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Digital Marketing & its contribution to Climate Change

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  • Published
    29th Sep, 2022


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.


  • 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.


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.

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