Record temperatures of up to 40 degrees and drought in Europe. Developments that can make you break out in a cold sweat. Nevertheless, there are reasons to remain optimistic - as the Focus Online Earth team shows.
Immediate, Burda's British media company, has a clear vision: to be a media company that takes responsibility for climate protection. "We are in the midst of a climate crisis, which is why sustainability is a central part of our corporate strategy", explains Immediate’s CEO Sean Cornwell. "What we do and how we understand our role in society and towards the environment is crucial."
"Sustainability is not a side issue for us – it is an integral part of every decision we make", assures Michelle Whitehead, Sustainability Lead at Immediate. "Every job has an impact on the climate. What purchasing decisions do you make? And when you create content: What contributions really help the climate discussion?"
Last year, Immediate stepped up its efforts by introducing a steering and governance system. A key part of this structure are the so-called ‘changemakers’, employees from various departments who play a decisive role in implementing the strategy.
One focus of the strategy is on reducing CO₂ emissions – and Immediate has set itself ambitious targets for this: the media company aims to reduce its emissions by 30 per cent by 2030 and achieve net zero by 2045. This means that emissions must be reduced by at least 90 per cent. This is being achieved step by step, including by switching to 100 per cent renewable energy at all company locations, implementing more efficient printing processes and improving logistics. In addition, Immediate now also measures and publishes the CO₂ emissions of its advertising campaigns as standard.
The second area of action relates to material procurement. Immediate favours ethical, environmentally friendly alternatives and has consistently banned plastic packaging from its products.
The company also sees itself as a role model for the entire industry and is therefore involved in various associations and initiatives. "We see ourselves as part of a movement. To make a real impact, we have to act together – with other media companies, advertising clients and our readers", says Michelle.
Inspiring people to adopt a more sustainable lifestyle through its wide-reaching brands is another focus for Immediate. "Our content can change behaviour. That's our big opportunity – and our responsibility", says Michelle. A sustainable content strategy has therefore been developed, aiming to increase the proportion of climate-relevant content in Immediate brands by 15 percent. Surveys and tests among readers and consumers formed the basis for the development of effective, appealing climate content. The editorial teams were then trained in the areas of framing and language. "If we can motivate people to make sustainable choices, we can bring about real change ", says Michelle.
The path is ambitious – but Immediate shows what is possible when a company takes responsibility.
