The advertising sector is increasingly criticized from an ecological point of view. However, do you think that nowadays a company could do without advertising? These criticisms are all the more to be taken with tweezers, because many lies circulate, conveyed by ecological associations.
However, it would also be dishonest to say that advertising has a reduced ecological impact. It is therefore important to understand the consequences and to compare them according to the advertising solutions and their economic consequences.
WHAT IS THE ECOLOGICAL IMPACT
The ecological impact is a rather vague notion. It is also found under the notions of environmental impact or ecological footprint. According to Wikipedia: environmental impact refers to all the environmental changes caused by one or more organisms and one or more products, from its design to its “end of life”.
We understand that this refers to the consequences for the planet and its ecosystem, but how do we assess it? Many also tend to reduce the ecological impact of energy consumption. However, many other elements must be taken into account, such as the consumption of raw materials, waste, and greenhouse gas emissions.
This is why it is very difficult to accurately assess the ecological impact. This is all the more true for advertising because it affects different media. Each of these media also has specific characteristics. Indeed, print is different from outdoor advertising, advertising on television, or even on the Internet. One will have more waste, while for the other, it will mainly be electricity consumption.
ECOLOGICAL CONSEQUENCES OF ADVERTISING
As mentioned above, there are different advertising sectors, each with a different impact. Advertising is not neutral and understanding the impact of each media can also guide your choices.
Print, for example, is a major producer of paper and ink waste. Some ecological associations had estimated 31kg of leaflets per year and per letterbox, then thrown in the trash. Similarly, Oxialive observed in 2010 the management of a 4/3 panel generated 7,640 kilos of carbon emissions (Versus 323.1 for a giant SMD Screens).
This is explained by the repeated impression of visual supports, the urban journey linked to their installation, and their disposal.
Other sectors will mainly focus on energy consumption. We are thinking in particular of advertising screens, TV broadcasting or internet advertising. By way of comparison, a KPMG study on DOOH showed, for example, that advertising screens represented 0.1% of the energy consumption of the information and communication technology sector in France.
50% of this consumption is generated by the DATA Center networks which host certain advertising. Regarding the other distribution tools, televisions and audiovisuals represent 28% of energy consumption and 22% of computers and smartphones. Reported to the volume of audience, advertising screens are therefore 1.5 to 3 times less energy-intensive than online or television advertising. However, according to Ademe, this consumption for screens still represents 20,477 kWh over 10 years.
ECONOMIC ROLE OF ADVERTISING
Advertising has become an engine for economic growth in society. Indeed, it is a pure product of our consumer society and free competition. Indeed, advertising whatever it is is a necessary tool for the visibility of a company. This ranges from pre-signs to business cards, to web ads. It is indeed difficult to imagine that a company will be sustainable if it does not work to ensure at least its visibility.
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