Search, as we know it, is changing. Quickly. Incumbents are being challenged by disruptors in the market and governments in court. The likes of ChatGPT and Perplexity are paving the way to a new era. The playing field is changing. The Information Age is evolving with more focus than ever on attention. Is this the end of search engines and the beginning of answer engines? How have we got to this point? What does this all mean? And how will it impact businesses and consumers? How has it come to this? Search has been dominated by Google for years. There have been other players along the way but Google has become the verb we’re all so used to, leaving throwbacks like Ask Jeeves for dust. Google has defined the frameworks for businesses to follow in terms of SEO rankings for years with a focus on keywords, high-quality content, on-page optimisation, back-linking, UX and technical back-end factors like site speed and mobile friendliness. SEO accounts for a sizeable percentage of business’ marketing budget, especially for e-commerce sites that need a strong digital presence. Make no mistake about it, Google has defined the search engine industry for decades. Businesses cracking the code with their online presence and SEO have made the big time. Amazon optimised for a wide array of keywords across millions of search terms which ultimately helped it become the go-to online marketplace globally. Airbnb used SEO to expand beyond traditional hotel bookings by creating localised landing pages targeting popular destinations (“holiday rentals in [city]”), providing user-generated content (like reviews) and integrating high-ranking keywords to become highly visible in organic search results. Hubspot used SEO strategies to build a content empire. But with great power comes great responsibility. Google has often been accused of anti-competitive behaviour and there’s no doubt they have wielded their power to disrupt businesses, markets and entire industries. In 2017, Google was fined €2.42bn  by the European Commission for abusing its market dominance to unfairly promote its own comparison shopping service over competitors. Earlier this year, Google released a new Site Reputation Abuse Policy which wiped out many news sites’ coupon directories from SERPs  (search engine result pages) and shook a stable revenue line with roots tracing back decades overnight. It’s been reported that lost traffic is cumulatively worth more than $7.5m  and has hit the likes of Forbes, CNN and Time hard. Change started at a regulatory level. Back in February this year, the EU introduced the Digital Markets Act (DMA) which qualifies companies like Google and Apple as 'gatekeepers' meaning they must follow specific regulations. People now have the choice of which search engine or browser to use rather than being presented with the default; this is one of the ways that the DMA is looking to create a fairer internet. This opens the door to alternative engines like Bing, DuckDuckGo and Ecosia to build user bases and a foothold in the market. It puts people first, with the ability to choose an engine based on personal values and preferences. It has encouraged more choice and collaboration between other players. Just this week, European search engine providers, Ecosia and Qwant, announced that they are teaming up on a new joint venture called the European Search Perspective . The goal: to take on Big Tech by building better search technology whilst helping the planet (Ecosia reinvests all of its profits into the planet). Search engines are mood boards We’ve turned to search engines for answers over the years; they are essentially a global mood board of our thoughts, wants, ramblings and curiosities. Google Trends shows the popularity of certain words or terms by geography and timeframe. In recent years, shifts in search term popularity for health and wellness , hybrid work, online shopping and environmental issues have reflected broader changes in lifestyle, technology, and cultural trends. On the flip side, terms like brick-and-mortar shopping and traditional office supplies have decreased in popularity. So we know that search engines are in a state of flux and we know about these different consumer trends, but what’s causing the switch from search to answer engines? This is where we’re seeing an evolution of the Information Age where it’s now, more than ever, about attention and how information is delivered. Information isn't always to do with informing us about things. Rather, it puts things in formation. The shift from traditional search engines to AI-powered answer engines is down to: Efficiency and direct answers: people prefer quick, specific answers without sifting through links. AI engines provide summarised responses that reduce the need for extended browsing. Conversational interaction: AI engines offer a more natural, conversational search experience, appealing to people seeking clarity and context for complex queries. Personalisation and contextual understanding: AI models can analyse past interactions for personalised responses, aligning more closely with individual preferences. Privacy and ad-free environment: Many users are attracted to the less ad-saturated, privacy-oriented environment that AI tools offer compared to traditional search engines. These trends reflect a desire for a more efficient, context-aware, and user-centred search experience. AI-powered engines don’t rely on traditional SEO metrics like backlinks or keyword density, they achieve relevance through deep language understanding, real-time retrieval capabilities, and ranking systems that draw on NLP advances. This helps them deliver more conversational, context-aware answers, shifting away from pure keyword matching to meaning and intent. Answer engines in the Attention Age: What next? Despite the groundbreaking tech behind AI-powered engines, there are many similarities with other large-scale information networks in the past. There are many snippets on this from historian and philosopher, Yuval Noah Harari, in his book titled Nexus . Past information networks have also relied on data input which is open to bias. Mythmakers and bureaucrats still play a large part as they have done in years gone by. Output is still very much down to the receiver of the information; remaining open to individual interpretation. And, after all, the delivery of information only gets you so far; it's how this information is used and relayed that is often the most important part. The clear example here, close to our work at Earthmark, is that ‘ acknowledging the reality of climate change does not tell us what to do about it. We always have options, and choosing between them is a question of desire, not truth. ’ People are turning to this new model for more conversational, contextual asks that may be more open-ended initially but offer a more-rounded view. This is in contrast to having to think about the keywords to enter in a search and then browse through various links for the best response. The average Google search is 2-3 words vs 6-8 words for ChatGPT. We’re seeing a move away from so much focus on keywords, SEO and ranking to a model which