Tag: Sustainability

With the motto “unlocking what’s next” in marketing, The Next Practice, a global marketing communications company, recently collaborated with Ant International to demonstrate how sustainability marketing can become integral to activating a brand’s purpose.

In an exclusive interview with MARKETECH APAC, The Next Practice shared insights into this collaboration. During the Singapore Fintech Festival 2024, Ant International showcased its commitment to sustainability and digital innovation through an immersive augmented reality (AR) activation focused on eco-tourism and MSME support. This initiative not only emphasised sustainability but also highlighted its importance as a driver of long-term economic and social value. 

“Sustainable tourism holds immense potential to serve as a catalyst for environmental conservation, social progress, and economic development. Through this AR interactive travel experience, we aim to showcase how eco-tourism, supported by digital solutions and financing, can create local jobs, preserve cultural heritage, and protect natural ecosystems. By merging digital technology with purpose, we’re inspiring a new wave of travel that contributes to shared prosperity and sustainability,” said Carrie Suen, vice president and global head of international affairs and sustainability strategies at Ant International.

When discussing sustainability in the marketing context, many brands mistakenly confine it to corporate responsibility initiatives, ESG reporting, and short-term campaigns. Traditionally, marketing has been a powerful tool for driving commercial growth by influencing consumer behaviour. With increasing awareness of sustainability, sustainability marketing has emerged as a new driver for fostering conscious consumption that rewards purpose-driven companies. True sustainability involves embedding sustainable practices into a company’s business model, ensuring that the business, stakeholders, and customers thrive together in perpetuity.

Sustainability marketing: Turning awareness into action

Bev Ho, head of sustainability marketing at The Next Practice, explained the transformative power of immersive experiences through gamification in creating impactful sustainability campaigns. “Gamified elements turned passive awareness into active participation, enabling participants to connect their actions—like supporting social development and environmental projects—with tangible impacts on sustainability,” she said.

In this activation, Ant International invited participants to immerse themselves in an AR experience by selecting avatars and exploring Sumbawa, Indonesia. Activities such as whale shark conservation and visiting local bee farms allowed participants to see firsthand how sustainable practices create positive change. These engaging, hands-on experiences underscored the importance of integrating sustainability into daily actions and highlighted the critical role of community-driven efforts in fostering long-term environmental and social progress.

Uplifting smaller communities

Sustainability is not only about environmental conservation; it is also about empowering smaller communities to drive social and economic development. Ant International’s activation highlighted the vital role MSMEs play in fostering sustainable development.

“According to data from the United Nations, MSMEs represent 90% of businesses, 60 to 70% of employment and 50% of GDP worldwide. They are local heroes that can drive social, economic, and sustainable progress. By enabling game participants to support and empower MSMEs with solutions such as digital payments and green financing for renewable energy, everyday consumers can understand how they can contribute to greater sustainable development in small but meaningful ways. The immersive experience is more than just a game—it’s a way for people to realise that their choices can lead to real change,” Carrie explained.

Addressing the gap through technology

One of the most significant challenges brands face is bridging the gap between sustainability awareness and motivating real-world action. Ant’s AR experience tackled this issue by leveraging technology to create immersive, interactive experiences that allowed participants to visualise potential real-life impacts.

Bev added, “The gamification approach makes abstract sustainability concepts tangible, motivating participants to take actionable steps through relatable examples and real-time engagement. The use of ‘phygital’ – a combination of physical and digital – engagement transformed complex sustainability concepts into potential realities. This approach enabled participants to see the immediate impact of their actions, inspiring them to contribute to a sustainable future in their daily lives.

Lessons for other brands

Ant International’s campaign offers invaluable insights for brands aiming to elevate their sustainability initiatives. “Brands can learn from this campaign by leveraging phygital experiences and community-driven narratives to make sustainability engaging and impactful. By utilising digital tools and showcasing local, relatable heroes, they can transform abstract goals into tangible, measurable outcomes,” Bev elaborated.

Chris Foster, CEO of The Next Practice, emphasised, “At the core of sustainability marketing lies the belief that change begins with engagement. This AR experience seamlessly bridges the physical and digital worlds, immersing people in a vision of a better future and their ability to contribute. By fostering connection and motivating action, we empower individuals to be part of the solution. This represents the future of sustainability—where inspiration drives meaningful, collective change.”

Sustainability marketing is not a fad; it is a marketing paradigm for long-term brand success. Today’s consumers demand transparency, environmental stewardship, and meaningful action. By leveraging tools like augmented reality and digital innovations, brands can craft immersive narratives that deeply resonate with audiences.

