Why Marketing Needs to Decarbonize

Marketing has always been seen as a growth driver, but rarely as a carbon emitter. Yet behind every ad impression, every streamed video, every trade show booth or sponsorship, lies a measurable footprint. These are part of Scope 3 emissions—indirect emissions that occur in a company’s value chain.

As organizations pursue net-zero commitments, ignoring marketing’s footprint is no longer an option. Decarbonization in marketing is not just about compliance; it is about building trust, efficiency, and leadership in a world where sustainability is now a competitive advantage.

The Standards Guiding Marketing’s Transition

Marketing may not yet have its own decarbonization framework, but companies can rely on global standards to measure and report emissions credibly:

• GHG Protocol: the global standard for calculating and reporting emissions across Scopes 1, 2, and 3.

• ISO 14064: principles and requirements for GHG quantification, monitoring, and verification.

• Science Based Targets initiative (SBTi): validation of climate targets in line with the Paris Agreement.

• IFRS S2 (ISSB Standards): disclosure requirements for climate-related risks and opportunities.

• SASB Standards: industry-specific ESG disclosures, including marketing and media.

• CDP (Carbon Disclosure Project): voluntary reporting platform for climate transparency.

• UN Sustainable Development Goals (SDGs): a framework to connect marketing impact with global goals.

From Theory to Practice

When applied to marketing, these standards provide a practical pathway:

1. Measure – quantify emissions from campaigns, digital platforms, events, and sponsorships.

2. Reduce – choose lower-carbon channels, optimize content delivery, and cut waste.

3. Report – align disclosures with IFRS S2, SASB, and CDP for credibility.

4. Engage – tell sustainability stories that resonate with authenticity and proof.

This approach reduces both emissions and inefficiencies, creating measurable financial and environmental ROI.

The Bigger Picture

Decarbonization in marketing is about more than emission cuts—it is about redefining marketing as a driver of regenerative growth. Every campaign can be more than a message; it can be a measurable contribution to a sustainable future.

This is where WE7 AI steps in: by aligning marketing practices with international standards such as the GHG Protocol, ISO 14064, SBTi, IFRS S2, SASB, CDP, and the SDGs, WE7 AI helps enterprises make their marketing lighter on carbon and stronger in impact.