looks more at long form text and images. As engines become more sophisticated, factors such as relevance, accuracy, and online reputation become even more critical. Google’s recent emphasis on sustainability in its ranking algorithms is a prime example. Consumers are increasingly searching for brands that align with their values, especially around eco-friendly practices, and search engines are adjusting to meet that demand. AI-powered engines like ChatGPT, Perplexity, Bard and Claude are piling in on this transition. So far, it seems to be less about becoming the go-to engine and more of an understanding that each have their own strengths and weaknesses i.e. ChatGPT for personal assistance tasks, Claude for more sensitive topics and Perplexity for academic searches. We’re likely to see more partnerships, tie-ups and regulations. Governments have shown that they are willing to regulate the flow of value between content producers and content aggregators. This is compelling some platforms to pay certain media organisations for displaying their content, such as in news snippets or knowledge panels, as we've seen with OpenAI and News Corp as well as Perplexity and Time. This is the beginning of a new state of ‘content bargaining’ as organisations start working towards a smart, fair reward system that doesn’t just create another monopoly for AI search. Cracking this will determine to what extent governments need to get involved and impose frameworks and regulation. Lots of insights on this from Benjamin Brooks from MIT Technology Review . How to get in on the action Ironically, this transition leaves businesses with lots of questions that are difficult to answer (regardless of how good the prompt is). History isn’t always an indicator of the future but it often gives us a good starting point so keeping past lessons from the rollout of large-scale information networks in mind, as well as the journey that search engines have been on in the last few years is key. Who will reap the rewards of AI-powered answer engines and be the Amazon, Airbnb or Hubspot of this new age? Here are a few pointers that will stand businesses in good stead, helping to build consumer trust, boost visibility and retain a strong digital presence: Create conversational, answer-focused content: Develop clear, helpful responses to common customer questions to ensure AI tools accurately reference your brands' expertise and relevance. Emphasise structured data and clear markup: Add structured tags like product details, FAQs, and reviews to make your content AI-accessible and easily retrievable. Prioritise credible insights: Focus on building credible, expert-backed content, especially on topics that consumers care most about, like sustainability. Engage with user-generated content: Encourage customer reviews and Q&A on your pages, adding depth to your brand's authenticity and making it easier for AI to pull real-world feedback. Optimise for visual and multimedia content: Support your product pages with high-quality visuals and videos, as AI increasingly references multimedia in answer-based recommendations. As we enter this new era of search, brands that invest in building authentic connections and aligning with consumer-driven trends will be the ones that rise to the top. It's no longer just about being seen; it’s about being  trusted  and  relevant in  the conversations consumers care about. To find out how Earthmark can help your brand, reach out .

Deepesh Santwani, Sustainable Finance Consultant at Earthmark In today’s rapidly changing marketplace, sustainability is no longer just a buzzword—it’s becoming a critical factor in the success of businesses, particularly in e-commerce. More than ever, consumers and investors are prioritizing eco-friendly practices, leading to the rise of green finance instruments and sustainable brands. This evolution has challenged the long-standing notion that profitability and sustainability are mutually exclusive. At Earthmark, we’re here to demonstrate that adopting sustainability practices not only supports the environment but also offers tangible financial benefits for businesses. The business case for reducing carbon footprints One of the most effective ways e-commerce businesses can contribute to sustainability is by reducing their carbon footprint through eco-friendly operations. While this often requires an upfront investment—whether in energy-efficient supply chains, renewable energy adoption, or sustainable packaging—it leads to significant long-term financial savings. Research has shown that companies investing in energy-efficient technologies can reduce operational costs by up to 20% annually. For example, using renewable energy sources like solar or wind lowers utility expenses and shields businesses from volatile energy prices. Furthermore, brands that adopt waste reduction strategies can cut production costs, creating leaner, more efficient operations. Investors value sustainability The concept of fiduciary duty has evolved from its traditional focus on making businesses accountable solely to investors, given that they provide the capital. In today’s business landscape, however, the definition has broadened to encompass a wider range of stakeholders, including consumers, regulatory authorities, and the environment. This shift reflects the growing importance of sustainability in business accountability. Sustainability is no longer just a trend driven by consumer demand; it has become a critical factor for investors as well. Environmental, Social, and Governance (ESG) metrics are now playing a significant role in shaping investor decisions. Investors are increasingly seeking companies that align with global sustainability trends, recognizing that businesses with strong ESG credentials tend to be more resilient and forward-thinking. A McKinsey study found that companies with robust ESG practices enjoy a 10% higher valuation multiple compared to those without, largely because investors view these companies as better equipped to handle climate risks. As ESG funds and green finance instruments gain popularity, businesses that prioritize sustainability are finding it easier to access capital. These funds tend to favor companies with lower carbon footprints, eco-friendly operations, and solid governance practices. In turn, sustainable businesses are more likely to attract investment and benefit from favourable lending terms, enabling them to grow while staying true to their environmental and social commitments. The rise of green finance instruments Green finance instruments, including ESG funds and green bonds, are rapidly gaining popularity as more brands seek sustainable ways to fund their operations. In 2023, global ESG assets surpassed $35 trillion, highlighting the growing investor interest in sustainable investments. These instruments allow businesses to access capital while maintaining their commitment to reducing their environmental impact. By implementing sustainability strategies, companies not only align themselves with these emerging investment trends but also improve their creditworthiness and brand reputation. Investors increasingly view green companies as lower risk, making them attractive prospects for funding. Moreover, these businesses benefit from stronger relationships with stakeholders who value transparency and eco-conscious initiatives.   