Engaging with smaller communities and amplifying their sustainable practices not only brings authentic stories to the forefront but also strengthens the social and economic fabric of these regions. Embracing sustainability marketing positions brands as leaders in driving positive change, building trust and loyalty in an increasingly sustainability-conscious marketplace.

Philippines – SM Supermalls is advocating for a waste-free future through its nationwide ‘Trash to Cash’ (TTC) initiative, where people can exchange recyclables for cash. 

The program led to SM Supermalls collecting over 12 million kilograms of waste in 2024, generating a total of more than P28m earnings for participants.

TTC is part of SM Supermalls’ ‘Waste-Free Future’ campaign, which has been running since 2007. It promotes proper waste segregation and recycling while enhancing environmental awareness. The financial benefits also empower communities.

SM Supermalls nationwide hold the TTC every first Friday and Saturday of the month, making it convenient and accessible for individuals to participate.

Drop-off points are spread across 87 malls in the Philippines, where customers can dispose of papers, plastic bottles, and other recyclable waste.

More than reflecting SM Supermalls’ sustainability strategies, it also allows individuals to contribute to the circular economy and eliminate waste pollution.

“TTC is more than just a recycling program—it’s a movement that enables communities to turn environmental responsibility into real opportunities. By participating, people not only contribute to waste reduction but also gain financial incentives, proving that sustainability can be both impactful and rewarding,” Steven Tan, president at SM Supermalls, said.

Australia – DEPT has formed a strategic alliance with global professional services firm GHD to drive sustainability innovation through spatial technology. The collaboration will leverage cutting-edge AR/VR devices like the Apple Vision Pro to create immersive digital experiences that enhance decision-making in environmental planning, infrastructure, and energy management.

The companies will focus on applying artificial intelligence (AI) and augmented reality (AR) to sustainability challenges, making solutions more accurate, efficient, and actionable. 

By integrating advanced digital solutions with real-world applications, DEPT and GHD seek to pioneer new ways to visualise, analyse and act on critical environmental insights, including real-time environmental monitoring, digital twin technology, and AI-driven sustainability planning for cities, energy grids, and critical infrastructure.

DEPT brings its experience in digital product development, AI, and immersive technology for global brands such as Google, eBay, Lufthansa, and Ancestry. Meanwhile, GHD contributes its deep industry knowledge in engineering, architecture, environmental science, and sustainability. 

Together, they aim to transform how businesses and governments interact with complex environmental data to enable more effective climate action, resource management, and sustainable urban development.

Evan Davey, Head of Australia & NZ at DEPT, said, “Our partnership with GHD is a testament to our commitment as a B Corp to harness the power of AI and spatial technology for the greater good. By integrating cutting-edge digital solutions with GHD’s technical expertise, we are dedicated to creating impactful, sustainable innovations that empower businesses and governments to make informed, responsible decisions for a better future.”

Meanwhile, Tai Hollingsbee, head of sustainability at GHD Asia Pacific, commented, “At GHD, we are driven by creating measurable outcomes for our clients and delivering lasting community benefit through sustainable design solutions. Collaborating with DEPT® is exciting because we can extend our capabilities and transform our clients’ access to visually engaging, data-rich, actionable insights, ultimately helping them transform ambition and goals into tangible action.”

Australia – ACCIONA, an infrastructure company dedicated to the development and management of infrastructure and renewable energy, has tapped DDB Group Melbourne for the launch of its campaign ‘Turbine Made’, aimed at ransforming retired wind turbine blades into innovative new materials and products for a better Australia.

For the launch of the initiative, ACCIONA has broken down a decommissioned blade from its Waubra Wind Farm in Victoria into a versatile particulate that can serve as a raw material for sustainable product manufacturing. 

Like the turbines themselves, the products will help power a more sustainable Australia and could include applications such as protective gear for firefighters, highway crossings for endangered koalas, concrete for sustainable buildings and equipment for playgrounds.

To bring this initiative to life, ACCIONA engaged DDB Melbourne off the back of a competitive pitch process to conceive and develop the ‘Turbine Made’ idea, brand identity, marketing and PR strategy. Leveraging DDB’s creative expertise, the initiative aims to engage industry, sustainability advocates, and other potential partners to identify new applications for the material.

The ‘Turbine Made’ launch has been supported with an integrated campaign, including an online film, social, PR, press and out-of-home.

