Digital Marketing & its contribution to Climate Change
- Category
Environment
- Published
29th Sep, 2022
-
Context
Digital Marketing is contributing to use of energy, resources and greenhouse gas emissions and thus contributing to climate change.
So let us assess the issue more precisely.
Background
- India is world’s third largest emitter of greenhouse gases (GHGs), after China and the US.
- Major sources of emissions – Coal power plants, rice paddies, cattle.
- The country has pledged:
- a 33-35% reduction in the “emissions intensity” of its economy by 2030, compared to 2005 levels
- Increase tree cover to create an additional cumulative carbon sinkof 2,500-3,000Mt CO2 by 2030
- aims to install 5GW of offshore wind by 2022 and 30GW by 2030
- India ranks second in the world on the internet using list, just after China.
- By 2023, it is predicted that in India, there will be more than 650 million & by 2025, 900 million internet users.
Analysis
What is Digital Marketing?
- Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication.
- This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.
How it impacts Climate change?
- Electricity consumption: Digital still makes use of vital and often non-renewable resources.
- One study found that the internet uses around 10% of the world’s electricity consumption in 2020, a figure that could rise to 20% within five years.
- Carbon impact:In addition to the energy, the manufacturing of devices and technology needed for the infrastructure has a massive carbon impact.
- Wastage of energy:Consider the constant upgrading of products and software and the energy wasted when these products quickly become redundant in the ever-changing digital environment.
- Extraction of rare metals in creation of computer terminal:Smartphones, laptops and tablets require the extraction of rare metals.
- Light pollution generated by screens
What are the possible solutions?
- Eco-friendly alternatives:To switch to recycled paper and eco-friendly office supplies or offer a cycle to work scheme for employees to help cut transportation emissions.
- Partnering with green service providers and sourcing technology through environmentally conscious companies who use sustainable materials or even refurbish unwanted equipment.
- Environmentalism: By aligning digital agency with the core values of environmentalism.