GARM – Global Media Sustainability Framework

The first draft is here.

Advertising is a significant contributor of global greenhouse gas emissions, accounting for around 3-4% according to some academic estimates.

Action was therefore necessary to enhance the transparency, consistency, and accuracy in the way marketing industry stakeholders approach media greenhouse emissions to support climate action, and a voluntary framework was needed to span across all greenhouse gas measurement standards, all media channels, and all geographies.

The framework itself is the brainchild of GARM (Global Alliance for Responsible Media) and Ad Net Zero. They have been working tirelessly to bring together countless voices – stakeholders, media owners, industry bodies, scientists and independent advisors – to overcome the confusion, intertia and skills gap when addressing issues of variability in emissions measurement, fragmentation of data and impending reporting requirements.

The Global Media Sustainability Framework is now a recognised standard across the sector, and will continue to set the standard.

CarbonQuota has played its part in the working group, technical practices review team and acting as an industry consultant.

CarbonQuota provides specialist measurements and de-carbonisation advice to brands, media owners and agencies across all channels – digital, TV/video, out of home, print, radio/audio and cinema.

If you have any questions or would like to discuss this further, please reach out to the team who are more than happy to chat.

– Nathan Tiller, Co-Founder

Success will depend on finding practical solutions that work for printers, satisfy client performance requirements, and genuinely address environmental concerns without creating new problems elsewhere in the supply chain.
Nathan Tiller

Co-founder, CarbonQuota

The Path Forward

As regulations evolve and consumer awareness grows, the printing industry’s navigation of the PVC challenge continues to drive research into materials that could potentially deliver both performance and reduced environmental impact. The companies that successfully balance these competing demands while maintaining supply chain transparency and avoiding unsubstantiated claims will likely be better positioned in an increasingly scrutinised marketplace.

The industry faces ongoing challenges in developing materials that match PVC’s performance while addressing environmental concerns. Progress requires honest assessment of trade-offs, transparent communication about material properties and impacts, and continued investment in research and development. Success will depend on finding practical solutions that work for printers, satisfy client performance requirements, and genuinely address environmental concerns without creating new problems elsewhere in the supply chain.

Not sure where to start?  Get in touch to discuss how we can help.

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Navigating the PVC Paradox: Performance vs. Sustainability in Print Materials

The printing industry finds itself caught in a complex balancing act. PVC remains the gold standard for sign and display, delivering unmatched durability and colour vibrancy that clients demand. Yet mounting environmental pressure has transformed this reliable standard-bearer into the industry's most scrutinised material, forcing manufacturers and printers to navigate increasingly complex waters between performance expectations and sustainability concerns.

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Get in touch with our expert team today.