Carbon & Climate Contributions Disclosure

Carbon Offset Disclosure

At Good-Loop we are committed to minimising our environmental impact as a business, while also proactively working to help measure and reduce the footprint of the advertising industry overall.

We are on a journey towards net zero and along the way, are committed to being as transparent as possible about the actions we are taking, the emissions we produce and the lessons we learn. That's why we hold a B Corp certification and publicly verified SBTi net-zero-targets.

This disclosure page explains our approach to carbon offsets and climate contributions over time, in line with California Assembly Bill 1305.

From Carbon Neutral to Carbon Responsible

Carbon neutral is defined as "the state achieved when a company that produces carbon emissions removes the same volume of carbon emissions from the Earth's atmosphere using carbon offsets".

Despite being so for the past 2 years, Good-Loop is no longer carbon neutral.

Instead of solely relying on offsets, in 2023 we introduced an internal 'Carbon Fee' per tonne of emissions. This fee will scale in line with our growth, ensuring our climate actions evolve sustainably and remain aligned with best practices.

This self-imposed fee, also referred to as a "carbon tax," takes carbon pricing to the next level by holding our company accountable for every ton of emissions we produce. It is a strategy that aligns our financial and sustainable goals to better incentivise positive action.

To read more about our carbon strategy, please refer to our 2023 Impact Report here.

While we no longer claim to be carbon neutral, we proactively offset 10% of our emissions as an interim step toward our SBTi-aligned net-zero targets. Under SBTi guidance, companies must achieve 90%+ emission reductions by their net-zero target date, with permanent neutralisation of any remaining residual emissions (typically 5-10%) only required after reaching this deep decarbonisation milestone.

In addition to this voluntary 10% investment in carbon removal credits, our internal 'Carbon Fee' supports Milkywire's Climate Transformation Fund. This fund diverts capital to impactful projects working across three core pillars: carbon removal, restoring and protecting nature, and decarbonisation.

Our Climate Contributions

In 2023, our total emissions were 467.9 tCO₂e. As part of our interim climate strategy leading toward our science-based net-zero targets, we proactively offset 10% of our emissions (47 tCO₂e).

Our carbon-related investments included:
- $1,779 invested into carbon removal credits
- $8,420 invested into climate projects

2024 Update

In 2024, Good-Loop's total emissions were 472 tCO₂e, an increase from 2023 driven primarily by operational expansion. As part of our ongoing climate strategy, we invested $7,080 in Milkywire's Climate Transformation Fund. To read more about our 2024 emissions, please refer to pages 41- 45 in our 2024 Impact Report.

Emissions Offsetting Registry:

Project Name: Blue Ridge Escarpment Improved Forest Mgmt
Registry: ACR (via Greenly)
Type: Carbon Removal (Forestry)
Location: USA
Year: 2023
Tonnes: 47 tCO₂e
Verification Status: Verified & Retired (SustainCERT)

Climate Investments Registry:

Project Name: Milkywire Climate Transformation Fund
Registry: All donations are handled by Stiftelsen WRLD Foundation (Org ID No. 802526-9328), and WRLD Foundation a registered 501(c)(3) charity.
Type: Carbon removal - Nature restoration and protection - Decarbonisation initiatives
Year: 2023
Donated: $8,420

Client Offset Facilitation

Every media campaign executed by Good-Loop is included within our internal Scope three calculations. Therefore, if a client is running a Good-Loop media campaign, the emissions generated by that campaign have been accounted for in our emissions inventory and our Climate Fee.

Good-Loop's Good Measures technology also helps clients to understand, measure, reduce, and, when requested, offset the emissions from their own media campaigns.

When offsetting is requested, we facilitate the purchase of verified carbon offsets on behalf of our clients. These purchases are made in the client's name and are not used by Good-Loop for any claims of neutrality or net zero.

We work with Gold Standard to deliver these credits, as one of the most rigorous and trusted carbon credit certification bodies in the world. Projects are independently verified and must deliver measurable climate impact alongside sustainable development benefits aligned with the UN Sustainable Development Goals (SDGs).

The credits are purchased specifically for that client, and we do not mark up, resell, or profit from these transactions. In these cases, offset certificates are provided directly to clients for their own records and disclosures.

Annual Updates

This page will be updated annually to reflect our ongoing efforts and commitments.

Full list of projects in this year's fund here: https://www.milkywire.com/impact-funds/climate-transformation-Fund

Certified removals purchased via Greenly: "Blue Ridge Escarpment Improved Forest Management - provider: ACR

More information on the climate fund is available on our impact report link

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