How Vodafone Slashed Scope 3 in Advertising by a Third

Vodafone has slashed its media and advertising carbon footprint by over a third in just one year.

The reduction spans 13 markets and follows the establishment of a clear benchmark for media-related greenhouse gas (GHG) emissions.

The company’s global guidelines, aimed at mitigating emissions, reflect its commitment to halving its value chain emissions by 2030 and achieving net zero by 2040.

In October 2022, Vodafone launched its Sustainable Media Programme, a pioneering initiative designed to reduce emissions tied to its global media and advertising activities. This award-winning programme underpins Vodafone’s broader sustainability targets, supporting its ambitious plan to tackle emissions across its value chain.

Collaborating with marketing agency Dentsu and carbon management software provider Cozero, Vodafone assessed the climate impact of both digital and traditional media activities in 2023.

The analysis spanned 13 markets and channels, including TV, cinema, newspapers, magazines, billboards and digital platforms such as social media, video and search.

The results were striking. Vodafone quantified 85% of its media-related activities, establishing a baseline of 16,958 tonnes of CO2 equivalent (tCO2e). This equates to the emissions generated by approximately 3,800 round-trip flights from London to Cape Town.

By refining its practices, Vodafone reduced its quarterly media emissions from 7,311.56 tCO2e in Q3 FY23 to 4,855.27 tCO2e in Q3 FY24—a 34% reduction.

Anne Stilling, Vodafone Group Director of Brand & Media, explains: "Vodafone has ambitious targets to achieve net zero across its entire value chain by 2040.

"Our industry-leading Sustainable Media Programme will play a key role in mitigating our Scope 3 emissions through ongoing benchmarking and improving the carbon impact of our advertising and media activities.

"By partnering with organisations like the WFA to share our experience, Vodafone can also help the wider advertising industry develop and implement consistent standards to measure and reduce media carbon footprints."

Insights from media emissions analysis

The study also uncovered the energy intensities of different advertising channels.

Cinema and outdoor digital billboards, categorised as Digital Out Of Home, emerged as the most energy-intensive channels per unit of advertising impact. Conversely, traditional TV—though responsible for the highest total emissions—proved to be among the most efficient in emissions per unit of impact.

These findings have helped Vodafone refine its Sustainable Media Guidelines, which include practical actions to minimise emissions across various channels:

• Onscreen: Use shorter videos to lower playback energy, target specific audience segments and schedule ads during peak attendance.
• Out of home: Partner with suppliers prioritising sustainability, reduce file sizes for digital displays and zone ads for maximum audience relevance.
• Print: Evaluate paper and printing emissions, work with suppliers using clean energy, and employ targeted audience strategies.
• Online: Optimise video files, reduce ad waste and prioritise streaming over downloading for ads.
• Audio-visual: Schedule shorter videos on Wi-Fi networks and collaborate with broadcasters on sustainable ad placement.

Vodafone has also implemented a carbon measurement dashboard, enabling teams to track the climate impact of media planning and buying decisions.

Vendors and partners are encouraged to report their emissions-generating activities, fostering transparency across the value chain.

A roadmap to net zero

Vodafone’s commitment to sustainability is further demonstrated in its Climate Transition Plan, published in May 2024. This plan outlines key actions for FY2025–27, driving progress towards net zero.

Vodafone Group CEO Margherita Della Valle summarises the challenge ahead: "We have established Vodafone’s climate ambitions – to reach net zero by 2040.

"Now we are focused on the most challenging part: executing the plan to achieve our goals and make the transition to a low-carbon economy."

Vodafone’s goals for 2030 include cutting operational emissions (Scope 1 and 2) by 90% and halving value chain emissions (Scope 3).

By refining its practices and setting a clear path forward, Vodafone aims to lead the advertising industry in sustainable transformation.

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