GreenGRP

Consumers' growing interest in sustainable products has triggered a real boom in recent years. More and more people are making it a point to choose products that are produced in an environmentally friendly and ethical way. This change in awareness has prompted companies to rethink their business practices and offer sustainable alternatives. But while the demand for such products is increasing, the advertising industry is raising a pressing question: How can sustainable products be advertised if the advertising practices themselves are not sustainable?

Meeting this challenge requires a rethink in the way advertising is conceived, created and distributed. Digital platforms also offer opportunities to minimise the environmental footprint by enabling more targeted and efficient advertising strategies.

GreenGRP is an innovative platform that for the first time enables the calculation, compensation and certification of CO2 emissions over the entire advertising cycle. Using a learning algorithm, GreenGRP can determine the CO2 emissions for each individual medium within an advertising campaign. These emissions can be offset by ClimatePartner, always in line with the United Nations Sustainable Development Goals. The platform was developed by a global alliance of media players and made available as open source. This allows brands, agencies and media platforms to offset their communications free of charge through GreenGRP. More information is available on the website www.greengrp.io.

GreenGRP launched on World Climate Day and introduced the first climate-neutral advertising break in Germany, Italy, France and Austria. The platform is steadily gaining in importance as numerous TV stations, radio stations and publishing houses use it. In total, over 8,000 tonnes of CO2 have already been offset through GreenGRP. This approach makes it possible to transfer consumers' demands for sustainability to the advertising industry as well, thus creating sustainable advertising.