Ben Co-Founder 27 June, 2025 • Reading time: 7 minutes Serviced emissions: the hidden climate impact of professional services Serviced emissions means that if your agency helps a client grow their business, you share responsibility for the emissions generated by that growth. Climate Change Events What are serviced emissions? The climate crisis is transforming every sector, and the creative industries are no exception. As the pressure grows, so does our opportunity to lead. As part of London Climate Action Week, a recent session brought together leading voices from the advertising world who are integrating serviced emissions into the heart of their business. Developed by Oxford Net Zero and promoted by Purpose Disruptors and Creatives for Climate, the framework helps organisations measure the full impact of their work, from the clients they serve to the stories they tell. Serviced emissions are defined as greenhouse gas emissions arising from or impacted by client activities that are informed, enabled, or influenced by the advice or services of a professional service provider. For ad agencies, this translates to what’s being called “advertising emissions”, the greenhouse gas emissions that result from the increased sales generated by ad campaigns. If your creative campaign helps an automotive client sell more cars, and you can prove through econometric modelling that your work drove those incremental sales, then the emissions from those additional vehicles are partially attributed to your agency. In simpler terms: If your agency helps a client grow their business, you share responsibility for the emissions generated by that growth. Why Serviced Emissions matters to Empower For Empower, the serviced emissions framework represents an important evolution in how we understand our responsibility as an agency. As a business built on the principle of accelerating impact, we recognise that our influence extends far beyond our immediate operational footprint. Every campaign we create, every brand we help grow, and every message we amplify has the potential to either accelerate or decelerate the transition to a sustainable future. . To bring the serviced emissions framework to life, the London Climate Action Week session explored how accounting for serviced emissions opens new paths to climate leadership, reduces risk, and builds future-fit organisations. Speakers included: Lucy von Sturmer, Founder, Creatives for Climate Jonathan Wise, Co-founder, Purpose Disruptors Caroline Davison, Managing Director & Sustainability Lead, Elvis Neil Clarke, Head of Sustainability, MSQ & Partners Tom Tapper, Co-founder, Nice & Serious Rob Minto, Managing Director, The Onlii Moving beyond traditional operational footprints, this framework examines the broader climate consequences of the work these organisations do for their clients. Through honest discussion and practical insight, the speakers shared how they’re making this transition and why it’s not just the ethical choice, but smart business. The serviced emissions framework has gained significant traction through partnerships with Race to Zero, representing 15,000 organisations and about 30% of global GDP. This institutional backing transforms what might have been dismissed as a fringe concept into something that major corporations and holding companies can no longer ignore. As one panellist noted, the advertising industry influences a trillion dollars of spend annually. Currently, much of that spend is directed towards unsustainable consumption patterns. The serviced emissions framework asks a critical question: how do we redirect that influence towards more sustainable ways of living within planetary boundaries. The scale of impact Whilst much attention focuses on the negative impacts, serviced emissions also highlight positive opportunities. Agencies working with clients transitioning away from fossil fuels can demonstrate measurable emissions reductions. When one agency calculated advertising emissions for their top 20 clients, the result was 42 times higher than their operational emissions. This multiplier effect demonstrates why focussing solely on internal footprints – whilst important – misses the bigger picture of professional services’ true climate impact. For example, a campaign promoting flight-free European holidays could show concrete reductions in aviation emissions by shifting travellers to rail transport. Six action areas for implementation The serviced emissions framework provides six key areas for organisations to consider: Strategy: Develop a strategy to recognise and understand your serviced emissions Governance: Create robust governance systems that integrate climate considerations into client selection, project delivery, and ongoing relationships Measurement: Establish systems to measure and report on the climate impact of client work Systems change: Actively work to shift the sector or system you operate within Client selection: Make conscious decisions about which clients and projects align with climate goals Operations: Continue improving your own operational footprint These elements work as a continuous improvement model, with each area reinforcing the others. Practical steps for agencies For agencies looking to engage with serviced emissions: Start simple: If you’re a small agency or freelancer, begin with a basic question: “Is this client helping or harming