The Volvo Car Group says it has broadened its focus to ensure climate change and sustainability becomes as engrained in the company culture as safety has been.
Volvo Car Australia is supporting a new initiative by its media agency, Mindshare, and parent company GroupM Australia, designed to reduce the environmental impact of its digital media spend and make advertising more sustainable.
GroupM Australia’s agencies Mindshare, Wavemaker, MediaCom and Essence have taken the first step to decarbonise the media supply chain by partnering with Good-Loop, a B-Corps certified advertising platform, to measure, offset and reduce the carbon cost of clients’ digital campaigns.
The partnership will establish GroupM as the first agency holding group in Australia to offer carbon offsetting and climate-positive activities across Display and Online Video, including reforestation, habitat protection and coral reef restoration.
“As a mobility provider we recognise that we’re part of the problem of climate change and have a responsibility to act,” Volvo Car Australia managing director Stephen Connor says.
“Volvo is pleased to support the carbon offsetting initiative launched by GroupM Australia, which is in line with our commitment to being part of the solution to address climate change by reducing our direct and indirect emissions.
“Through this partnership through our media agency Mindshare, it means we can begin to pay forward by participating in climate positive activities like tree planting that will actually help us reduce CO2.”
“This is part of our ambition to become a climate neutral company by 2040, as we work to consistently cut carbon emissions across our business. We seek to reduce the lifecycle carbon footprint per average car by 40% by 2025, including through reducing carbon emissions in our supply chain by 25%, by 2025.
“I look forward to supporting this initiative in Australia as part of our global ambitions on climate change,” he says
“Digital media might not be the first thing that comes to mind, but we know that every ad and every impression has a carbon impact. Ultimately, the goal is to reduce carbon emissions, and right now, we can now offer our clients a simple solution to first measure, and then offset carbon emissions from digital media campaigns, and then move towards climate positive activities,” GroupM Australia and New Zealand chief executive Aimee Buchanan says.
“Volvo understood and embraced this initiative from the get-go, and we’re pleased to have them as a partner on this journey,” she says.
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