The Tesco Carbon Calculator

Tesco’s vision is to ‘Serve customers, communities and planet a little better every day’. They were the first UK business to set a carbon zero goal back in 2009 and the business aims to be carbon neutral by 2035.

With an average of £86m of paid media a year Tesco recognise the impact their media has on the planet and were one of the first brands to use GroupM’s Carbon Calculator.

But with a £147m owned media estate used in all marketing campaigns, creating green media plans didn’t contribute to Tesco’s carbon neutral goals as much as media and marketing could.

Tesco, MediaCom and Group M re-calibrated the Carbon Calculator to also incorporate Tesco’s 450 owned formats allowing Tesco to create green marketing plans not just green media plans.

This has already moved the goalposts for the industry with Tesco leading way in not just being Ad Net Zero but Marketing Net Zero. Full marketing system accountability should the hygiene factor that all advertisers strive for today.