Sanofi’s Eco-Friendly Initiatives in Media Buying Practices
Pharmaceutical giant Sanofi has been working towards making its media buying practices more eco-friendly, in line with the company’s commitment to improve healthcare products. Recognizing the urgent need to reduce carbon emissions in advertising strategies, Sanofi has focused on aligning itself with media partners and channels that uphold the same values of sustainability and environmental responsibility. This involves constant monitoring and assessment of the carbon footprint generated by the company’s marketing campaigns to promote a greener healthcare industry.
Collaboration with Cedara to Assess Carbon Emissions
As part of its initiatives, Sanofi has partnered with carbon intelligence platform Cedara to determine the carbon emissions generated by various media partners. Using Cedara’s data, the pharmaceutical company has successfully grouped publishers based on their carbon emissions and advertising effectiveness, enabling them to make informed decisions on which partners to work with. This strategic alliance helps Sanofi reduce its overall carbon footprint without compromising on the efficiency of its media campaigns.
Improved Efficiency and Reduced Environmental Impact Through Data-Driven Decisions
By leveraging Cedara’s data, Sanofi has been able to formulate a strategy that could reduce its carbon footprint by 10%-15% while simultaneously increasing efficiency by 20%. Cedara, in turn, is in the process of incorporating carbon emissions data into media buying practices. In collaboration with a supply-side platform (SSP), Cedara is offering brands an automated method of assessing the carbon emissions of their campaigns. This enables firms to make eco-conscious decisions while designing their advertising strategies, thereby minimizing environmental harm.
Addressing the High Carbon Footprint of Advertising
Global Head of Media, Digital, and Strategic Planning at Sanofi, Prasad Ghag, highlighted a concerning statistic: advertising contributes to 32% of an individual’s carbon footprint. In response, Sanofi has taken substantial steps to exclude publishers with high carbon emissions from its advertising roster, benefitting both the environment and the company’s advertising goals. This shift in advertising strategy underlines the company’s dedication to sustainability and corporate social responsibility, which also contributes to reducing the overall carbon footprint in the advertising industry.
MFA Websites as Major Carbon Emitters
Sanofi’s partnership with Cedara has allowed the company to identify MFA websites as significant carbon emitters, due to the high energy consumption caused by repeated verification procedures. In response, the two companies have collaborated to design strategies that help reduce the carbon footprint of such platforms while maintaining necessary security measures. This allows Sanofi to move closer to its goal of achieving net-zero emissions by 2045.
Focusing on Sustainable Platforms for a Greener Future
By actively working with eco-friendly publishers, Sanofi not only effectively communicates its message but also reduces its environmental impact. Avoiding carbon-intensive platforms showcases their commitment to corporate social responsibility, reflecting positively on the company’s brand image and reputation. This approach sets a strong example for other businesses seeking to create a more sustainable, greener future.
FAQ
What is Sanofi’s goal with its eco-friendly media buying practices?
Sanofi aims to reduce its carbon footprint by aligning with media partners and channels that uphold the same values of sustainability and environmental responsibility, with a goal of achieving net-zero emissions by 2045.
How is Sanofi collaborating with Cedara to assess carbon emissions?
Sanofi has partnered with Cedara, a carbon intelligence platform, to determine the carbon emissions generated by various media partners, allowing them to make informed decisions on which partners to work with and reduce their overall carbon footprint.
What are the benefits of Sanofi’s data-driven approach to media buying?
By leveraging Cedara’s data, Sanofi can potentially reduce its carbon footprint by 10%-15% while simultaneously increasing efficiency by 20%. This allows the company to make eco-conscious decisions in its advertising strategies while minimizing environmental harm.
What concerning statistic about advertising was highlighted by Sanofi’s Global Head of Media, Digital, and Strategic Planning?
Prasad Ghag pointed out that advertising contributes to 32% of an individual’s carbon footprint, emphasizing the importance of reducing carbon emissions in the advertising industry.
How does Sanofi’s partnership with Cedara help identify major carbon emitters in media?
Sanofi’s partnership with Cedara has allowed the company to identify MFA websites as significant carbon emitters, due to the high energy consumption caused by repeated verification procedures. This insight helps Sanofi design strategies to reduce the carbon footprint of such platforms.
How does focusing on sustainable platforms contribute to Sanofi’s brand image?
Actively working with eco-friendly publishers not only effectively communicates Sanofi’s message but also showcases their commitment to corporate social responsibility, reflecting positively on the company’s brand image and reputation, and setting a strong example for other businesses.
First Reported on: adweek.com
Featured Image Credit: Photo by Nataliya Vaitkevich; Pexels; Thank you!
