Digital marketing is often seen as a low-impact alternative to traditional advertising. No paper, no printing, no logistics. But beneath the surface of every email campaign, website visit, and ad impression lies a hidden carbon footprint. As climate consciousness grows, it is time for marketers to think not only about their reach, but also about their environmental impact.

The Carbon Cost of Digital Activity  

The internet accounts for approximately 3.7% of global greenhouse gas emissions, more than the aviation industry. Websites, email servers, cloud storage, video streaming, and targeted ads all consume energy, much of which is still powered by fossil fuels. For example:

When multiplied by the billions of interactions that make up a digital campaign, these numbers matter.

Designing Greener Campaigns

Sustainable digital marketing does not mean scaling back results; it means being smarter with design and distribution. Here are some strategies:

The Opportunity for Leadership Brands that lead on digital sustainability send a strong message about their values. Transparency in emissions, responsible data use, and mindful messaging can build deeper trust with increasingly eco-conscious audiences.

Case Study: three&six – A Digital Agency Taking Responsibility three&six, a digital marketing agency focused on hotel and resort campaigns, provides a strong example of accountability in digital sustainability. Despite being a fully remote team, they proactively assessed their emissions using the UK Government Carbon Reduction Plan framework.

In 2023, their total Scope 3 emissions amounted to 11.07 tonnes of CO₂e, primarily from business travel and homeworking. Their website, www.threeandsix.agency, was rated "D" for carbon intensity, generating 0.58g CO₂e per page view — slightly better than the global average "E" rating. Importantly, the site is hosted on servers powered by renewable energy.

three&six’s goal for 2024 is to cut emissions by 10%, expand Scope 3 reporting, and train staff on sustainability. They are also choosing to offset four times their actual emissions and invest in global projects aligned with the UN Sustainable Development Goals. Their path to Net Zero by 2045 includes revisiting baseline data to account for expanded measurement and reducing 

Digital marketing is powerful, and with that power comes responsibility. By adopting more sustainable practices, marketers can amplify their message while aligning with the urgent global mission to reduce carbon emissions. It is time to put climate impact on the dashboard alongside clicks and conversions.