Leading Out-of-Home media company JCDecaux New Zealand today announces it is resetting its climate strategy to prioritise becoming net-zero by 2050. The new strategy means it will no longer aim for carbon neutrality as it pushes for more ambitious emissions reductions.
The announcement comes as JCDecaux receives its Toitū “net carbonzero” carbon neutral certification for 2022 (Scope 1 & 2), that saw a significant 54 percent reduction in emissions.
Alexandra Heaven, Head of ESG for JCDecaux Australia and New Zealand, said the change of direction reflects evolving best practice in climate responsibility and is aligned with the deep and urgent action needed to stay within the Paris Agreement’s 1.5-degree limit for global warming.
She said: “Carbon neutral has been a useful and motivating claim across the economy, pushing companies to measure their emissions. But it hides the need to shift to an economy that has reduced emissions at the source. We cannot neutralize our way out of the climate crisis.”
As part of its new climate strategy reset, JCDecaux New Zealand joined Ad Net Zero which launched in Aotearoa New Zealand in August this year. Ad Net Zero aims to decarbonise the production, distribution, and publication of advertising.
Phil Eastwood, General Manager of JCDecaux New Zealand said: “JCDecaux New Zealand's remarkable 54 percent reduction in carbon emissions shows that our commitment to environmental sustainability is already deeply embedded in the business. Joining Ad Net Zero as a founding member, also highlights our collaborative approach. There is more that can be achieved together as an industry than as individual companies. Our renewed strategy will see JCDecaux continuing our commitment to transparency, while advancing our engagement with clients and partners on emission reductions.”
Globally, JCDecaux has a target of net-zero by 2050 across Scope 1, 2, and 3, which means a commitment to reducing emissions across operations, purchased energy, and supply chain by 90 per cent versus 2019 figures. Its 2030 ambition is to reduce Scopes 1 and 2 by at least 60 per cent and Scope 3 emissions by 46 per cent compared to 2019.
JCDecaux was also the first Out-of-Home company in the world to join RE100, a global leadership initiative committed to 100 per cent renewable electricity. JCDecaux is the only RE100 Out-of-Home business in New Zealand. In 2020, JCDecaux launched the Future Banner, a more environmentally friendly static billboard skin that is PVC free and reduces landfill waste, for use on standard 12x3 and 6x3 frames. Additionally, Future Banner is able to be recycled into fence posts giving it a second life.
*Edit: The announcement comes as JCDecaux receives its Toitu "net carbonzero" carbon neutral certification for 2022, not 2023 as originally listed.