fifty-five expands sustainability offering with new carbon footprint reduction methodology

fifty-five, an international consulting firm specialising in data, is expanding its offering to include optimisation of brand websites and their measurement tools based on carbon footprint reduction and sustainability goals.

The new methodology was developed as the outcome of a new study on the carbon footprint of brand websites, with a focus on their measurement tools, having identified this as an area that is often overlooked. The latest study builds on fifty-five’s pioneering open-source study on the carbon footprint of digital advertising from 2022.

Based on knowledge of digital processes, case studies drawn from experience, well-known emission factors in the digital domain and information from a solution provider in the sector, fifty-five has defined a method for calculating and reducing the carbon footprint of brands’ website activities.

fifty-five’s approach to carbon footprint reduction combined two elements: maximising site efficiency for sustainable impact and minimising the carbon footprint of measurement.

• Maximising site efficiency: By applying eco-design practices and removing superfluous elements from the site, it is possible to reduce the carbon footprint by a third. This could include removing unused functionalities, reviewing non-optimised resources and avoiding redundant processes. 
• Minimising carbon footprint of measurement tools: By breaking down existing analytics processes, fifty-five’s researchers were able to more accurately access carbon impact. The firm identified tangible solutions to lighten the weight of browser libraries and facilitate collection maintenance. The team also identified benefits attached to server-side architecture providing client-side duplication is avoided. 

Pierre Harand, co-CEO at fifty-five, said: “Environmental responsibility is at the heart of our concerns. In 2022, we set up our own internal emissions monitoring system and defined an action plan to reduce our emissions by 55% by 2030 – to date, we have succeeded in reducing them by 18% worldwide. Our study is part of this drive to measure our global impact so that we can reduce it in collaboration with our customers and the rest of the market.”

Ludovic Moulard, Global Sustainability Director at fifty-five, added: “After many years spent exclusively serving marketing issues, we have broadened our data expertise to serve sustainable development issues, which are particularly valuable to us. Thanks to our multi-disciplinary expertise and ESG management tools, we can now help our customers optimize their digital and global activities, for a more responsible future.”

Source: fifty-five

  Agency, Carbon Footprint, Digital Advertising, fifty-five, Sustainability