#Japan #Minato-ku, Tokyo #Dentsu Group #Decarbonization Initiative #Carbon Calculator

Dentsu Group's Initiative for a Sustainable Advertising Industry

Dentsu Group, a prominent player in the Japanese advertising and marketing sector, has embarked on an innovative journey towards sustainability. In a groundbreaking partnership with the Japan Advertising Agency Association (JAAA), Japan Ad Content Production Association (JAC), and Japan Event Industry Promotion Association (JACE), they aim to reduce carbon emissions in the advertising realm. This initiative marks a significant step forward in the joint development of a 'Carbon Calculator' designed specifically for the industry.

The Essence of the Carbon Calculator

The primary goal of this initiative is to create a framework that allows for the visibility and calculation of greenhouse gas (GHG) emissions associated with advertising activities, including production and events. By establishing a common platform that can be utilized across different sectors of the industry, Dentsu Group seeks to provide a transparent method for measuring emissions, thus facilitating collective efforts towards a more sustainable future.

With the rising importance of GHG emissions reduction in corporate operations, there's an urgent need for the advertising and marketing sector to develop robust systems to measure and manage their emissions during production and event execution. The Carbon Calculator will serve as a solution for advertising agencies, production companies, and event organizers to assess their environmental impact accurately.

Building on the Decarbonization Initiative

This collaboration aligns with Dentsu Group's 'Decarbonization Initiative for Marketing (DIM),' announced in 2023, which underscores the importance of reducing GHG emissions associated with marketing communications in Japan. This initiative advocates for the unified goal of minimizing the environmental footprint of advertising activities. Dentsu, along with its subsidiaries, including Dentsu Creative Pictures and Dentsu Live, are actively participating in this initiative, emphasizing the need for sustainability across advertising, production, events, and marketing sectors.

Development and Implementation

The Carbon Calculator's development is currently based on both international standards and local practices, aiming for a comprehensive design that will later undergo fine-tuning and validation. Furthermore, guidelines will be formulated to ensure that all stakeholders involved in advertising production can reference them effectively. By providing these resources, Dentsu Group aims to promote transparency and accountability in the industry, facilitating broader usage and engagement.

Commitment to a Sustainable Future

Dentsu Group recognizes the essential role sustainability plays in its corporate purpose, encapsulated in the phrase 'an invitation to the never before.' Their strategic approach focuses on value creation, aiming to address pressing social issues through innovative ideas that emerge from business activities. This strategy strives to integrate both financial and non-financial aspects, ultimately enhancing the overall corporate value.

As a B2B2S (Business to Business to Society) organization, Dentsu Group is committed to collaborating with a range of stakeholders—including businesses, governments, and civil society—to address social challenges effectively. This ongoing project is not simply a response to environmental pressures but a proactive move towards reinforcing the industry's responsibility and integrity.

In conclusion, Dentsu Group’s initiative to create a Carbon Calculator signifies a pivotal shift in the advertising and marketing industry’s approach to sustainability. By leading with accountability and innovation, Dentsu Group is paving the way for a more responsible and environmentally friendly future in advertising.

If you have inquiries regarding this initiative, please reach out to Dentsu Group's Corporate Communication Office at [email protected].