Event planning / 3 minute read

Digital events aren't always greener... Know your DIMPACT

Written by Lydia Chenhall

28 February 2023

Going digital sounds like the way forward, what with us all glued to screens almost every second of the day. But that doesn’t technically mean you’re going green. According to DIMPACT.org, a collaborative project with world-class researchers from the University of Bristol and twenty-two of the world’s most innovative media and technology companies, increased consumption of digital services is leading to an increase in the energy use and carbon footprint of the digital media sector.

But this doesn’t mean it solely affect the digital sector, because we all use digital services and platforms on the daily. So, with that in mind, what do you know about the digital impact your creative and logistical choices have on the planet?

What does DIMPACT actually measure?

Knowing your DIMPACT helps you to measure against other, more traditional methods, like your carbon offsetting, sustainability and even your scope 3 emissions that you need to stay on top of. The DIMPACT project aims to develop an online tool that takes the complexity out of calculating the carbon emissions of the downstream value chain of digital media content.

Traditional methods of mapping your carbon footprint when it comes to digital services like advertising and broadcasting can be difficult because it’s all so complex, and it can be hard for these tools to take this into account.

Instead, they rely largely on high-level accounting methods (aka your financial spend and sectoral average emissions) for the majority of the supply chain, combined with highly simplified modelling of end user behaviours and devices to assess their emissions.

DIMPACT is a powerful tool that looks to tackle this issue, letting participating companies understand their ‘downstream’ carbon impacts, right through to the end user. And with all that handy information, they’ll be able to make informed decisions to reduce the overall carbon footprint of their digital services.

Digital events aren’t always greener

When it comes to events, it can be easy to assume that going digital is a whole lot greener than physical elements with the likes of app registration, virtual reality and hybrid solutions. But that’s not strictly true. Data-heavy activations that are streaming across the globe with overlaying games, videos and animations could have a greater impact than what it would if it were an in-person event, because of where all this data travels.

Finding the ultimate sustainable solution, without reducing the quality of your event, isn’t always going to be easy, especially as the industry landscape is constantly changing, innovative solutions are ever evolving and audience expectations continue to rise. But even still, the answer to maximising your sustainable impact often lies somewhere in the middle of digital and physical

DRPG Creative Director, Tommy Moore, discusses what DIMPACT entails, how it impacts your creative communications strategy and how it can help your business grow in a sustainable manner.

How can I know my DIMPACT and make use of it going forward?

  • Sign yourself up to DIMPACT.org for a balanced view

  • Ask yourself if you’re taking your digital impact seriously?

  • Make sure to educate all team members on DIMPACT and incorporate this into your onboarding programme

  • Ask yourself if you’re taking a broad, holistic view on what’s fair for you as a business and the planet we live on

Now you’re a little more clued up on your DIMPACT, it’s time to take this big creative ideas and look to implementing sustainable choices and strategies into your business. But if you need a hand making your business a little more sustainable, we’re always here to help.