Digitas UK

Climate Impact & Sustainability Data (2023, 2024)

Total Carbon Emissions:1605 tCO2e

Measured and reported on 2023 carbon footprint (1,605 tons CO2e), identifying key emission sources (business trips, electricity, IT).

Trained 50% of workforce (878 employees) on sustainability ('Sustainability 101' program).
Launched initiatives to improve data collection for future reporting.
Developed a Carbon Calculator web app to measure client campaign carbon footprints.

Signed the Science Based Targets initiative (SBTi) letter of commitment to set science-based targets within two years.
Committed to a 10% reduction in annual carbon footprint in 2024 compared to 2023.
Established a global partnership with Scope 3 for carbon measurement in paid media.

Long-term Goals:

Medium-term Goals:

Set science-based targets to significantly reduce carbon footprint and align with the Paris Agreement (within 2 years of SBTi commitment).

Short-term Goals:

High carbon emissions from business trips (77.1% of total footprint).
Inconsistent energy efficiency across offices and reliance on market-based renewable energy.
Data collection challenges in accurately measuring carbon emissions.
Significant carbon emissions from online media buying.

Implemented a new business trip policy (Q4 2023) to minimize air travel and prioritize train travel.
Switching to 100% renewable energy contracts in key offices (Paris, Reigate, Warrington, Manchester).
Improving data collection methods for future reporting.
Developed a carbon measurement tool and reduction strategies for paid media campaigns in partnership with Scope 3.

Frameworks Used: SBTi

H&M case study: Increased Google Visibility leading to £408M incremental SEO revenue (double initial target) and a 30:1 ROI on the European segment of a global program focused on sustainable practices.

H&M case study: Successfully harnessed fashion culture to create a new line of tennis bracelets, a product which they didn’t sell before, becoming a top-selling product.
EE case study: Partnership with the FA on Hope United, sponsoring men's and women's national football teams and grassroots/disability football, boosting brand performance and consideration.

H&M case study: Streamlined processes and embedded SEO specialists across teams to improve efficiency and customer centricity.

Demonstrating the value of cultural impact (72% of businesses find this challenging).
Aligning KPIs with commercial and cultural impact goals (almost 70% of respondents found this challenging).
Underperformance in delivering positive environmental impact (40% of leaders acknowledge this).
Measuring cultural impact.
Balancing short-term profitability with long-term cultural investment.
Scaling growth while upholding environmental responsibility (particularly challenging for large businesses).

Co-creating an Impact Vision with clients, using the Digitas Impact Wheel.
Building Impact Models to identify levers and focus areas for consumer experience.
Running Impact Hack sessions to create solutions.
Devising Digitas Impact Dashboards for real-time insights and optimized measurement.
Focusing on customer-first transformation of strategies, culture, and processes (as seen in the H&M case study).