Adverttu Offers UK’s First Carbon Neutral Transit Media Advertising
Adverttu Earthly partnership helps advertisers to achieve their sustainability goals
Adverttu, the adtech company bringing out of home advertising into the digital age, has partnered with Earthly, the ClimateTech platform connecting businesses to leading nature-based solutions that remove carbon and restore biodiversity.
Adverttu’s clients now benefit from the integrated carbon offsetting solution, which reduces and removes greenhouse gases (GHG) to compensate for CO2 emissions produced through campaign delivery. Adverttu will offset carbon emissions for every campaign that advertisers run.
Adverttu has also enhanced its client dashboard so advertisers can choose how to offset their carbon emissions through Earthly’s bundle of natural assets that combine carbon storage and removal. As well as their huge environmental impact, Earthly’s groundbreaking projects deliver great social benefits across the world.
Oliver Bolton, CEO of Earthly commented: “In the fight against climate change, our first step must be looking at what we can do on an individual level to become carbon neutral or better yet, climate positive. We can start by reducing our carbon footprint by consuming less and consuming better. We are delighted to partner with Adverttu to support their efforts in the fight against climate change and to lead change in the advertising industry.”
As a transit media provider, Adverttu has already taken steps to reduce its carbon emissions. The company uses biodegradable car wraps and enables advertisers to select private EV and hybrid vehicles, in addition to last mile delivery e-cargo bikes and electric van fleets. This new partnership enables Adverttu to take its sustainability efforts to the next level, and assist advertisers to do the same.
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Demand from consumers for brands to take a more active role in the fight against climate change is growing. HSBC’s sustainability report shows that 86% of UK companies expect their sales to grow over the next year from an increased focus on sustainability, and ‘reducing their carbon footprint’ is a priority for 79% of businesses. Just last week, Iris launched a global initiative to incentivise its clients to take positive action against climate change.
Last summer, The European Commission ran a consultation on carbon labelling, which could result in a legal framework that requires brands to show their carbon footprint on products. Both Oatly and Quorn already label their products, a decision driven by increasing pressure on companies to meet more ambitious decarbonisation targets. Whether or not this becomes mandatory, consumers will start to expect this level of transparency from other brands too.
Artjom Jekimtsev, CEO and founder of Adverttu, said: “The decision to start our journey to become climate positive was easy for us. Not only does it align with our core values at Adverttu, but it is also crucial that we support advertisers to achieve their sustainability goals and provide reassurance to climate-conscious consumers. It is equally important that we support our community of over 45,000 drivers to make positive changes too.
“The opportunity to rebuild and recover from the pandemic intentionally and sustainably is now, and that means all industry participants need to be proactive and engaged in fighting climate change.”
The announcement follows other community and values-centred initiatives from the outdoor advertising company. Last year Adverttu ran an NHS Driver Volunteer Support Programme to support essential workers and volunteers in the early stages of the pandemic, both to top-up their earnings and to provide a way to pay for fuel through brand sponsorship.