the planet?” This fundamental assessment can guide decision-making without requiring complex calculations. Find your framework: Whether it’s B Corp certification, joining the Ethical Agency Alliance, or participating in Purpose Disruptors, align with existing frameworks that provide structure and credibility. Measure what matters: Focus measurement efforts where you can have the biggest impact rather than trying to calculate everything perfectly from the start. Build alliances: Connect with other agencies and organisations working on similar issues. The community is supportive, and shared resources can help smaller agencies participate meaningfully. The future of serviced emissions The framework represents a maturation of thinking about professional services’ climate impact. It moves beyond the relatively easy task of measuring office energy use to grapple with the more complex but far more significant question of how professional services shape the broader economy. For agencies, this isn’t just about compliance or risk management, it’s about recognising the true scope of their influence and using that power responsibly. As one panellist put it: “If you have not made that connection, you do not understand the impact of our industry.” The challenge now is moving from awareness to action, from theory to practice, and from individual agency initiatives to industry-wide transformation. The tools and frameworks exist, what’s needed is the will to use them. The serviced emissions framework continues to evolve, with new reports and methodologies being developed. If you’re interested in participating in the movement, connect with Purpose Disruptors, explore B Corp certification, or join the Ethical Agency Alliance. “ “The challenge now is moving from awareness to action, from theory to practice, and from individual agency initiatives to industry-wide transformation. The tools and frameworks exist, what’s needed is the will to use them.” More Insights Further insights from the Empower team View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more View content Events Facebook Ads Nonprofits & the new Meta reality Read more View content Climate Change Digital Strategy Climate Insights: ‘Involving the public in achieving net zero’ Read more View content Events Facebook Ads Meta Changes: Navigating the new reality for nonprofits Read more View content Climate Change Climate Action, Autism, and Navigating COP Read more View content Climate Change How to effectively communicate about climate change and sustainability Read more View content Social Media Digital charity and third sector comms: 10 groups and communities you should know about Read more
What are serviced emissions? The climate crisis is transforming every sector, and the creative industries are no exception. As the pressure grows, so does our opportunity to lead. As part of London Climate Action Week, a recent session brought together leading voices from the advertising world who are integrating serviced emissions into the heart of their business. Developed by Oxford Net Zero and promoted by Purpose Disruptors and Creatives for Climate, the framework helps organisations measure the full impact of their work, from the clients they serve to the stories they tell. Serviced emissions are defined as greenhouse gas emissions arising from or impacted by client activities that are informed, enabled, or influenced by the advice or services of a professional service provider. For ad agencies, this translates to what’s being called “advertising emissions”, the greenhouse gas emissions that result from the increased sales generated by ad campaigns. If your creative campaign helps an automotive client sell more cars, and you can prove through econometric modelling that your work drove those incremental sales, then the emissions from those additional vehicles are partially attributed to your agency.
In simpler terms: If your agency helps a client grow their business, you share responsibility for the emissions generated by that growth.
Why Serviced Emissions matters to Empower For Empower, the serviced emissions framework represents an important evolution in how we understand our responsibility as an agency. As a business built on the principle of accelerating impact, we recognise that our influence extends far beyond our immediate operational footprint. Every campaign we create, every brand we help grow, and every message we amplify has the potential to either accelerate or decelerate the transition to a sustainable future. . To bring the serviced emissions framework to life, the London Climate Action Week session explored how accounting for serviced emissions opens new paths to climate leadership, reduces risk, and builds future-fit organisations. Speakers included: Lucy von Sturmer, Founder, Creatives for Climate Jonathan Wise, Co-founder, Purpose Disruptors Caroline Davison, Managing Director & Sustainability Lead, Elvis Neil Clarke, Head of Sustainability, MSQ & Partners Tom Tapper, Co-founder, Nice & Serious Rob Minto, Managing Director, The Onlii Moving beyond traditional operational footprints, this framework examines the broader climate consequences of the work these organisations do for their clients. Through honest discussion and practical insight, the speakers shared how they’re making this transition and why it’s not just the ethical choice, but smart business.
