NFTs, metaverse, gaming, social media–reality is shifting bit by bit into the virtual and digital, and the fashion industry is taking part. It has long been possible to dress avatars in digital designer outfits, equip virtual, limited-edition sneakers with digital certificates, or stream fashion content in endless loops. And because none of this is 'really' produced, but 'only' programmed, the idea has crept in that the digital space is a per se sustainable world. Far from it. Because the enormous amounts of data that are stored and transported in streaming, etc., consume electricity and energy and increase our carbon footprint.
Part of it all are also influencers and their created (video) content, which consumes energy. Berlin-based influencer marketing agency Buzzbird wants to take on this problem and measure the carbon footprint of influencer campaigns in order to subsequently offset it.
In partnership with the Media4Planet platform, which develops sustainable, scalable media models, the emissions generated by collaborations between influencers and brands are determined using a special calculation model. This takes into account, for example, whether the content is video, how expensive the production is, and how large the media reach is. If desired, the carbon footprint of influencer campaigns can also be measured retrospectively.
The goal is to reduce CO2 emissions through the use of renewable energies and energy efficiency measures. Where emissions cannot be completely avoided, companies should be able to offset them through special certified climate protection projects via Media4Planet in cooperation with ClimatePartner and other providers.
The aim is to establish the CO2PM as a sustainable media KPI and thus support the communications industry in becoming climate-neutral by 2025.