The urgent call for sustainability in the advertising industry resonates louder than ever. Amidst this call, it's time to shatter the veil of 'greenhushing' and translate intentions into impactful actions. The truth is, our industry's ecological impact is undeniable, with online advertising contributing to a staggering 10-20% of internet energy consumption - surpassing even the carbon footprint of air traffic. It's a wake-up call for all of us to cease the greenwashing charade and proactively contribute to a greener future.

You may be thinking, WTF is ‘greenhushing’!? It's a term that sits on the flip side of greenwashing. While greenwashing involves companies falsely claiming environmental progress without evidence, greenhushing is its subtle counterpart. It's the silent inhibition preventing more individuals and businesses from taking substantial action in our industry. Greenhushing is the unspoken fear that lingers when considering promoting sustainability efforts, rooted in the worry of getting it wrong and being accused of greenwashing.

We can’t all be environment experts, but that doesn’t mean every real effort doesn’t count for something. Now is the time to stop the greenhushing and take real action. Online advertising's CO2 consumption is a significant contributor to our industry's carbon footprint and it's time to confront this challenge head-on. We know full well that it can be overwhelming, so here’s The Digital Voice™’s quick start guide on where to begin: 

Acknowledging the Problem:

Being aware of your environmental impact within the industry is always an appropriate starting point. Educate yourself on your company’s footprint, where it originates, and how to address it. Companies need to be doing more of this in 2024: calling themselves out and taking action.

Measure and Prioritise:

The start of the solution lies in taking small steps and measuring where the quick-fix, low-hanging fruit lies —identifying the small, impactful changes that collectively can make a substantial difference. Once you’ve got a few fixes down, you can give more time to the bigger issues, comfortable in the knowledge you’ve made a significant start. 

Individual Footprint Accountability:

Consider your personal contribution to the industry's carbon footprint as well as your company’s. Assess how your own actions can align with wider company sustainability goals, and don’t forget to set a few personal ones!

Collective Industry Action:

Contemplate how, collectively, the industry can work together to reduce its footprint. Is it through new guidelines? Is it through inspiring others and offering advice? We need to start being more proactive, and by breaking it down into actionable choices the whole industry can take, what seems like a mountain climb will soon look more like an easy stroll. 

The alarming fact that online advertising produces more carbon emissions than air traffic underscores the need for these types of measures to be taken now. Data transfer increases by 20% each year, and until recently, the industry hadn't sought solutions. Now, the question is: by taking these steps, can we start to envision a greener future?

In the latest episode of Off Record, On Point, we had the privilege of delving deep into conversation with SeenThis’ Chief Product Officer, Gabrielle Persson on why she thinks the answer is yes. Together, we explored her insightful perspective on the intersections of advertising and sustainability—reflecting on our industry's journey and the path forward for both our sector and the planet. Demystifying terms such as greenwashing and greenhushing, she sheds light on how SeenThis’ technology serves as a catalyst for companies seeking to elevate the quality of their digital advertising while minimising carbon emissions, as well as actions every company can look to take in 2024 to work towards a greener, better future for the advertising industry

Want to start taking action? Listening to our episode is a good place to start! You can also check out the episode spotlight on our podcast page for more information and resources. 

Amber O’Neill is the Content Manager at The Digital Voice PR Agency and has a strong foundation in PR and media through her Bachelor of Arts degree in Media and Communications with Political Studies from the University of Sussex.  She also holds a Masters degree in Journalism and Documentary Practice and has been working in the media and communications industry since graduation