Our Net Zero 2030 ambition

But radical decarbonisation of our business and value chain is only the first step. As an industry we have the ability to change the way that people think, feel and act. Being fanatical about consumer insight sits at the heart of everything we do. Imagine what we can do if we work together to both raise awareness of the climate crisis and inspire people everywhere to adopt a more sustainable lifestyle. That’s why at Dentsu International we are also committing to helping 1 billion people make better, more sustainable choices. Our aim is to enable consumers to embrace lifestyles that will ease the burden on our planet, and support brands to develop new strategies and campaigns that will help them meet the needs of a more conscious consumer.

It’s by working together that we can create a better future for all of us. 

Dentsu Net Zero – for lasting good.

Decarbonising media

As a global leader in media and digital communications, we also recognise the opportunity and responsibility we have to help our clients decarbonise their media spend, and we are committed to objectively and transparently assessing the emissions associated with our placement of digital advertising.

Quantifying the carbon emissions associated with digital media has, however, been a challenging exercise to date, with little accurate data to verify calculations. So, we partnered with Bristol University’s Department of Computer Science along with some of the world’s most innovative media companies to launch DIMPACT. DIMPACT is a web-based tool that calculates the greenhouse gas (GHG) emissions associated with serving media content – downstream from the point of content production, including the end user.

Our collaboration with DIMPACT is part of a wider workstream to interrogate the emissions associated with digital advertising on behalf of our clients. By working with our media and technology partners, we are building an accurate picture of the emissions associated with the placement of different digital media types. This will allow us to provide our customers with the verifiable data they need to assess the carbon impact of their own digital media strategies with dentsu and allow them to select lower carbon alternatives. This work will also allow us to, provide transparent data for reporting and decision making for our clients. Helping them to deliver on their own Net Zero ambitions.

Getting to Net Zero by 2030

Our Net Zero strategy is underpinned by a new Science Based Target aligned with limiting global temperature rise to 1.5°C above pre-industrial levels, committing dentsu to reducing our absolute Scope 1, 2 and 3 Greenhouse Gas emissions (GHG) by 46% by 2030 (from a 2019 base year).

By setting ambitious, science-based targets, as well as working with our ecosystem of clients, partners and suppliers, we will set about the radical decarbonisation of our entire value chain over the next decade. 

We will do this through five key areas:

Technology
We will assess, strategically select and then work directly with those key technology partners and suppliers that share our leading climate ambitions. Where possible we will collaborate with such partners to reduce emissions and stipulate the requirement to source 100% renewable electricity.

Flights
We will leverage corporate travel policies and increase our use of leading collaboration technologies to facilitate remote meetings and therefore reduce our reliance on flying our staff to global destinations for business. Where flying remains necessary, we will analyse and then choose more environmentally-friendly airlines and routes.

Research and Advertising
We will set an environmentally preferred policy which includes a list of preferred suppliers with emission reduction commitments, and establish ongoing dialogue with such material suppliers on data collection and emissions reduction initiatives. We will also ensure that procurement contracts stipulate the requirement to source 100% renewable energy.

Professional fees
As with research and advertising We will set an environmentally preferred policy which includes a list of preferred suppliers with emission reduction commitments, and establish ongoing dialogue with such material suppliers on data collection and emissions reduction initiatives. We will also ensure that procurement contracts stipulate the requirement to source 100% renewable energy.

Buildings and Fleet
We will ensure all dentsu buildings meet the leading environmental criteria in key markets, both in existing buildings and any new buildings going forward, and we will implement a global energy strategy  through which investments in energy efficiency can be focused. In support of our commitment to RE100, we will continue to be powered by 100% renewable electricity in all markets where we operate and collaborate with business to stimulate the production of renewables in every country across the globe.

Where we cannot decarbonise directly, we will work to offset any residual emissions. Where possible, we will focus our effort on offsetting projects that also deliver co-benefits aligned with dentsu’s wider Social Impact strategy and delivery of the UN Sustainable Development Goals.

Standards and reporting

We provide full and transparent disclosure of our progress to reaching Net Zero through CDP (formerly Carbon Disclosure Project). In 2019, we were awarded an A- rating, reflecting our strong performance in implementing our climate strategy to date. We also disclose environmental data via Ecovadis and were awarded a silver rating in 2020. We are signatories to the UN Global Compact and RE100, and we are listed on the DJSI and FTSE4Good.