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Greener Clicks: How to Reduce Your Environmental Impact with Sustainable Digital Marketing
Julie Starr • March 31, 2025
In the race to decarbonize our world, one area often overlooked is digital marketing. While it might seem inherently clean compared to print or physical campaigns, our online activities have a real and measurable environmental footprint. From servers powering your website to emails filling up inboxes, every click, stream, and scroll contributes to carbon emissions. At Taiga Company, we believe digital strategies can be powerful and low-impact. Here’s how to get started.
Optimize for a Low-Carbon Web
- Why it matters: Websites and digital ads are hosted on servers that consume electricity, often powered by fossil fuels. Every time a user loads your site or ad, it uses energy.
- How to reduce your impact:
- Host green: Choose web hosts that use renewable energy or offset emissions.
- Clean up your code: Streamlined, efficient code reduces load times and energy use.
- Compress and reduce images: Smaller files mean faster pages and fewer emissions.
- Limit heavy media: Videos and animations are carbon-intensive; use them mindfully.
A faster, leaner website isn’t just better for the planet—it also boosts SEO and user experience.
Email Marketing with Intention
- Why it matters: Every email sent, received, and stored requires energy. Multiply that by millions of sends, and the impact adds up.
- How to reduce your impact:
- Clean your lists: Remove inactive subscribers to avoid waste.
- Segment wisely: Only send emails to those who will truly benefit.
- Use plain-text when possible: It’s lower in data and often more accessible.
- Reduce frequency: Send fewer, higher-quality emails with genuine value.
Intentional emailing reduces not only emissions but also improves deliverability and engagement.
Sustainable SEO and Content Strategy
- Why it matters: Search engines crawl, index, and serve up billions of web pages daily. Thoughtless content and bloated sites add to the load.
- How to reduce your impact:
- Create evergreen content: Focus on high-quality pages that stay relevant longer.
- Streamline your site structure: Fewer clicks to find content = less energy use.
- Use minimal plugins and scripts: Especially ones that load on every page.
- Green your CMS: Some content management systems are more resource-efficient than others.
Sustainable SEO isn’t just eco-friendly—it’s good strategy. Fewer, better pieces often perform better than content mills.
Rethink Marketing Automation
- Why it matters: Automated emails, ads, and data syncing can create a lot of digital clutter. That clutter eats up storage and energy.
- How to reduce your impact:
- Audit regularly: Retire old workflows and outdated automations.
- Optimize syncing: Reduce how often and how much data is transferred.
- Segment with purpose: Better targeting means fewer wasted sends.
- Use expiration dates: Don’t let outdated content or assets live forever.
Efficient automation can reduce emissions and improve performance.
Digital marketing isn’t going away—and it shouldn’t. It offers powerful tools for connection, education, and growth. But like all tools, it can be used more sustainably. At Taiga Company, we’re committed to helping organizations lower their environmental impact without sacrificing reach or results. Sustainable digital marketing is not only possible; it’s essential.
Ready to make your marketing aligned with your company's corporate sustainability plan? Let’s start the conversation.