Caroline Pinter, general manager brand and marketing at ACCIONA, said, “Turbine Made demonstrates our commitment to sustainable innovation. We are working to transform one of the industry’s most complex environmental challenges into a solution that enables the development of new, forward-thinking products.”

She added, “By collaborating with DDB Melbourne, we have been able to effectively communicate the opportunities of this initiative. We’re excited to see how this material could be used and look forward to working with our partners to bring these ideas to life.”

Meanwhile, Giles Watson, executive creative director at DDB Group Melbourne, commented, “Turbine Made is about reimagining what’s possible. In doing so, we’re not just giving turbine blades a second life–but also inspiring industries to see that waste doesn’t have to be the end of the story, it can be the start of something remarkable.”

The project is already well and truly underway, with the first Turbine Made prototype launching in early March, and ACCIONA is now seeking partnerships with more industries, businesses, researchers and students.

Australia – SBS has opened applications for SBS Media’s Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlighting better environmental practices for Australian consumers.

Said challenge offers brands and agencies $500,000 in advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices.

Kate Young, national manager of SBS CulturalConnect said, “In launching the SBS Media Sustainability Challenge, we’re asking brands and agencies to work with us to drive positive change to protect our planet by rethinking how they authentically represent sustainability in their marketing campaigns. 

“SBS has made serious inroads in measuring and working to reduce our environmental footprint, but we know change only comes about when we work together, and through this initiative, we’re providing a platform to elevate creative ideas that normalise sustainable practices to Australian audiences.”

Young noted that SBS Media has a history of using such challenges to drive positive change across the industry, stating, “In 2017, SBS Media launched the Diversity Works Challenge designed to encourage Australia’s advertising industry to rethink how diversity is represented in their marketing campaigns.

She added, “We’ve seen the impact inclusive marketing has had in Australia, and we are again putting up significant inventory to help drive creativity and innovative thinking in normalising sustainable behaviours.”

The winning ad will also receive consulting services and training through Sustainable Screens Australia to help ensure the advertisement meets best practice for sustainable production.

Amsterdam, The Netherlands – Global marketing and tech services company DEPT has recently recertified as a B Corp, stating that it has become first global agency to achieve this milestone. For DEPT, this recertification proves that rapid growth and responsible business can go hand in hand.

Since earning its first B Corp certification in 2021, DEPT has grown from 1,200 people in Europe to over 4,000 across five continents. But while the company has expanded its reach–and its recertification includes each DEPT location, it has also deepened its commitment to balancing profit with purpose. 

In 2024 more than 10% of its profit came from impact projects like Undo the Firewall, and Easy Genomics, and worked for clients such as Daniel’s Music Foundation, ReflexAI, Ocean Spray, United States Olympic & Paralympic Committee, and eBay—proving that business success and doing good don’t have to be at odds. 

In the last three years, DEPT has expanded into the Americas and APAC acquired more than 10 companies and launched some of the most pioneering work in digital. But it has also ensured that every move aligns with its B Corp certification. 

From reducing its carbon footprint to embedding DEI at every level of the business, DEPT has focused on making impact scalable. The company has rolled out initiatives like living wage policies, sustainable procurement standards, and employee assistance programs across all its offices. 

Moreover, as corporate ESG commitments face increasing scrutiny, agencies face more activist activity, and regulations like the EU Corporate Sustainability Reporting Directive (CSRD) raise the bar for accountability, DEPT’s B Corp recertification ensures it is well-prepared to meet new requirements and continue leading by example. 

Dimi Albers, global CEO at DEPT, said, “B Corp is more than just a badge of honour. At a time when companies and governments are backing away from ESG commitments, staying B Corp certified helps us remain accountable and transparent in our operations and stay true to our values. It proves that we’re not just talking about sustainability and impact. We’re galvanising it into the DNA of how we operate, who we hire, and the work we deliver for our clients.”

Meanwhile, Pooja Dindigal, global head of impact at DEPT, commented, “The B Corp framework challenges us to keep pushing forward—to be better, more transparent, and more impactful. It’s both a north star and a catalyst for change, helping us navigate the complexities of growth while creating a more sustainable and equitable world. We are committed to this never-ending journey and excited about the positive impact we can achieve together and with our clients.”

India – To spotlight its dedication to sustainability, Britannia has teamed up with creative agency Talented for a unique campaign where nature takes centre stage, shaping the brand’s outdoor advertising in a new way.

