and wherefores of climate change here. Suffice to say, we should ALL be concerned.

But as well as personal interest, the industry we’re in has a lot to answer for.

A new report published in 2021 by Purpose Disruptors found that successful ads add an extra 28% to the annual carbon footprint of every single person in the UK.*

The report went on to establish that every person working in advertising in the UK is, on average, responsible for the carbon footprint of 34 of their fellow UK citizens.*


Essentially, marketing drives consumption. And consumption is, very broadly speaking, bad for the environment. Now, that is a very sweeping generalisation, but it’s a sobering thought none-the-less.

That might put us in the bracket of “part of the problem”, so we’re keen to work on becoming part of the solution instead!

What are we doing about it?

Well, the first thing to say is that we are far from having it all sorted! We’re on a journey, and will be for some time. But the important thing is that we ARE taking steps in the right direction.

  • We’re working closely with The Sustainability Centre at West Suffolk College to develop and then action a sustainability action plan – you can see our progress on that here.
  • We’re educating the whole team on the key issues so we know we’re all pulling in the same direction
  • We’re looking for opportunities to contribute to community sustainability projects locally by donating either our time or our skills
  • We’re working on calculating our emissions more accurately so we can measure our progress over time
  • We’re finding new ways to support our clients with their own sustainability goals and aiming to work with more likeminded businesses throughout 2022 and beyond.

We’ll be sharing our journey on our blog each month – we hope that will be interesting and helpful for anyone on a similar path and will also help keep us accountable! And if you ever want to chat sustainability, give us a call, we’re interested.

* https://www.thedrum.com/news/2021/11/09/effective-ad-campaigns-are-making-uk-s-carbon-emissions-problem-worse

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