At Taiga Company, we work alongside brands who are not only doing the hard work of sustainability—but are learning how to talk about it in ways that connect with their stakeholders. This World Water Day , we’re reflecting on how leading beverage companies are advancing bold water stewardship goals and communicating those efforts clearly, thoughtfully, and strategically across digital platforms. Water is foundational to the beverage industry. From ingredient sourcing to packaging to community health, it’s a resource that demands attention—not just in terms of conservation, but in terms of how that commitment is shared with consumers, investors, regulators, and partners. Below, we’re highlighting three beverage companies whose recent water stewardship actions—and storytelling—stood out. PepsiCo: From Field to Community, Global Water Replenishment in Action PepsiCo launched 16 new water replenishment projects across nine countries in 2024 alone, restoring more than 1.7 billion liters of water to local ecosystems. These projects are practical and people-centered—ranging from irrigation efficiency in Texas to sustainable farming practices in the Dominican Republic. What stood out: clear project data, human-focused storytelling, and alignment with global frameworks. PepsiCo’s water webpage provides easy access to targets, progress updates, and case studies, helping stakeholders understand both the “why” and the “how.” Suntory Global Spirits: Water at the Heart of the Brand Suntory’s brands—from Maker’s Mark in Kentucky to Yamazaki in Japan—share a common origin: water. The company’s commitment to being net water positive by 2050 isn’t just a corporate goal—it’s integrated into brand storytelling, on-site conservation efforts, and supplier engagement. Their message is rooted in authenticity: water isn’t just an operational input, it’s an essential ingredient in their identity. Learn more on Suntory’s efforts via their LinkedIn post . Asahi Group Holdings: Building Local Water Resilience Together In the Netherlands, Asahi’s Koninklijke Grolsch partnered with stakeholders in the Twente region to develop a local water platform focused on reducing consumption and innovating wastewater reuse. This goes beyond operational efficiency—it’s about building water resilience within a shared ecosystem. Their community-first framing and long-term investment approach were key themes in this post . Why This Matters At Taiga Company, we believe that sustainability actions only go as far as their ability to be understood, felt, and trusted. Communicating water stewardship isn’t just about reporting metrics or sharing photos of wetlands (although both can help). It’s about giving stakeholders the context they need to see a company’s values in motion—clear commitments, thoughtful execution, and measurable impact. If your team is evolving its water strategy—or simply looking for better ways to communicate what you're already doing—we’d love to be part of that conversation.
In an era where information moves at the speed of a click, businesses are facing new challenges in ensuring the integrity of their communications. Recent policy changes at platforms like Meta, which are stepping away from traditional fact-checking mechanisms , have significant implications for brand reputation and public trust. Companies must now take proactive steps to verify the accuracy of their messaging and maintain credibility in an increasingly complex digital landscape. The Consequences of Reduced Fact-Checking on Brand Trust With fewer checks and balances in place on social media platforms, misinformation can spread unchecked, directly impacting public perception. A single misleading post—whether shared unintentionally or as part of a disinformation campaign—can tarnish a company’s reputation, erode consumer confidence, and even result in legal repercussions. In industries such as sustainability and Environmental, Social, and Governance (ESG), where credibility is paramount, businesses must be especially vigilant in safeguarding their public image. Misinformation has led to widespread skepticism, forcing brands to double down on transparency. Additionally, reduced content moderation is allowing false narratives to thrive, posing risks for companies striving to maintain credibility. Why Internal Fact-Checking Teams Are Essential As traditional fact-checking mechanisms weaken, organizations must take control of their own truthfulness by establishing internal fact-checking teams. These teams can: Vet all outgoing communications, from press releases to social media posts, to ensure they are factually accurate. Monitor for false information circulating about the company and swiftly respond to correct the record. Collaborate with reputable third-party fact-checkers and industry experts to validate claims before publication. Best Practices for Engaging Audiences & Correcting Misinformation To navigate the evolving social media landscape, brands should adopt best practices that reinforce their commitment to truthfulness: Be Transparent – Share sources and data to back up claims in social media posts and corporate communications. Respond Quickly & Clearly – When misinformation spreads, address it promptly with clear, fact-based corrections to prevent false narratives from taking hold. Engage Thoughtfully – Avoid reactionary responses and instead provide well-researched, constructive engagements when countering false claims. Educate Audiences – Use social platforms to promote media literacy, helping followers recognize misinformation tactics and seek reliable sources. Partner with Fact-Checking Organizations – Collaborate with established fact-checkers and advocacy groups to enhance credibility and reinforce public trust. Upholding Integrity in the Age of Misinformation At Taiga Company, we recognize the importance of transparent and responsible communication, particularly as we navigate sustainability and ESG topics. The shift in social media’s approach to fact-checking presents challenges, but it also creates an opportunity for companies to lead by example. By committing to rigorous fact-checking, swift misinformation response strategies, and proactive audience engagement, businesses can maintain trust and reinforce their credibility in an era of information uncertainty.