The serviced emissions framework has gained significant traction through partnerships with Race to Zero, representing 15,000 organisations and about 30% of global GDP. This institutional backing transforms what might have been dismissed as a fringe concept into something that major corporations and holding companies can no longer ignore. As one panellist noted, the advertising industry influences a trillion dollars of spend annually. Currently, much of that spend is directed towards unsustainable consumption patterns. The serviced emissions framework asks a critical question: how do we redirect that influence towards more sustainable ways of living within planetary boundaries.
The scale of impact Whilst much attention focuses on the negative impacts, serviced emissions also highlight positive opportunities. Agencies working with clients transitioning away from fossil fuels can demonstrate measurable emissions reductions. When one agency calculated advertising emissions for their top 20 clients, the result was 42 times higher than their operational emissions. This multiplier effect demonstrates why focussing solely on internal footprints – whilst important – misses the bigger picture of professional services’ true climate impact. For example, a campaign promoting flight-free European holidays could show concrete reductions in aviation emissions by shifting travellers to rail transport.
Six action areas for implementation The serviced emissions framework provides six key areas for organisations to consider: Strategy: Develop a strategy to recognise and understand your serviced emissions Governance: Create robust governance systems that integrate climate considerations into client selection, project delivery, and ongoing relationships Measurement: Establish systems to measure and report on the climate impact of client work Systems change: Actively work to shift the sector or system you operate within Client selection: Make conscious decisions about which clients and projects align with climate goals Operations: Continue improving your own operational footprint These elements work as a continuous improvement model, with each area reinforcing the others.
Practical steps for agencies For agencies looking to engage with serviced emissions: Start simple: If you’re a small agency or freelancer, begin with a basic question: “Is this client helping or harming the planet?” This fundamental assessment can guide decision-making without requiring complex calculations. Find your framework: Whether it’s B Corp certification, joining the Ethical Agency Alliance, or participating in Purpose Disruptors, align with existing frameworks that provide structure and credibility. Measure what matters: Focus measurement efforts where you can have the biggest impact rather than trying to calculate everything perfectly from the start. Build alliances: Connect with other agencies and organisations working on similar issues. The community is supportive, and shared resources can help smaller agencies participate meaningfully.
The future of serviced emissions The framework represents a maturation of thinking about professional services’ climate impact. It moves beyond the relatively easy task of measuring office energy use to grapple with the more complex but far more significant question of how professional services shape the broader economy. For agencies, this isn’t just about compliance or risk management, it’s about recognising the true scope of their influence and using that power responsibly. As one panellist put it: “If you have not made that connection, you do not understand the impact of our industry.”
The challenge now is moving from awareness to action, from theory to practice, and from individual agency initiatives to industry-wide transformation. The tools and frameworks exist, what’s needed is the will to use them. The serviced emissions framework continues to evolve, with new reports and methodologies being developed. If you’re interested in participating in the movement, connect with Purpose Disruptors, explore B Corp certification, or join the Ethical Agency Alliance. “ “The challenge now is moving from awareness to action, from theory to practice, and from individual agency initiatives to industry-wide transformation. The tools and frameworks exist, what’s needed is the will to use them.”
More Insights Further insights from the Empower team View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more View content Events Facebook Ads Nonprofits & the new Meta reality Read more View content Climate Change Digital Strategy Climate Insights: ‘Involving the public in achieving net zero’ Read more View content Events Facebook Ads Meta Changes: Navigating the new reality for nonprofits Read more View content Climate Change Climate Action, Autism, and Navigating COP Read more View content Climate Change How to effectively communicate about climate change and sustainability Read more View content Social Media Digital charity and third sector comms: 10 groups and communities you should know about Read more
Subscribe for updates Keep updated with our latest news, trends and case studies. Email(Required) PhoneThis field is for validation purposes and should be left unchanged.
