The ultimate checklist for auditing the sustainability of your marketing campaigns

In 2025, sustainable marketing campaigns are at the heart of successful strategies.
But how can you ensure that your actions respect your ecological commitments? This practical
checklist will guide you step by step in auditing the impact of your campaigns.

1. Identify the main environmental impacts

✅ Map the key stages of your campaign:

• Define the production phases (e.g. brainstorming, content creation, video shooting).
• Analyze the media used: digital, paper, physical events.
• Take distribution into account (e.g. online advertising, print, logistical transport).
• Don’t forget to include public relations events, donated goodies and so on.
  

✅ Analyze the impact of each step:

• Digital: Evaluate the energy consumption of web hosting, programmatic advertising and social platforms.
• Physical: Calculate the emissions associated with the production of printed materials or event logistics.

2. Measuring carbon impact with appropriate tools

✅ Choose a measuring tool :

• GHG Protocol: To measure greenhouse gas emissions.
• Carbon Trust: To assess the specific carbon impact of marketing campaigns.
• Simplified emissions calculators: Use online tools for a quick first audit.

Some references:

Paper Calculator: Environmental impact of your paper consumption
Eco Index: Evaluates the environmental impact of your website
MasseCritique: Carbon calculator for 360° advertising campaigns
Conseil québécois des évènements écoresponsables: Lots of resources for calculating the impact of your events.

✅ Collect the necessary data:

• Energy consumption of servers and digital tools.
• Volume of material produced (e.g. prints).
• Mileage for logistics or transport.

✅ Analyze the results:

• Identify the jobs with the greatest impact.
• Compare your performance with industry benchmarks.

3. Verify supplier transparency and compliance

✅ Take a look at certifications and labels:

• Do your service providers have recognized labels (e.g. ISO 14001, FSC for paper, B Corp for agencies)?
• Are they transparent about their sustainable practices?

✅ Ask the right questions:

• What materials or technologies do they use to minimize their impact?
• Do they provide audits or impact reports?

✅ Validate commitments :

• Demand documented proof (e.g. certificates, independent audits).
• Choose partners aligned with your environmental values.

4. Optimizing design and distribution

✅ Favour environmentally-friendly design choices:

• Opt for minimalist, resource-saving designs.
• Choose digital formats rather than physical prints.

Reference: Masse Critique’s sustainable marketing toolbox, which includes a guide to eco-design for advertising campaigns.

✅ Reduce the impact of digital advertising:

• Limit unnecessary broadcasts (e.g. targeted programmatic).
• Avoid data-intensive formats (e.g. HD video on low-bandwidth channels).

✅ Evaluate responsible alternatives:

• Use platforms that are committed to reducing their carbon footprint.
• Consider local collaborations to minimize transportation.

5. Integrate consumer feedback

✅ Measure the perception of your initiatives:

• Launch post-campaign surveys or questionnaires.
• Analyze feedback via social networks or customer reviews.

✅ Involve your customers:

• Propose participative initiatives (e.g. voting on impact projects).
• Communicate your efforts and results transparently.

6. Monitoring and continuous improvement

✅ Create a monitoring dashboard :

• Track environmental KPIs: CO₂ emissions, energy consumption, waste volume.
• You can even create KPIs that link your performance and your environmental performance, such as CO₂ emissions per lead or visit.
• Set annual improvement targets.

✅ Carry out regular audits:

• Plan a mid-year or annual review to adjust your practices.
• Compare your progress from one campaign to the next.

✅ Communicate your results:

• Share your success stories in your CSR reports and communication channels.
• Use engaging storytelling to demonstrate your positive impact.

Conclusion

By following this checklist, you’ll have a clear view of the strengths and weaknesses of your campaigns in terms of sustainability. This will enable you to make informed decisions to align your marketing strategies with your environmental commitments. 🌱