When discussing corporate environmental sustainability, few companies mention the environmental impact of using marketing communications as a marketing tool. The carbon footprint of marketing communications refers to the greenhouse gas emissions generated by commonly used marketing communication methods, such as personal selling, public relations (e.g., publishing press releases, columns, corporate sponsorships, exhibiting, holding seminars), direct marketing (e.g., one-on-one communication with customers via mail, telephone, email, etc.), promotional activities, and advertising. However, because greenhouse gas emissions from these activities cannot be accurately measured with instruments, life cycle assessment and carbon footprint are often used as two methods to measure the environmental impact of activities or products. Life Cycle Assessment of Marketing Communications: Life cycle assessment refers to quantifying the environmental impact of the entire product or service supply chain, including the stages of raw material acquisition, manufacturing, transportation, use, and disposal. (Jeremy Stanford University) Professor Fudi recently mentioned at a sustainable brand training conference that the key points of life cycle assessment can be mainly divided into five aspects: 1. Describing the product's manufacturing context; 2. Identifying the most significant environmental impacts in the supply chain; 3. ...
