The CSCP’s New Research Collaboration Focuses on the Future of Marketing with a Reduced Footprint Marketing services comprise a massive industry that accounts for over 200 tonnes of CO2 emissions per year*. A recent research project led by the EHI Retail Institute in collaboration with Climate Partner and the CSCP looked into creating a common understanding for retailers and service providers in Germany on the climate impact of advertising and discussed potential fields of action to improve the carbon footprint of both digital and analogue media channels. The CSCP was tasked with the moderation of the stakeholder dialogue, the main focus being on facilitating exchange and active engagement. The research project created a Product Carbon Footprint analysis, which was not available prior to the study. The knowledge gained can help ensure that all media channels used are brought to the market in a CO2-optimised manner, forming the basis for future sustainable marketing strategies in retail. The study also highlights that it is crucial that companies and their stakeholders recognise the need for sustainable transformation and actively shape it. This affects all areas of a company and marketing in particular. The analysis of greenhouse gas emissions opens our eyes to the impact of the actions of marketing and communication departments. The exciting result of dealing with the topic is that, based on the desire to be more sustainable, opportunities for innovation arise for companies, the openness for new advertising channels is strengthened, cost savings can be achieved and thus more creative freedom is created. Even simple changes such as considering digital media alternatives may help reduce costs while also cutting down emissions. A comprehensive materiality analysis within a company is therefore recommended and shows how important it is for all departments within an organisation to work together in considering all elements of the footprint from the supply chain to the consumer, including the necessary advertising measures. The study “CO2-Efficient Marketing in Retail: Accounting and Fields of Action for Selected Media Channels” encourages companies to approach the results as an opportunity to rethink their media planning and give greater consideration to ecological aspects in addition to economic aspects. To delve deeper into the insights of the study, CSCP Senior Manager, Victoria Funk was part of the EHI Retail Insights Podcast (Episode #129), alongside Julia Fabig from OBI as a retail representative and partner of the initiative. This episode (in German) provides further context on CO2-efficient marketing and actionable recommendations for businesses. You can listen to the episode here. For further questions, please contact Victoria Funk. *Purpose Disruptors, Adverted Emissions 2022