Consumers are ready to pay more for sustainability The demand for sustainable products is at an all-time high, with a Nielsen survey showing that 66% of consumers are willing to pay a premium for products from brands committed to sustainability. This shift is driven not only by ethical considerations but also by the long-term cost efficiency of sustainable choices. During my time at Big Clean Switch, a sustainability startup, we saw firsthand how clients were willing to invest more in energy-efficient home appliances like air heat pumps and solar PV installations. These products offered not only environmental benefits but also financial returns through payback periods, making them attractive investments. Similarly, my experience at S&P Global highlighted the rising demand for brand scoring across various sustainability metrics, further reinforcing this trend. This shift in consumer behaviour reflects a broader change in values, where ethics and environmental impact have become critical decision-making factors. In the e-commerce space, businesses adopting sustainable practices see increased revenues as customers actively seek out brands that align with their values. Whether it’s through sustainable packaging or carbon-neutral shipping, these practices foster customer loyalty, boost sales, and strengthen brand reputation—essential elements in today’s competitive market. Research from Power Reviews and McKinsey further supports this, revealing that 62% of consumers are more likely to buy from companies committed to sustainability, and 95% of shoppers consult reviews before making a purchase. This is where Earthmark plays a pivotal role. We empower millions of consumers to make informed decisions through our transparent, reliable environmental performance scores, simplifying the complex landscape of environmental data. Just as Trustpilot is trusted for reviews, Tripadvisor for popularity, and Glassdoor for employer reputation, Earthmark is the go-to for assessing a brand’s environmental performance. By partnering with leading brands like Samsung, O2, and CNN, we help businesses tap into the growing market of eco-conscious consumers, translating environmental responsibility into financial success. The time to act is now As sustainability becomes a key driver of profitability, the need for businesses to embrace eco-friendly practices has never been more urgent. Companies that make this shift are not only better positioned to attract consumers but also to secure investment and achieve long-term success. At Earthmark, we make it easier for brands to showcase their sustainability efforts. Simple, trustworthy scores that signal environmental performance – can be seamlessly integrated into websites, apps, and e-commerce platforms, enabling businesses to communicate their commitment to sustainability. By aggregating reliable environmental data and applying recognized climate science, we simplify climate action for both businesses and consumers. Our user-friendly Earthmarks empower consumers to make informed choices while helping brands grow sustainably. In doing so, we support businesses in enhancing their profitability while contributing positively to the planet. Ready to drive your business forward while positively impacting the environment? Partner with Earthmark today and let’s create a more sustainable and profitable future together: https://www.earthmark.io References: McKinsey & Company. (2022). “The ESG Premium: New Perspectives on Value Creation.” Nielsen. (2021). “The Rise of the Eco-Conscious Consumer.” Global ESG assets report (2023).

We're excited to be partnering with Climate Savers! Climate Savers saves people money by rewarding them with cashback and when they buy from sustainable brands. Many consumers have the concern that whatever sacrifices they make, it will have no impact on the wider world. It does this by linking green transactions with social using leaderboard gamification. Climate Savers is all about rewarding you for making sustainable choices. But getting a clear view of who those “sustainable brands” actually are has been a challenge with an overload of confusing information, certifications and ecolabels out there. This was taking Climate Savers hours of time researching the latest information about how seriously brands are taking their impact on the environment, distracting from core business activities. That’s where Earthmark comes in. What we're doing together At Earthmark, we're partnering with Climate Savers to deliver a simple, transparent way to understand the environmental performance of brands. Earthmarks will replace the need for various certifications and eco-labels, giving you a quick, easy view of how green your favorite brands are. What to expect Easy green decisions : See the environmental performance of brands with Earthmark and carbon emissions of each transaction, powered by Ecochain. Cashback rewards : Earn cashback for sustainable purchases. Exclusive offers : Benefit from special deals with green partners. Simple sign-up : Link your bank account and start tracking your carbon footprint. Rory Arneil, Founder of Climate Savers, commented “When people say, 'Yes but how do I know it’s sustainable?' To be fully objective, this guidance needs to come from an independent third-party and not from us. Earthmark provides buyers with a simple 5 leaf rating on all our green cashback listings making that final decision easier to make”.  Jack Linnett, Co-founder & CEO at Earthmark, said “It’s great to be partnering with Rory and the team at Climate Savers to show how simple it can be to keep the environment top of mind when choosing where to buy clothes, food, home energy and more.” Join us on this journey We’re excited to be partnering with Climate Savers to bring easy environmental transparency to the world of employee rewards and, in the process, saving Climate Savers resources by providing a simple, scalable way to embed environmental performance into their product. Stay connected with us for more updates on how Earthmark and Climate Savers are working together to foster a greener future. About Climate Savers Climate Savers is a green cashback platform for consumers and employee discount programmes to make going-green more affordable. You link your bank account to the app to enable you to understand your carbon footprint. The app empowers you with choice; giving you brand recommendations and cashback incentives to help you lower your footprint. About Earthmark Earthmark provides clear and verified environmental performance scores for brands, helping businesses and consumers make informed decisions. Our mission is to bring transparency and simplicity to environmental performance, supporting the transition to a more sustainable economy. Contact us For more information on how Earthmark can help your business embrace sustainability, head to our site at https://www.earthmark.io  or reach out to us at hello@earthmark.io .

