Digital sustainability 2021
Explore the benefits of a responsible data strategy that considers social and environmental impact
To date, climate change conversations have largely focused on the impact of physical waste. But what about the impact of digital activity?
Compared to some industries, marketing is not considered a direct polluter, but that doesn’t mean our work is without impact.
The IDC predicts 175 zettabytes of new data will be created annually by 2025, up from 33 zettabytes in 2018. Well-known factors such as increased bandwidth, as well as new channels and digital formats, are driving this growth, but there are two main game changers:
- Device-to-device communication of the internet of things (IoT), which removes humans as a limiting factor in the generation and consumption of data
- The prevalence of machine learning which requires and creates vast volumes of data
Now is the time to turn our attention to the impact of our data use on the environment.
Our work produces data and it consumes data. It uses data to inspire creativity, personalise content, target audiences and optimise performance. Almost every aspect of our work is grounded in data.
Attitudes towards data use amongst consumers, investors, our clients and our own employees are rapidly changing. People want to see data used in ways that protect privacy and create social good without harming the environment.
WPP has an ambitious net zero target, but we also want to transform how we use data. Because we believe responsible data use – in terms of both social and environmental impact – is a growth opportunity and a differentiator.For more in-depth insight and analysis download Digital Sustainability 2021 2.9MB
27 October 2021
More in Technology & data
Generative AI at work across WPP
From transforming the lost letters of veterans into vivid paintings of war to keep memories alive for future generations; to Serena Williams playing against incarnations of her younger self; to using AI to expand a famous Vermeer paining, here is a taster of how WPP agencies are using generative AI to power creativity.
Generative AI: a new phase of innovation
‘Transformational’, ‘augmenting’, ‘magical’ – these are the words that were peppered throughout WPP’s roundtable on generative AI (a forum of experts from across WPP, partners and clients). We asked what this technology means for the creative industries
On our minds – and on your radar
What should companies watch out for as this year unfurls? Marie Stafford at WPP’s Wunderman Thompson Intelligence bundles up dozens of trends into five key ‘watch outs’ for 2023