• by Richard Whitman , Columnist, April 26, 2022

Here’s an eyepopping statistic: With almost 40 billion tons of CO2 generated in 2021, the global digital industry has a larger carbon footprint than the civil aviation industry.

That’s according to Montreal-based digital marketing performance agency Labelium which has unveiled a new agency brand—footsprint—that is designed to help clients manage digital activities in way that reduces carbon footprints.

The new unit is billed as an “end-to-end” change management partner” that will help clients with sustainable web design, ecommerce and better optimization of media among other services. The agency also says it will allocate a portion of earnings to environmental and social causes through partners like Ecologi and Eden Reforestation Projects.

The firm has released research about the cleanest and dirtiest websites (from a carbon perspective) of 60 companies on the Toronto Stock Exchange. A similar study is being planned for the U.S.

The new practice—which was developed via Labelium’s incubator program--is being led by managing director Elisa Boivin a seven-year veteran of the agency. During her time at Labelium she has managed accounts across Luxury, fashion and retail. In 2021 she was named ESG director for the Americas.