Sustainability Live 2024, held on September 10th and 11th, was packed with eye-opening discussions and practical insights into the future of sustainability. Here’s a quick rundown of the top 3 themes that caught our attention 🔎 1. 📏 Measuring What Matters One major topic over the two days was the challenge of measuring sustainability. As Ellen McCormack, Head of Europe at Watershed, highlighted in one of the panels: “How can you improve what you can’t measure?” Several discussions focused on carbon reporting and the difficulties of tracking the true environmental impact of products throughout their lifecycle. Without reliable data, making informed decisions or improvements is tough. It’s also crucial to embed reporting as a key task across all areas of the business, not just leave it to the sustainability team, to drive meaningful progress in a business' sustainability strategy. 2. 🫰 The Business Case for Sustainability Another hot topic was building a business case for sustainable initiatives. Traditional business models often emphasise short-term financial returns, which can sometimes conflict with sustainability goals. Garrett Quinn, Chief Sustainability Officer at Smurfit Westrock, shared his insights during a panel discussion, noting that the payback from some sustainability projects can be less tangible and the business case isn't always immediately clear. The challenge is further complicated by significant regional differences in sustainability regulations and attitudes. Despite these hurdles, the panel demonstrated how investing in sustainability can lead to long-term savings and enhanced customer loyalty, helping to justify the case for sustainable practices. 3 🤝🏼  Power of Collaboration Finally, the event highlighted the crucial role of collaboration in advancing sustainability goals. The event demonstrated that there is the need for both external partnerships and internal cooperation across various business functions and supply chains. Discussions focused on how businesses and policymakers must work together to establish clear regulations and frameworks that support progress. By fostering collaboration across sectors and within organisations, the event showcased how joint efforts are going to be key to driving meaningful and sustainable change at pace. Why these three challenge areas stood out to us at Earthmark: We believe that data is key. Data is at the core of Earthmark's mission: to bring together the world’s information on sustainability to make it clear, comparable  and easily accessible for everyone. ROI in sustainability. We know that businesses with a more positive environmental performance perform better than those who don't. Our case study with Kindred demonstrates this as we've seen a 51% increase in orders with brands that have an Earthmark of 3+ out of 5. Power in Partnerships. Collaboration is key and, at Earthmark, we know that partners play a crucial role in helping to achieving our goals. By partnering with key organisations, like affiliate networks, publishers and advertisers we ensure that Earthmarks reach the right people in the right places . Every choice matters , and our collective efforts give individuals the ability to make more conscious decisions that can drive meaningful change. If you're interested in partnering with Earthmark, let's talk .

Expanding coverage to the US, UK and Europe, CJ offers publishers and advertisers access to discounted rates from Earthmark. We are excited to announce the renewal and expansion of our strategic referral partnership with CJ, a global leader in affiliate marketing. This collaboration is set to introduce Earthmark to a broader network of publishers across the UK, US, and Europe. CJ’s platform is renowned for its ability to connect brands with world-class publishers and influencers, driving meaningful interactions and significant growth. Through this renewed and expanded partnership, CJ partners will have access to discounted subscriptions from Earthmark. Earthmark enables publishers and advertisers to embrace sustainability in their ecommerce presence with reliable, transparent environmental data plugged seamlessly into existing customer journeys; facilitating informed decision-making and promoting sustainable practices. Benefits of the partnership For Publishers: Enhanced decision-making:  Access Earthmark’s environmental scores to select eco-friendly brands that resonate with your audience. Increased trust:  Strengthen your relationship with your audience by promoting brands committed to sustainability. For Advertisers: Transparency:  Showcase your brand's environmental responsibility, building trust and loyalty among eco-conscious consumers. Informed choices:  Utilise Earthmark's scores to align your campaigns with sustainable practices and enhance brand credibility. Why this matters In an era where sustainability is crucial, this partnership aligns with our mission to make environmental performance transparent and easy to understand. Linda O’Connell, Senior Vice President UK&I at CJ , said "Earthmark helps us to strengthen our relationships with advertisers and publishers by offering a simple solution to a big problem that many of our partners see in their user base.” Jack Linnett, CEO at Earthmark, said “CJ is a global powerhouse with huge reach and a strong reputation. Publishers, advertisers and influencers all over the world turn to CJ for help in their marketing strategies. For Earthmark to be continuing our partnership with CJ is incredibly valuable for us.” Join us on this journey We are excited about the renewal of our partnership with a focus on creating significant positive impacts in the affiliate marketing space. If you are a publisher or advertiser on the CJ network, reach out to your CJ account manager to find out more or head straight here to start your journey today: https://www.earthmark.io/cj-partner . Stay connected with us for more updates on how Earthmark and CJ are working together to foster a greener future. About CJ CJ is a global leader in affiliate marketing, offering a comprehensive platform that connects brands with world-class publishers and influencers. With a presence in various sectors, CJ facilitates seamless and effective affiliate marketing strategies. About Earthmark Earthmark provides clear and verified environmental performance scores for brands, helping businesses and consumers make informed decisions. Our mission is to bring transparency and simplicity to environmental performance, supporting the transition to a more sustainable economy. Contact us For more information on how Earthmark and CJ can help your business embrace sustainability, reach out to us at hello@earthmark.io .