Titled ‘Nature Shapes Britannia,’ the out-of-home (OOH) campaign features billboards that physically conform to the shape of nearby trees, creating a powerful visual and metaphorical statement about how one of India’s largest organisations adapts to nature, rather than forcing nature to adapt to it.

Each of Britannia’s billboards is paired with a message highlighting the brand’s sustainability efforts across key areas, including plastic neutrality, waste management, circular economy, water stewardship, and energy management. The surrounding trees dictate the design and typography, causing the brand name to bend, curve, or compress based on their shape. 

For Britannia, this approach to the campaign reflects the flexible, adaptive mindset that large brands must adopt to drive real progress in sustainability.

Amit Doshi, chief marketing officer at Britannia, shared, “Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach, with nature shaping ‘Britannia,’ quite literally. The team ensured even the material used for the hoardings was 100% cotton and biodegradable, ensuring we stay committed to the cause we are delivering.” 

The campaign’s creative agency, Talented, collaborated with multiple media partners to execute a unique strategy that defied the usual billboard selection process. Since media agencies don’t maintain data on billboards partially covered by trees in major Indian cities, the team also conducted on-ground surveys to handpick suitable locations.

Speaking on the campaign, Aabhaas Shreshtha, founding member and creative at Talented, explained, “Nature shapes Britannia, and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them.’ After a long and rigorous recce-ing with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.” 

Sonia Lal, partner at Coral Media, added, “We were pleasantly surprised when we were briefed on the current campaign ask and honestly feel incredibly proud to support Britannia’s initiative, which is not just a wonderful way to show the impact of the brand’s sustainability initiatives but also a signal from one of the country’s long-standing advertisers to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.” 

The ‘Nature Shapes Britannia’ OOH campaign launched across four cities—Hyderabad, Kolkata, Meerut, and Pune—in collaboration with various tree species, including Nag Kesar, Aam, Neem, and Peepal.

Imagine a world where businesses aren’t defined by quarterly profits alone, but by the ripples of impact they create for their customers, their communities, and the planet. What if the true catalyst for brand growth and resilience isn’t found in what businesses take or make, but in what they give?

This is the essence of Brand Generosity: moving from what we can sell to what we can contribute. It is a framework that redefines how businesses approach growth and sustainability, encouraging brands to shift from transactional connections to purpose-driven relationships that create lasting value.

Sustainability isn’t just about reducing carbon footprints or meeting ESG targets. It’s about fostering enduring social and economic progress while building resilience and relevance in a rapidly changing world. The Brand Generosity framework empowers businesses to achieve this by focusing on five key pillars: 

  1. Authenticity rooted in purpose
  2. Selflessness in community engagement
  3. Consistency in delivering value
  4. Creating experiences that enrich lives, and 
  5. Being transparent and accountable to people

1. Authenticity Rooted in Purpose

Authenticity begins with a clear and unwavering purpose — the reason a brand exists beyond profit. When every action reflects this deeper mission, brands create trust and long-term impact. Patagonia’s iconic “Don’t Buy This Jacket” campaign perfectly illustrates this: by urging customers to repair and reuse instead of buying new, the brand stayed true to its purpose of sustainability. This act of Brand Generosity didn’t just build loyalty; it showcased how purpose-driven actions can challenge norms and inspire change. In a marketplace crowded with vague promises, purpose-led authenticity is what sets brands apart and creates meaningful, lasting connections.

2. Selflessness in Community Engagement

True selflessness in business means exceeding expectations by putting communities and customers at the heart of everything a brand does. It’s about shifting from transactional exchanges to fostering collective growth and mutual benefit. This mindset aligns perfectly with sustainability, emphasising long-term regeneration for people and the planet over short-term gains.

Consider Apple’s retail stores, which transcend being mere points of sale to become spaces of learning and connection. Through initiatives like Today at Apple, offering free creative and educational sessions, the brand enriches lives without demanding immediate return. This selfless approach builds loyalty, inspires goodwill, and creates ripple effects of positive change that strengthen the brand’s legacy.

When brands lead with selflessness, they don’t just win hearts—they shape a future where purpose and profit thrive together, redefining what it means to succeed in a purpose-driven economy.

3. Consistency in Delivering Value

Consistency is the cornerstone of Brand Generosity and sustainability—a steadfast commitment to purpose that delivers value over time. For brands, this isn’t just about doing what’s right; it’s about building trust, loyalty, and long-term competitive advantage.

