全球媒体脱碳框架（英）

1Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media DecarbonizationCALCULATING A CLEANER FUTURE NOW: A UNIFIED METHODOLOGY FOR ACCELERATED MEDIA DECARBONIZATIONJ U L Y 2 0 2 2A GROUPM REPORT2Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media DecarbonizationEXECUTIVE SUMMARYGroupM and WPP are holding ourselves accountable in our commitment to decarbonization. WPP has committed to reach net-zero across its direct operations (Scopes 1 and 2) by 2025and its value chain (Scope 3) by 2030. This commitment includes the media GroupM buys onbehalf of our clients, which collectively account for more than 50% of WPP’s total emissions. These goals are underpinned by carbon reduction targets that are in line with the Paris Climate Agreement and verified by the Science Based Targets initiative (SBTi).There are a number of media carbon calculators that exist currently; however, they use inconsistent parameters — meaning that we cannot compare emissions from one channel to another — data and calculation methodology, resulting in overly broad estimates and offsetting. A greater level of data granularity will make it possible for clients to move their media investments to lower-emission media publishers and platforms, which in turn will change behaviors and accelerate decarbonization across the media supply chain.We aim to reduce absolute Scope 1 and 2 emissions by at least 84% by 2025 and absolute Scope 3 emissions by at least 50% by 2030, both from a 2019 base year. Our commitment is unique to our industry in that we are the only marketing communications company to include the emissions from media placement in our emissions reduction target. Currently, media accounts for more than half of our total emissions.WPP is working to develop the technology and standards that can be used to measure and reduce emissions from advertising globally. As part of that effort, GroupM commissioned research from independent specialists in carbon measurement to help create a robust methodology for accurately measuring emissions across the media supply chain to allow targeted interventions to reduce emissions from media placement. Once created, the lifecycle assessment methodologies of media channels would allow a new carbon calculator to be built, which could serve anyone in the industry willing to set absolute emissions reduction targets and build in vendor-level data where available. The most noteworthy conclusions include:3Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media DecarbonizationThe first step is to agree on consistent industry application of the Greenhouse Gas Protocol (GHGP). This will expand the amount of carbon accounted for versus current calculators and will enable accurate carbon accounting through a transparent calculation methodology.Consistent industry application of the GHGP will confirm the data sets required from publishers and platforms, reducing the reporting burden for both