This blog explores the difference between having a carbon footprint and having carbon data you can actually act on. It breaks down what "decision-useful" means, what's missing from a basic total, and why measurement alone isn't the same as real climate progress

FIFA's 2026 World Cup polluted an estimated 9 million tCO2e. This blog breaks down the flights, private jets, sponsors and human cost behind that number, and asks why a tournament sponsored by the world's biggest oil company still calls itself sustainable.

Advertised Emissions measures the greenhouse gases caused by the extra buying advertising drives, not just the footprint of making an ad. It's a contested concept, trade bodies question the methodology, but it raises a genuine question about advertising's wider climate influence.

The Global Media Sustainability (GMSF) Framework is a voluntary industry framework for measuring greenhouse gas emissions from media campaigns consistently across channels. This article breaks down what it is, the problem it solves, what it tracks, and what adopting it does, and doesn't, actually mean.

AI is becoming part of the infrastructure of advertising. That means responsible media can no longer stop at carbon measurement. It needs to connect carbon, advertised emissions, AI governance, culture and trust into the way media businesses actually work.

For this edition of Impact Leaders, Toby speaks with Sophie O’Brien, founder of Pollen Careers, about what happens when you stop trying to game broken hiring systems and start redesigning them instead. They talk about the frustration that led Sophie to build Pollen, what she has learned from working with early-career talent, how she balances values with commercial reality, and why impact often shows up in the smallest moments as much as the big wins.

Learn what B Corp means, how certification works under the new standards, and what it means for businesses looking to certify or recertify.

Learn what ESG means in practice, why it matters beyond reporting, and how SMEs can focus on the environmental, social, and governance issues that count.

Learn what net zero really means, why it is more than offsetting, and what businesses need to do to build a credible reduction-first strategy.

Learn what a carbon footprint is, what it includes, how it is measured, and how businesses can use footprint data to prioritise action and reduce emissions.