IKEA’s consistent approach to sustainability exemplifies how unwavering dedication can drive both impact and business growth. From pledging to use only renewable or recycled materials by 2030 to eliminating all plastic packaging by 2028, IKEA demonstrates that aligning actions with purpose strengthens its market position. Initiatives like the Buy Back & Resell program and the IKEA Preowned marketplace not only reduce waste but also engage customers meaningfully, reinforcing the brand’s leadership in circularity. These efforts consistently show customers and stakeholders that IKEA is not only committed to sustainable living but also willing to innovate to make it attainable for everyone.

For brands, consistency isn’t just about meeting expectations—it’s about exceeding them time and again, creating trust and competitive differentiation in a crowded marketplace. In an era where actions speak louder than promises, consistency transforms purpose into a measurable and enduring advantage.

4. Creating Experiences that Enrich Lives

In today’s screen-dominated era, experiences that engage the senses and foster deeper connections are more valuable than ever. Creating these experiences is essential for brands that want to resonate in meaningful ways.

Ant International, in partnership with The Next Practice, brought this idea to life with their Augmented Reality Travel Journey at SFF2024. This immersive experience allowed participants to explore sustainable tourism through gamified learning. Participants discovered the transformative power of sustainable travel choices and digital innovations through what they can contribute to promote sustainable development. By offering immersive experiences, brands can move beyond passive consumption to create meaningful stimulation that inspire individual action and broader impact.

5. Being Transparent and Accountable

In a world that demands authenticity and progress, transparency is non-negotiable. Stakeholders value brands that admit when they fall short and demonstrate a commitment to improvement. Google’s latest sustainability report provides an example of this mindset.

When the company failed to meet its carbon emissions target due to the demands of AI computing, it openly acknowledged the shortfall and explained the reasons instead of hiding from it to look ‘perfect’. This willingness to embrace “progress, not perfection” builds trust and gives stakeholders confidence in the brand’s dedication to continuous improvement.

For businesses navigating complex challenges, transparency isn’t just the right thing to do, it’s essential for building resilience and credibility.

Generous Brand is Resilient Brand

Brand Generosity redefines leadership and growth by prioritising what’s right over what’s easy. It shifts the narrative from selling products to creating value, from noise to meaningful dialogue, and from short-term gains to long-term resilience. By embracing its principles, businesses position themselves as leaders in sustainability, inspiring action, building trust, and driving systemic change.

If sustainability isn’t at the core of your business strategy, you have to ask: what is? Are you actively engaging stakeholders and consumers to build a future where profits and purpose coexist? Sustainability isn’t about checking boxes—it’s about redefining how your brand connects with the world and contributes to progress.

Think of the possibilities: campaigns that inspire action, products that make a difference, and partnerships that transform industries. Brand Generosity positions marketing as a tool for connection and impact. It demands that brands ask harder questions and commit to deeper answers. Are we fostering loyalty through value, or are we losing trust with shallow gestures? Are we driving change or merely observing it?

This is a moment for leaders to step up—not with incremental changes but with a bold rethinking of their entire approach. Brand Generosity challenges businesses to reimagine how value is created and shared by aligning purpose with action, prioritising the collective good, and committing to consistency.

As climate crises intensify, inequalities widen, and trust in institutions crumbles, businesses face a defining choice: remain tethered to “business as usual” or embrace a visionary path that aligns profit with purpose. This moment demands bold leadership, creativity, and a deep commitment to sustainable transformation. Brand Generosity is more than a strategy; it’s a movement that redefines what it means to lead, challenging businesses to disrupt the status quo and drive meaningful change.

Success will no longer be measured by the products brands sell but by the change they ignite, the movements they lead, and the trust they build. The leaders of tomorrow will be those who commit to action, driving systemic transformation and delivering impact that transcends profits to improve lives and shape a better future.

Now is the time to step forward, redefine what growth truly means, and show that businesses can be powerful catalysts for a more equitable, sustainable world. The future belongs to those who dare to act with purpose, inspire progress, and turn bold vision into lasting reality.

This thought leadership is written by Chris Foster, CEO, The Next Practice

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT in Marketing 2025, a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for 2025 and beyond.

Paris, France – Global hotel brand Novotel Hotels, Suites & Resorts has announced a new initiative to help guests and members actively support ocean conservation through purposeful points donations. This initiative follows the launch of its three-year partnership with the World Wide Fund for Nature (WWF), as well as being done with Dift (formerly Captain Cause) and ALL, Accor’s loyalty program.

