Volvo backs plan to offset advertising carbon emissions

Volvo Car Australia has become one of the first companies in the country to reduce the environmental impact of its digital advertising, continuing a decades-long focus on engraining climate change and sustainability into company culture.

Volvo's 2021 "Ultimate Safety Test" global advertising campaign was a stark reminder that the biggest threat to our safety isn't on the road - climate change is the ultimate safety test.

Volvo Car Australia has thrown its support behind an initiative from its media agency, Mindshare, and parent company GroupM Australia, which will make advertising better for the planet.

GroupM Australia's agencies Mindshare, Wavemaker, MediaCom and Essence partnered with Good-Loop, a B-Corp certified advertising platform, to measure, offset and reduce the carbon cost of clients' digital campaigns.

The partnership will establish GroupM as the first agency holding group in Australia to offer carbon offsetting and climate-positive activities like reforestation, habitat protection and coral reef restoration across any ad bought online for Display and Online Video.

"As a mobility provider we recognise that we're part of the problem of climate change and have a responsibility to act," Volvo Car Australia’s Managing Director, Stephen Connor, said.

"Volvo is pleased to support the carbon offsetting initiative launched by GroupM Australia, which is in line with our commitment to being part of the solution to address climate change by reducing our direct and indirect emissions. By reducing emissions across our entire value chain, we are aiming to become a climate-neutral company by 2040. We want to be a force for good and have a positive impact on society.

"This means doing the right thing when conducting business, and the expectations we place on business partners like GroupM Australia.

"By rolling out a new family of pure electric cars in coming years Volvo aims to become a fully electric car maker by 2030, which is one of the auto industry's most ambitious electrification plans.

Aimee Buchanan, GroupM Australia & New Zealand CEO, said: "In our ambition to be responsible for shaping the next era of advertising and making advertising work better for people, ensuring that we make advertising more sustainable is key. We've launched Alpha, as a whole of business strategy because we believe we have a responsibility to take positive action for the current generation of kids - Generation Alpha.

“There is no greater motivation than that. Helping decarbonise digital media in Australia is the first step. Digital media might not be the first thing that comes to mind, but we know that every ad and every impression has a carbon impact. Ultimately, the goal is to reduce carbon emissions, and right now... Volvo understood and embraced this initiative from the get-go, and we're pleased to have them as a partner on this journey."