Amidst the global push for environmental consciousness, the ongoing discourse between printed and digital marketing materials gains significant traction. The Dodonut team, spearheaded by Tomasz Osowski, Co-founder, and Head of Design, recently undertook a rigorous case study to unravel the complexities of environmental impact associated with both printed agendas and their digital counterparts. In this comprehensive exploration, we delve into the insightful results and thought-provoking insights derived from the DesignWays Conf Sustainability Case Study.
Setting the Stage: A Journey Towards Sustainability
The study began with a mission to raise awareness about sustainability, utilizing Statsy, an analytics tool, and the co2.js library. Beyond the initial intention, the team sought to conduct a comprehensive exploration, questioning the widely accepted belief that digital alternatives are inherently more eco-friendly.
Unveiling the Carbon Footprint of Printed Media
Dodonut’s investigation into the carbon footprint of printed materials revealed a nuanced picture. Referring to research by Pihkola, Nors, and others, the team calculated that printing 1500 leaflets generated an estimated 30 to 45 kg of CO2. This foundational understanding set the stage for comparing the environmental impact of digital alternatives.
Navigating the Digital Landscape: Carbon Footprint of Designways.io
Transitioning into the digital realm, the Dodonut team explored the performance of the Designways.io website. The blog post details challenges in optimization and presents a comprehensive breakdown of the carbon footprint associated with each visit to the digital agenda page. The nuanced distinction between first-time visits and cached device revisits provided crucial insights into the varying environmental impact of digital engagement.
Crunching the Numbers: Detailed Calculations by Statsy & co2.js
Precision was paramount in the case study, and the team employed Statsy.com and the co2.js library for detailed calculations. Considering factors like data transfer, connection type, electrical grid efficiency, and session type, Dodonut determined that during the event, the Design Ways website generated 16,800g of CO2. This insight allowed for a direct comparison with the printed leaflets.
Electronic and Paper Communication: Important Considerations
Beyond raw data, the case study prompted consideration of broader aspects in electronic and paper communication. Factors such as web traffic, electricity grid efficiency, recycling potential, and overall website traffic were brought to the forefront, challenging simplistic viewpoints and encouraging a more holistic understanding of environmental impact.
Unearthing Surprises: Digital Practices and Competitor Comparisons
The case study took an unexpected turn when it revealed a competitor’s less-than-eco-friendly digital setup. A comparative analysis highlighted that the competitor’s page generated a higher carbon footprint than a single printed leaflet, urging a reevaluation of assumptions regarding the sustainability of digital practices.
The Verdict: Digital vs. Printed Media
In conclusion, Dodonut’s experiment challenged the prevailing notion that digital alternatives are inherently more eco-friendly than printed counterparts. While the study indicated that the carbon footprint of the digital media was generally lower than that of printed leaflets, various factors influenced these results. The case study emphasized the importance of considering a multitude of factors and encouraged readers to move beyond the binary perspective, promoting informed decision-making for a more sustainable future.
In this comprehensive breakdown of the DesignWays Conf Sustainability Case Study, the Dodonut team provides valuable insights, challenging industry norms and advocating for a more nuanced understanding of the environmental impact of marketing practices.
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