The scientific conservation work of WWF France’s pioneering research boat, the Blue Panda, can now be supported by ALL’s members who wish to use their points as charitable donations to fund the work of the WWF. 

The new initiative enables ALL loyalty members to turn their Reward Points into fundraising to support WWF’s research protecting the Mediterranean’s precious ecosystems.

By donating loyalty points through ALL x Dift, ALL members can now directly contribute to the Blue Panda’s critical missions, which include conducting scientific research, advocating for marine protection policies, and running awareness campaigns to safeguard this essential region.

For context, the Blue Panda has been sailing every year since 2019 to raise public awareness of the environmental challenges of the Mediterranean, engage decision-makers for the protection of ecosystems and carry out scientific work, in particular for the protection of large cetaceans, the development of Marine Protected Areas and the fight against ‘ghost’ fishing gear.

Jean-Yves Minet, global brand president for Novotel, said: “This year Novotel signed a three-year partnership with WWF to support the protection and preservation of the ocean through science-based action, conservation projects and technical expertise. The partnership is about positive impact. This is what’s at the heart of our brand and our purpose.”

He added, “Partnering with WWF and Dift enables us to give our guests and ALL members the opportunity to transform their loyalty into a meaningful contribution to ocean preservation, turning Reward Points into positive impact. The health of our oceans is critical to the future of our planet, and this initiative empowers every ALL member to take action, no matter how big or small. Together, we can make a real difference, turning a simple hotel stay into a sustainable action. Every loyalty point donated is a step towards protecting marine ecosystems for future generations.”

This initiative reflects Novotel’s commitment to making a positive impact of its guests’ lives and the life around us. In June 2024, the global hotel brand announced a three-year partnership with WWF dedicated to supporting science-driven action and conservation. 

From 2024 to 2027, WWF France will provide technical expertise to Novotel, helping its over 590 hotels worldwide to have a positive impact on the ocean, challenging and guiding the brand and its properties throughout many aspects of its operations. 

The partnership will also see Novotel sponsoring several critical WWF ocean-related conservation projects across the world, including the Blue Panda research boat.

Australia – Scope3, a sustainability platform focused on decarbonising media and advertising, has secured $25m in new funding, led by Google Ventures (GV), to extend its efforts into the rapidly growing AI sector.

The new investment will help Scope3 continue to promote sustainability in the media and advertising industries while addressing the environmental impact the booming AI industry brings.

As the climate crisis intensifies, the rapid adoption of AI is generating substantial environmental impact, with training a single AI model consuming vast energy and emitting significant carbon. Companies are under pressure to deploy AI while meeting climate goals, often without clear solutions to control emissions. 

Amid rising concerns over AI’s long-term environmental impact, Scope3 is stepping in to help businesses balance sustainability with AI-driven innovation. The platform is now extending its proven methods for decarbonising the media and advertising supply chain to address the carbon footprint of AI.

“The most innovative companies in the world are considering sustainable AI practices that address environmental concerns while delivering real business value. Scope3 has the talent, technology, and expertise needed to decarbonise the media and advertising industry,” said Erik Nordlander, general partner at GV. 

“We’ve seen the impact Brian O’Kelley and the Scope3 team have had on the advertising and marketing supply chain, and we’re excited to double down on our investment based on the traction we’ve seen. We’re proud to deepen our partnership with Brian and support Scope3’s mission as we move toward a more sustainable future,” he added. 

Scope3’s funding round saw participation from existing investors Venrock, Room40 Ventures, and Craft Ventures, alongside new backers Aperiam Ventures and Virgo Strategic Investments.

Along with the funding, Scope3 also unveiled its open-source AI methodology, which tracks the environmental impact of the entire AI lifecycle. This tool helps companies develop data-driven strategies to reduce carbon footprints and optimise their AI investments.

Brian O’Kelley, co-founder and CEO of Scope3, explained, “AI and the media industry are soon going to be indistinguishable. The biggest AI players are monetising through advertising, just like the search giants before them, and every marketer is using AI to create the content that fuels their campaigns. That’s why extending our methodology to capture the climate impact of AI is imperative, both for our business and the industry as a whole.”

Since its 2021 launch, Scope3 has pioneered sustainable digital media, providing tools to help the media and advertising industries reduce carbon emissions without compromising ROI or business success. In fact, thousands of brands, including Coca-Cola, GM, Mastercard, and Sanofi, use Scope3 to decarbonise their media, avoiding nearly 3,000 metric tonnes of carbon emissions in 18 months.