Sustainability has been at the heart of Euros 2024 and the Paris 2024 Olympics. But what has been done, is it enough and what does it all mean for businesses and fans? We've been treated to major global sporting events this summer. Hosting these events represents significant economic benefits. Euros 2024 g enerated a record £2.03bn in commercial revenues (26% higher than Euro 2016 in France) and £1.69bn in profits, also a record. Only the summer Olympics (£3.3bn in 2020) and the football World Cup (£5 . 88bn in 2022) generated larger revenues in sport. But it also comes with great responsibility. There's increasing focus on the environmental impact of organising such events. ‘Environmental aspects are one of the core priorities for the organisation of the event,’ UEFA states. ‘As an organiser, we are aware that the organisation of such a major event, gathering football stakeholders and fans from all over the world, involves a significant footprint. We are therefore determined to be part of the solution to reduce as much as possible our impacts on the environment.’ We’ve seen comprehensive sustainability strategies for both events, aiming to minimise environmental impact and enhance social responsibility. This commitment reflects a growing awareness and urgency to address climate change and environmental degradation, leveraging the global visibility of these events to promote sustainable practices. Paris 2024 Olympics: A sustainable showcase? The Paris 2024 Olympics could be the hottest Olympics on record with temperatures reaching 35 °C. When Paris last hosted the Olympics in 1924, annual temperatures there have warmed by 1.8C while, on average, there are 23 more “hot” days (25C+) and nine more “scorching” (30C+) days a year. Paris 2024 aims to be the "greenest" Games in history. This ambition is anchored in the International Olympic Committee’s (IOC) Olympic Agenda 2020, which emphasises sustainability as a core principle. Paris 2024 is focusing on several key areas: Carbon emissions reduction : The Games are targeting a 50% reduction in carbon emissions compared to London 2012 and Rio 2016. This includes accounting for all emissions, from direct operational activities to indirect spectator travel (scope 1, 2, and 3 emissions). Notably, the Games are using 100% renewable energy, with venues like the Aquatics Centre utilising solar power and other sustainable energy sources. Circular economy : Paris 2024 has adopted a robust circular economy strategy, emphasising the reuse and recycling of materials. For instance, 95% of the venues are either existing or temporary structures. Items like tents, furniture, and equipment are mostly rented or provided by sports federations, ensuring a second life post-Games. Local community impact : The Games are leveraging infrastructure improvements, particularly in the Seine-Saint-Denis area, one of the less affluent regions of Paris. The Olympic Village, post-Games, will transform into a new residential and business district, with a significant portion dedicated to affordable housing. This initiative aims to improve local living conditions and provide long-term economic benefits. Sustainable food practices : 13 million meals are being served with a focus on local and plant-based options to reduce carbon footprints. The goal is to halve the carbon emissions of the average meal served during the Games. Sources: Olympics and The Guardian It’s also important to point out that the Games haven’t been without criticism from environmentalists. Surfing is taking place 16,000km away from Paris in Tahiti, French Polynesia. The erection of spectator towers in the reef has brought widespread condemnation with concerns that they could harm the ecosystem including infecting sealife and permanently damaging the reef itself. Euros 2024: A model for sustainable football? Similarly, the UEFA Euros 2024 in Germany prioritised sustainability and aimed to be ‘the most sustainable European Championship of all time’ . The event took significant steps, such as: Carbon offsetting : UEFA committed to offsetting unavoidable carbon emissions through a Climate Fund, which supports local initiatives in energy, water, waste management, and smart mobility.  For each tonne of CO2e emissions produced, £21 has been donated to the fund. Based on pre-tournament projections, around £5.9m will be made available for climate-protection projects. This equates to roughly 60,000 tonnes of carbon emissions saved . This fund also aimed to raise climate awareness within the football community, particularly at the grassroots level, with 190 amateur clubs and 21 regional associations across Germany benefiting from it to invest in sustainable infrastructure. Sustainable infrastructure : Like Paris 2024, the Euros 2024 minimised new construction, utilising existing stadiums and facilities. This approach reduces the event's carbon footprint and promotes a legacy of sustainability. Public transport : authorities made it much more appealling to get public transport to matches with ticket holders given free of charge travel on local trains and buses. 80% of Euros 2024's carbon footprint was expected to come from transport, particularly air travel. UEFA subsidised discounted Interrail train passes and the rail operator, Deutsche Bahn, extended their high-speed train services to help get more fans from A to B. Community engagement : The tournament encouraged sustainable behaviours among fans, such as using public transportation and reducing waste. UEFA's efforts also include promoting environmental practices in local clubs, thus fostering a broader cultural shift towards sustainability in football. Source: Clean Energy Wire All of this said, there are some unescapable truths for UEFA to face. They are expanding three of its men’s club competitions, with their women's competitions expected to follow suit in the near future. This will result in an extra 177 international fixtures a season which will considerably beef up football’s carbon footprint. It's estimated that teams and fans will travel an extra 463m air miles a year to attend European games in the 2024-25 season. Despite UEFA acknowledging the significant contribution of fan travel to events overall emissions, as mentioned above, these figures aren't measured in its own carbon footprint calculator . They told the Guardian that UEFA “considers fan travel out of scope as it is not under [UEFA’s] operational or financial control”. The role of business engagement and sponsorship Sustainability initiatives in both events have significant implications for business engagement. Sponsors are increasingly drawn to the positive brand association with environmentally responsible events. UEFA themselves are committed to achieving net zero by 2030. Net zero is now being seen as a mutual playing ground for brands; something they have in common which, if executed on correctly, can prove to be profitable and purposeful. Companies like Coca-Cola and Toyota have integrated their sustainability goals with these events, promoting products and practices that align with the overarching green agendas. Both companies are transparent in their emissions disclosure and are targeting near-term emissions reduction and net zero. They are tying their environmental ambitions to brand activation and user engagement activity. However, there's a balance to strike for event organisers with some sponsorships threatening to contradict wider environmental ambitions. Two fossil fuel companies, three fossil fuel financiers and eight airlines were listed as official sponsors at Euros 2024. Whilst it is evident that Paris 2024 Olympics has taken more measures to avoid emissions rather than relying on carbon offsets, as in the case of Euros 2024, they have both proven that they aren't just sporting events but pivotal moments for promoting sustainability. They represent a movement for how large-scale events can be designed and executed with environmental impact in mind, while also inspiring global audiences, businesses and local communities towards a more sustainable future. To see how brands are leveraging environmental performance to achieve their business goals, head to https://www.earthmark.io/brands .

