Kolsquare, a European influencer marketing technology company and certified B Corp, has partnered with climate analytics specialist SAMI to create an open-source tool designed to measure the environmental impact of influencer marketing campaigns.
With the digital economy accounting for up to 12% of global energy consumption, according to UN data, the rapid expansion of influencer marketing – now a £19 billion industry – contributes to rising CO₂ emissions. Over 54% of influencer marketers plan to expand their business in 2025, further increasing the industry’s environmental footprint.
“Our industry is built around growth and scalability – so it’s even more important to scale responsibly,” said Quentin Bordage, CEO and founder of Kolsquare. “You can’t improve what you can’t measure – that’s why quantifying the impact of our actions is the first step in understanding where emissions come from and what can be done to reduce them.”
Measuring influencer marketing’s carbon footprint
Kolsquare’s Carbon Footprint Calculator analyses various aspects of influencer campaigns, including travel, accommodation, product shipping, and the energy consumption of social media platforms. The tool provides a reading in grams of CO₂ equivalent (gEqCO₂) to give marketers a clearer picture of their campaign’s environmental impact.
“There are limitations, and evaluating carbon impact will never be 100% accurate,” said Michella Saliby, chief product officer at Kolsquare. “However, measuring and calculating it allows us to see where we can make changes to reduce or offset it. The more we know about the carbon impact of our activities, the more we can do to reduce it.”
Reducing emissions through data-driven decisions
A recent campaign led by Kolsquare partner Greenstory for Ibis Styles demonstrated how tracking carbon impact can drive more sustainable marketing choices. By prioritising local travel over flights, the campaign saved 1.968 tonnes of CO₂—the equivalent of an average household’s energy consumption for three months.
Kolsquare has also published a whitepaper offering expert insights, case studies, and best practices for running influencer marketing campaigns with a lower environmental impact. The company aims not only to provide measurement tools but also to raise awareness about climate change and encourage brands to integrate sustainability into their strategies.
“Let’s not forget that influencers have enormous power to spark conversations and raise awareness about important issues, including sustainability,” added Bordage. “By integrating them into our sustainability journey, our industry amplifies its voice, opening the conversation and inspiring others to play their part. Every step, every data point, and every individual counts – let’s work together to use #InfluenceForGood.”
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