Our Sustainability Journey: Prioritizing Social and Environmental Responsibility in Online Marketing

Hey there, I’m Natalia, Head of Online Marketing at Advance Metrics and I wanted to share with you the beginning of our journey towards sustainability in our company. As an online marketing agency, we understand the impact our actions have on the environment and society as a whole. We believe that sustainability is essential to creating a better future for ourselves, our customers, and the planet. That’s why we’ve taken a proactive approach towards becoming a sustainable company.

I personally have always been passionate about sustainability, and it’s something that I am very excited to have in the forefront of our company strategy at Advance Metrics. I believe that every little step counts, and as a company, we have the power to make a big difference. As an online marketer, I recognize the important role our industry plays in promoting sustainable products and services. I want to ensure that we are doing our part to promote sustainability in our operations and marketing activities.

How did we get started?

At Advance Metrics, we encourage an inclusive and transparent work culture with our team and our clients. We already have many initiatives that align with sustainable work practises, but we realize that while we may be progressive in some areas, we can certainly work on integrating this formally into our work culture and structure. Furthermore, we recognize that transitioning to a sustainable digital agency requires expertise and guidance. To ensure that we take the right steps towards sustainability, we consulted with different sustainability experts. We heard from a variety of experts and from these discussions, we determined that the most critical first step in a sustainability strategy is to identify which areas are important to us as a team.

We decided to conduct workshops in order to find out which topics are significant to us. We included all members of our team to understand everyone’s unique perspective. During the workshops, we discussed the sustainability topics that were of interest to each team member. We used this input and the input of our clients to conduct a materiality assessment, which helped us identify the sustainability issues that are most relevant to our organization and stakeholders.

The sustainability topics that were identified during the workshop and included in our materiality assessment are outlined below:

Advance Metrics Sustainability
Our first materiality assessment workshop took place in January 2023.

What did we learn?

The findings from the materiality assessment were very interesting to reflect on because we found that our company culture already addresses some issues very clearly, for example our diverse team counts 9 nationalities. We are gender balanced and prioritize experience and skills when considering new candidates. We also have already encouraged a low carbon footprint culture from a shared co-working and remote work structure. Transparency is a key aspect of sustainable business governance, and we promote transparency in our company through our open-book system. This approach allows our employees to understand the financial performance of the company and how their work contributes to our overall success.

Although these few examples have occurred organically in our organization, we recognize that it is important to challenge ourselves in areas that do not come so naturally and to strive to improve what we do already.

What comes next?

Our next steps towards sustainability involve defining our goals for each of our sustainability focus areas and outlining which milestones will show us that we are on track to reaching them. We will continuously update our website and blog to keep you informed about our sustainability journey.