Digital activities have a significant and rapidly growing energy footprint. According to French think tank The Shift Project, “spending 10 minutes watching a high definition video by streaming on a smartphone is equivalent to using a 2,000W electric oven at full power for 5 minutes.”

Magic Lasso, touted as “the fastest, most efficient Safari and YouTube ad blocker available,” estimates that 2% of global carbon emissions can be directly attributed to digital advertising.

L’Oréal, the world’s fourth-largest advertiser, says it is working on ways to measure and reduce CO2 emissions generated by digital activities. Key partnerships in this area include:

IMPACT+, a French Sustaintech startup that allows us to measure our digital media carbon footprint;
ADGREEN, a Greentech partner that allows us to measure the baseline carbon footprint of our content production shoots; and
FRUGGR, a French startup that allows us to measure our website’s carbon footprint.

L’Oréal Is Leveraging GenAI, Partnering With Meta To ‘Unleash Technological Creativity’

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