The two organisations are serving Marketplaces, Publishers and Brands with a tangible solution focused on the role of ClimateTech in ecommerce. We are delighted to share that Earthmark has entered into a strategic referral partnership with Awin, one of the world’s leading affiliate marketing platforms. Awin's extensive network includes 1 million publishers and 30,000 customers who leverage their platform to grow their businesses daily. This partnership will enable Awin to introduce Earthmark to a broad array of publishers, fostering connections that enhance our mission of simplifying and making transparent the environmental performance of brands. How it benefits you For Marketplaces and Publishers: Enhanced trust : Provide your consumers with clear environmental performance scores, helping them make informed decisions. Increased engagement : Boost your platform’s engagement metrics such as conversion rates and order values by showcasing brands committed to sustainability. For Brands: Visibility : Gain access to a vast network of publishers ready to promote your brand’s eco-friendly initiatives. Credibility : Build stronger trust with your audience by transparently sharing your environmental performance. Why this matters In today’s market, sustainability is more than a buzzword; it's a necessity. Consumers are increasingly prioritizing eco-friendly practices, and businesses must adapt to meet this demand. Our partnership with Awin ensures that more brands can seamlessly integrate environmental transparency into their customer journeys, ultimately driving more sustainable choices. Join us on this journey If you are a Marketplace, Publisher or Brand on Awin's network, reach out to your account manager to find out more. Together with Awin, we are committed to driving positive change and fostering a greener economy. Stay connected with us for more updates on how this partnership will unfold and the benefits it will bring to our collective mission of sustainability. -- ENDS -- About Awin Since 2000, Awin has pioneered affiliate marketing partnerships. Awin has played a pivotal role in setting industry standards over the past 23 years, by developing innovative technology, cultivating excellent service, and introducing world-leading brands to the affiliate marketing channel. With a presence in various sectors, Awin facilitates seamless partnerships that drive sustainable business growth. About Earthmark Earthmark provides clear and verified environmental performance scores for brands, helping businesses and consumers make informed decisions. Our mission is to bring transparency and simplicity to environmental performance, supporting the transition to a more sustainable economy. Contact us For more information on how Earthmark and Awin can help your business embrace sustainability, reach out to us at hello@earthmark.io .

‘Green economic growth’ and, specifically net zero, is seen as one of the biggest economic opportunities globally. But why is it so important? ‘Net zero’ is all about negating the amount of greenhouse gas (GHG) produced by human activity. This can be achieved by reducing emissions in the first place, as well as coming up with ways to absorb carbon dioxide from the atmosphere once it’s already emitted. It’s important to slow the and limit global warming so that we avoid potentially catastrophic effects on land and life on Earth as we know it. More frequent extreme weather events and loss of life are just two dangers we’re likely to face if we continue on the current pathway. According to the Climate Clock , built by expert scientists, we now have less than 5 years to limit global warming to 1.5°C above pre-industrial levels and mitigate the worst impacts of climate change. The current climate temperature is just below 1.3°C. There are various contributors to climate change, from power and transport to agriculture and industry. A combined effort from governments, businesses and individuals is needed to achieve net zero. Global change starts locally It's estimated that 89% of global GHG emissions are covered by net zero targets, either agreed in law, as part of an initiative or under discussion.  The Paris Agreement, signed in 2016, covers 196 countries accounting for 55% of global GHG emissions and aims for "holding warming well below 2°C, and pursuing efforts to limit warming to 1.5°C." But targets aren’t everything; they are signals of intent. It’s real-world action that’s needed for actual change to happen. Despite an acceptable 2050 net zero target set by the EU, for example, it's still seen as insufficiently aligned with a 1.5°C pathway when it comes to policies and climate action. Similarly, the UK and US have net zero targets in place for 2050 but subsequent climate policies and action have so far been insufficiently aligned to achieving them, according to The Climate Action Tracker . Is the tide turning? Whilst there’s still a way to go for major economies like China, the EU, UK and US to be compatible with a 1.5°C pathway, their current policy projections show a future downward trajectory in GHG emissions. There’s a growing realisation that the next Industrial Revolution centres around economic growth from the protection of natural resources and the reversing of damage to the environment. Low-carbon industries are starting to thrive. China is leading the way in renewable energy, producing twice the amount of wind and solar power than the rest of the world combined. It’s motivation for doing this is, in part, to reduce the carbon intensity of its economy by 18%, but the great economic benefits of being a front-runner in this movement is clear to them. Italy’s renewable energy power output has now surpassed fossil fuels. Costa Rica runs almost entirely on renewable energy. In the UK, the newly elected government has committed to creating a publicly owned firm, Great British Energy, focused on decarbonising the country by 2030 with the production of clean energy. What about the business and consumption side of things? Businesses and organisations, known as ‘Industry’, have a crucial role to play in climate action. Almost 90% of consumers want brands to help them live sustainably ( Forbes ) and as many as 80% of Gen Z shoppers are changing their buying behaviour based on sustainability ( Carbon Neutral Copy ). 62% of consumers, across all ages, are more likely to buy products from companies that are committed to sustainability ( McKinsey ). Businesses are taking notice. As of today, there are 8,266 businesses with future climate targets or commitments verified by the SBTi , with 2,261 of those committed to achieving net zero. In the UK, there are 1,347 businesses with recognised plans and 423 are net zero aligned . That’s in comparison to 1,171 in the US with 297 net zero aligned. 45% of these businesses have published their commitments or targets in the last year. Ed Milliband, the UK’s new Secretary of State for Energy Security and Net Zero, has already hinted at mandating corporate leaders to ensure their organisations are aligned to net zero. Essentially, the government would require financial institutions and FTSE 100 companies to publish their carbon footprints and adopt credible 1.5-degrees-aligned net zero plans. To date, climate action blockers have been around weak targets, policies and funding at a government level, low demand and competing priorities for businesses; insufficient choice and information for consumers. There are promising signs that these are starting to be unblocked. Gaps between intent and action could be a thing of the past. At Earthmark, we’re making environmental performance part of decision-making for businesses, consumers and employees by providing simple 0-5 scores in places people already browse, shop and compare.

