Study: Print advertising has a lower carbon footprint than digital advertising.
A new life cycle assessment study by Öko-Institut shows that print advertising, such as flyers and newspaper ads, often results in lower CO2 emissions than digital formats. The research compared the entire life cycle of both print and online advertising.
Print advertising may be a more environmentally conscious choice than digital ad formats, according to a new life cycle assessment (LCA) study conducted by Öko-Institut in Freiburg. The research compared the complete life cycle of print and online advertising, finding that print advertising frequently generates fewer CO2 emissions under realistic conditions. The analysis compared flyers and newspaper advertisements against online brochures and web banners.
The study utilized data from 52 print products originating from Germany, Austria, Switzerland, and the Netherlands. Assessments were made in accordance with international standards DIN EN ISO 14040, 14044, and 14067. The results indicated that printed flyers emitted approximately 642 kg of CO2 per one million impressions, which is five times less than PDF-based online brochures. Newspaper advertisements also performed better, with 67 kg of CO2 compared to digital web banners, which generated 102 kg of CO2.
Julia Rohmann, an environmental protection and occupational safety specialist at BVDM and project manager for the climate initiative, stated that the study provides a solid scientific basis for objectively evaluating sustainable strategies in advertising. The emission potential can be further reduced through resource-efficient production and the selection of sustainable papers. The study also noted that print advertising is often shared among multiple individuals, further reducing the environmental impact per reader.
According to the study, factors such as paper type, production method, data volume, and usage duration significantly influence the carbon footprint. Printed materials have a higher average readership per unit compared to digital formats, which reduces the overall carbon footprint per reader. Öko-Institut concludes that print advertising remains an ecologically sustainable marketing format, even in the digital age, and can form an important component of communication strategies.