群邑-全球媒体脱碳框架（英）.pdf

CALCULATING A CLEANER FUTURE NOW: A UNIFIED METHODOLOGY FOR ACCELERATED MEDIA DECARBONIZATION A GROUPM REPORT J U L Y 2 0 2 2 Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media Decarbonization 1 EXECUTIVE SUMMARY GroupM 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 2025 and its value chain (Scope 3) by 2030. This commitment includes the media GroupM buys on behalf 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). 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