What does the UK election mean for businesses? In what’s been seen as a “landslide for the green economy”, businesses are looking for the new Labour government to follow through on their pro-business pledges. After political unrest for months, which continues elsewhere around the world, business chiefs have welcomed the ‘clarity’ that the election result has brought. Over the last few days, we’ve heard from the new Chancellor of the Exchequer, Rachel Reeves MP, and King Charles, where the headlines of “economic growth” and “get Britain building” shone through. So, what can businesses expect to see? Well, there are plans to reform skills, infrastructure and planning to start with the Planning and Infrastructure Bill. There’s also talk of more support for SMBs and reviews of business rates, workers rights and employer national insurance. But, right at the heart, and with the endorsement of 120+ big wigs from financial services, retail and manufacturing firms such as Currys, AO and Sage, it’s widely expected for the new government to focus on ‘green’ economic growth which is part of the Prime Minister’s "fundamental mission". So, what could ‘green economic growth’ actually look like? We got some answers from the King yesterday but more is expected to follow soon: Transport - public ownership of certain rail operators, bus services to be run locally, and potentially restoring the ban on sales of new petrol and diesel cars by 2030. Energy - set up Great British Energy with its HQ in Scotland, speed up the transition to clean heating, such as heat pumps to replace gas boilers, ban on onshore wind has been lifted. National Wealth Fund (NWF) - £7.3bn to be spent over the parliament “to support Labour’s growth and clean energy missions”. This is part of the ‘Green Prosperity Plan’ which could support “the creation of up to 650,000 good jobs in Britain’s industrial heartlands by encouraging billions of private investment”, giving opportunities to a range of workers, such as plumbers, electricians and welders across the UK. High streets and marketplaces - increased attention to product safety and emerging business models such as AI with the Product Safety and Metrology Bill (for toys, childrenswear and cosmetics initially) to ensure a level playing field between high streets and online marketplaces. Net zero - Net zero is seen as one of the UK’s biggest economic opportunities. Labour is considering legislation to compel companies and financial institutions to reduce their carbon footprint, including publishing annual emissions and developing transition plans (more on this soon!) At Earthmark, we’re helping brands and marketplaces be at the heart of this green economic growth movement. Reach out to find out how you can close the gap between “say” and “do” when it comes to empowering climate action amongst user bases.

London, 3rd May 2024 — Earthmark, a pioneering force in climate intelligence for ecommerce, today announces a data supply arrangement with S&P Global Sustainable1, which will strengthen Earthmark's data proposition by integrating a robust dataset from S&P Global, covering 18,000+ public companies and 3.6 million private companies. Earthmark's proprietary technology, which aggregates data from various sources, is set to reach new heights with this addition of  data from S&P Global, encompassing emissions, wastage, water usage, and over 260 additional metrics. Creating Greater Understanding Around Environmental Performance A Comprehensive Approach to Sustainability Insights The integration of S&P Global Sustainable1 dataset into Earthmark's platform marks a significant leap forward in providing users with a holistic understanding of a company's environmental performance. From third-party scores to intricate environmental metrics, Earthmark is uniquely positioned to scale its proposition globally, helping people to make informed decisions. Want to learn more about creating eco-clarity for your consumers? Get in touch.

The Science Based Targets Initiative (SBTi) is a joint unit made up of the CDP (formerly the Carbon Disclosure Project), the United Nations Global Compact, World Resources Institute (WRI), and the World Wide Fund for Nature (WWF). Founded in 2015, its goal is to mobilise companies to set ambitious greenhouse gas (GHG) emission reduction targets in line with scientific evidence to limit global warming to well below 2°C above pre-industrial levels, as outlined in the Paris Agreement. Who are SBTi and what are science-based targets? SBTi provides a framework and guidance for companies to set science-based targets (SBTs) that align with the latest climate science and contribute to achieving long-term climate goals. These targets are considered "science-based" when they are consistent with what the latest climate science indicates is necessary to meet the goals of the Paris Agreement. Companies that commit to setting science-based targets undergo a rigorous assessment process conducted by SBTi to ensure that their targets meet the necessary criteria. Once approved, these targets are publicly recognised by SBTi, signalling the company's commitment to taking meaningful action on climate change. By encouraging companies to adopt science-based targets, SBTi aims to drive ambitious action on climate change mitigation, enhance corporate climate leadership, and contribute to the global transition to a low-carbon economy. What’s happened - and why does it matter? There have been various tweaks to SBTi’s approach in the last few years, including updated guidance to their Corporate Net Zero Standard and, more recently, asking businesses to provide more information on the target validation process. They also outlined a more lenient path for SMEs to take in certain sectors. But it’s the latest announcement around plans to allow for the extension of environmental attribute certificates (EACs) that’s caused furore. EACs could include emissions reduction credits, for example, to help address Scope 3 emissions which are notoriously difficult to measure and manage. It’s been widely reported that, following this announcement, SBTi staff have been revolting against management, calling for their resignation. Carbon offsetting is an extremely emotive topic and, for many at SBTi, they are very wary about this move undermining SBTi’s Standard Operating Procedures, becoming more lenient on corporate emissions reduction targets and, ultimately, running the risk of facilitating greenwashing. So, what now? The board at SBTi have responded to the backlash by clarifying that “any use of EACs for Scope 3 will be informed by evidence”. It has committed to issue a discussion paper in July about the potential changes, before progressing to update the standards. The board also confirmed that any changes to the standard will be done according to the organisation’s Standard Operating Procedure. Ultimately, over the next few months, SBTi will be looking for a fair compromise that appeases the Standard Operating Procedure by which they operate, and their staff vehemently abide by, and provides realistic, achievable guidelines to businesses setting emissions reduction targets. It will be a difficult task to fully convince all stakeholders but their guiding principle will undoubtedly be to follow the science and continue to provide expert guidance to businesses seeking to get serious about their future commitments around environmental performance.

