Creating a Sustainable Future with lmno
At lmno, we recognize our responsibility as stewards of the planet, dedicated to fostering a better environment for current and future generations.
In an era of digital innovation, it may come as a surprise that the digital advertising industry is a larger emitter of greenhouse gasses than the airline industry. The vast network of servers powering digital media production, coupled with the immense energy consumption and associated costs, contributes significantly to this environmental challenge.
Our Commitment to Sustainability
We are proud to announce that lmno has become the first agency in Canada to embrace the Net Zero Challenge, positioning us among the first 100 businesses in the country to do so.
Our commitment to sustainability revolves around a comprehensive plan consisting of three key steps:
1
Understanding Our Carbon Footprint:
We diligently monitor our total carbon footprint and regularly assess its impact.
2
Reducing Carbon Emissions:
Through innovative thinking, we strive to minimize our carbon footprint wherever possible.
3
Carbon Offset Initiatives:
When reduction is not immediately feasible, we invest in carbon offset initiatives to neutralize emissions.
To fulfill our sustainability objectives, lmno has partnered with industry leaders AdGreen and Scope3. These partnerships enable us to measure the carbon footprint of each campaign, collaborate with clients to minimize environmental impact, and offset any emissions that cannot be reduced. Rest assured, as one of our valued clients, the sustainability of your campaigns is a top priority.
Partnerships for a Greener Future
The Numbers Speak for Themselves
Raja Rajamannar, CMO, Mastercard
25% of financial sector companies’ overall carbon emissions come from marketing on average.
50% of Mastercard’s spend is on digital advertising, which contributes 80% of its marketing carbon emissions. 30% of their spend is on billboard advertising which contributes 2% of their emissions. Digital advertising contributes 20% of Mastercard’s entire carbon footprint.
67% of consumers expect brands to make a positive contribution to society
Brian O’Kelly, CEO, Scope 3
15.3% of display ad spend is wasted on “made for advertising” inventory and these sites have 26% higher emissions.
Eliminating the 15.3% spend is critical to a reduction plan.
Scope3 has achieved a 20%+ reduction in the carbon footprint for all of its test companies in the first 6 months with no impact on reach or performance.
Sanofi – CPA decreased 3x & their CPM went down
Audi – 52% reduction in their carbon footprint & a 65% increase in their CTR vs client target
“There is not a trade-off between good and green”
Industry research demonstrates that managing your carbon footprint responsibly can align with budget constraints while maintaining the same level of reach. Moreover, it empowers you to showcase your commitment to making a positive difference.
Our Sustainability Practices
We are actively implementing various measures to reduce our own carbon footprint:
Travel Monitoring: We ensure that all travel is necessary and has minimal environmental impact.
Supplier Engagement: We engage with our suppliers to understand and support their sustainability efforts.
Employee Awareness: Our employees are informed about potential environmental footprints and ways to reduce them.
Eco-Friendly Advertising: We offer clients the option to advertise on media platforms that are environmentally friendly.
Detailed Footprint Analysis: We provide clients with comprehensive analyses of their footprint, allowing them to make informed decisions.
Our Sustainability Goals
Our ambitious goals aim to reduce our operational carbon footprint significantly:
21% reduction by 2030
51% reduction by 2040
74% reduction by 2050
As we do not have scope 1 or scope 2 emissions, all of lmno’s reduction targets are scope 3 reduction targets.
LMNO has achieved net-zero status through the strategic use of offsets as of April 2024.
How do we achieve these goals?
It’s a combination of our own initiatives as well as existing initiatives of our partners and government agencies:
of our operational footprint comes from our employees commuting to work. Through the introduction of federal legislation requiring automobile manufacturers to sell only zero-emission vehicles in 2035, our target is to reduce this figure by 30% by 2030, 65% by 2040 and 100% by 2050.
26%
of our operational footprint comes from electricity usage (14% direct, 7% indirect). Through initiatives at SaskPower, this is estimated to decrease by 38% by 2030, 69% by 2040 and 100% by 2050.
21%
of our operational footprint comes from heating and cooling usage (20% direct, 8% indirect). Through partnerships and investment in more efficient technology, we aim to reduce this by a minimum of 25% by 2050.
28%
of our operational footprint comes from business travel and accommodations. Through a combination of monitoring our travel, the use of ZEV’s to travel & outside initiatives in the airline and power generation industries, we plan to reduce this by 26% by 2030, 63% by 2040 and 100% by 2050.
14%
The remaining 11% of our operational emissions are a combination of office materials, waste disposal, shipping and food and beverages. Through strategic purchasing and working with sustainable partners, we plan to reduce this by 16% by 2030, 38% by 2040 and 62% by 2050.
11%
How Offsets Work
In a realistic context, achieving 100% carbon elimination is challenging. However, with knowledge of our footprint, we can reduce emissions elsewhere to balance the equation. This is the essence of carbon offsets. We invest in initiatives like reforestation, methane capture at landfills, and renewable energy projects to counteract our emissions.
Trusted Offset Partners
In selecting offset partners, we follow the guidance of the David Suzuki Foundation. Our partners adhere to the Gold Standard, ensuring they are continuously audited for the actual impact of their offset activities. Clients can allocate their offsets to specific initiatives that align with their goals and values.
Projects we are supporting
The Great Bear Forest Carbon Project encompasses 14 million acres in BC, housing the world's largest intact coastal temperate rainforest. It seeks to enhance carbon capture through sustainable forestry, preserving carbon stocks and reducing emissions from logging.
Beyond carbon sequestration, it safeguards unique habitats, including the Kermode bear and Western Red Cedar, vital for indigenous heritage and marine life. As Canada's landmark initiative, it's the first project on unextinguished First Nation land rights, distributing carbon credit revenue to the Coastal First Nations group, promoting human welfare alongside land management.
Great Bear Forest Carbon Project
The Smart Soil Carbon Project, listed on the CSA CleanProjects Registry and ISO-14064-2 verified, targets greenhouse gas reduction via conservation cropping. Involving 45+ growers across 300,000 acres in Alberta, Saskatchewan, and Manitoba, it employs the Conservation Cropping Protocol to shift from full tillage to no-tillage practices, curbing fossil fuel and nitrogen fertilizer emissions.
Beyond emission reduction, it promotes soil health, water conservation, and biodiversity, crediting incremental soil carbon increases to ensure genuine environmental impact. Endorsed by Alberta Environment and Protected Areas, aligned with TIER regulations, this initiative sets a high bar for sustainable agriculture, guiding future endeavors.
Smart Soil Carbon Project
Join Us in Creating a Sustainable Planet
Be a part of the solution and make a positive impact on our planet. Contact lmno to learn more about how we can assist you in aligning your marketing plans with sustainability, contributing to a greener future for all. Together, we can make a meaningful difference.