It's a bit of a mixed bag. On one hand, carbon offsetting can contribute to global efforts to combat climate change by funding projects that reduce overall greenhouse gas emissions. These projects can have tangible environmental benefits, like protecting forests, promoting clean energy, or capturing and storing carbon dioxide. However, carbon offsetting has faced criticism for various reasons. Some argue that it allows companies to continue emitting greenhouse gases without making meaningful efforts to reduce their emissions at the source. There are also concerns about the effectiveness and transparency of offset projects, as well as the potential for them to be used as a greenwashing tactic to improve corporate image without real environmental impact. Carbon Offsetting Definition - What Does it Mean? Carbon offsetting involves compensating for carbon emissions produced by activities like transportation, manufacturing, or energy production by investing in projects that reduce greenhouse gas emissions elsewhere, such as renewable energy initiatives or reforestation efforts. The idea is to balance the carbon footprint created by one activity with a positive environmental action elsewhere. Is Carbon Offsetting Effective? The effectiveness of carbon offsetting depends on several factors. When done properly, carbon offsetting can contribute to mitigating climate change by funding projects that reduce greenhouse gas emissions or remove carbon dioxide from the atmosphere. These projects, such as renewable energy initiatives, forest conservation, or carbon capture and storage efforts, can have significant environmental benefits and help offset the carbon footprint of activities like transportation or energy production. But, and it is a big but, the effectiveness of carbon offsetting can vary widely depending on the quality and credibility of offset projects, as well as the transparency and accountability of carbon offset providers. Some offset projects can be low quality or merely move emissions rather than actually reduce them. Kind of like moving your veggies around the plate as a kid instead of eating them, or moving mess around the house instead of properly de-cluttering. Carbon offsetting shouldn’t be seen as a substitute for direct efforts to reduce emissions at the source through energy efficiency, renewable energy adoption, and other sustainable practices. Overall, while carbon offsetting can play a role in tackling climate change, its effectiveness comes down to how well they are monitored and implemented. It’s also essential to work on broader emissions reduction strategies in parallel, rather than seeing this as a substitute activity. Why is Carbon Offsetting Popular in Businesses? Carbon offsetting has become increasingly popular among businesses for several reasons. Firstly, it can be a quick fix. Offsetting allows companies to take immediate action to address their carbon footprint rather than waiting to get past all the barriers in some businesses (internal changes, infrastructure upgrades etc). It also offers a visible way for businesses to show that they’re serious about tackling climate change. They can engage with stakeholders and enhance their brand reputation by publicly committing to offsetting their carbon emissions. Companies can appeal to environmentally conscious consumers, investors, and employees who prioritise sustainability. This can lead to improved brand loyalty, increased customer engagement, and enhanced corporate social responsibility (CSR) credentials. Businesses opting for carbon offsetting may be doing so for financial reasons. It can offer cost-effective ways to quickly “reduce” (remember, carbon offsetting contributes to projects that aim to prevent or reduce greenhouse gas emissions but doesn’t always mean businesses are actually reducing their own emissions) their carbon footprint. In some cases, offset projects can be cheaper than implementing internal emission reduction measures, especially for industries with high emissions intensity or limited decarbonisation options. Lastly, carbon offsetting allows businesses to participate in global climate action efforts and contribute to broader sustainability initiatives. By supporting offset projects that reduce emissions or promote environmental conservation in communities around the world, companies can make a positive impact beyond their own operations and demonstrate leadership in addressing climate change on a global scale. Overall, the popularity of carbon offsetting in businesses stems from its ability to provide practical, cost-effective, and socially responsible solutions for mitigating carbon emissions while enhancing brand reputation and contributing to broader sustainability goals. But, remember, if not measured and implemented properly with appropriate projects running in parallel then it can be a distraction for businesses. Is Carbon Offsetting Greenwashing? This comes down to various factors, including the motivations behind the practice and the quality of offset projects implemented. Greenwashing refers to the deceptive or misleading use of environmental claims or initiatives to portray a company as more environmentally friendly than it actually is. The truth is that carbon offsetting can be used as a form of greenwashing. For example, if an oil giant bleats on about planting mangrove trees in Madagascar whilst continuing to drill land and sea to drive more profits. This is a business seeking to distract people from what it’s up to by promoting its carbon offsetting activities without making meaningful efforts to reduce its emissions at the source. Carbon offsetting can feed into the notion that emissions can be effectively "neutralised" by buying our way out of the climate crisis alone, without the need for fundamental changes to business practices or infrastructure. This can undermine efforts to implement more sustainable and carbon-efficient solutions within the company's operations. Not all carbon offsetting is greenwashing. When implemented responsibly and transparently, carbon offsetting can play a legitimate role in corporate sustainability strategies. High-quality offset projects, such as those that promote renewable energy, reforestation, or methane capture, can deliver real environmental benefits and contribute to global efforts to combat climate change. To avoid greenwashing, companies should approach carbon offsetting as part of a comprehensive sustainability strategy that includes efforts to reduce emissions at the source, invest in renewable energy and energy efficiency, and engage stakeholders transparently. They should prioritise high-quality offset projects, adhere to recognised standards and certifications, and ensure that offsetting activities contribute to broader emissions reduction efforts rather than be used as a substitute for meaningful action. Transparent reporting and communication about carbon offsetting activities are also crucial to building trust with stakeholders and avoiding accusations of greenwashing. What Can Businesses do Before Offsetting? Before turning to carbon offsetting, businesses should consider taking proactive steps to reduce their carbon footprint at the source. Some actions they can take include: Understand what you’re dealing with: conduct a comprehensive emissions assessment to identify key sources of emissions. Put your energy into your energy: implement energy efficiency measures to reduce consumption and invest in renewable sources such as solar or wind power. Getting from A to B: optimise transportation and logistics to minimise fuel consumption and emissions. Buy responsibly: adopt sustainable practices in your supply chain, such as sourcing materials locally or using recycled materials. Bin responsibly: implement waste reduction and recycling programs to minimise landfill emissions. It’s a team effort: encourage employees to get involved through sustainability initiatives and training programs. Set goals: target ambitious, science-based emissions reduction and regularly monitor progress towards achieving them. Ultimately, prevention is better than cure. Businesses should prioritise emissions reduction efforts before opting for carbon offsetting. Tackling it this way, businesses can demonstrate a genuine commitment to environmental impact which customers, employees, investors and partners will appreciate.