Photo Source: Ivan Samkov
Kolsquare and SAMI are leading the charge to measure the environmental impact of influencer marketing with the launch of an open-source Carbon Footprint Calculator. Introduced on 14 February 2025, the tool comes as the $24 billion industry faces mounting pressure to reduce its digital carbon emissions.
This innovative solution gives brands the power to track and minimise their environmental footprint in a sector that’s quickly becoming a major sustainability challenge.
“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,” said Quentin Bordage, CEO and Founder of Kolsquare.
The Hidden Cost of Digital Influence
The influencer marketing industry is causing a sharp rise in CO₂ emissions, much of which is tied to energy-intensive digital platforms, travel, and product shipping.
A single influencer with 3 million followers generates the equivalent of 481 Paris-New York flights each year—about 1.072 tonnes of CO₂e. Social media platforms, which are at the heart of this phenomenon, contribute significantly to the problem. TikTok alone consumes 0.96gEqCO2 per minute, with other platforms like Reddit, YouTube, Pinterest, and LinkedIn also playing a major role in global energy use.
How the Carbon Footprint Calculator Works
Kolsquare’s Carbon Footprint Calculator assesses various elements of influencer marketing campaigns, including:
- Travel emissions
- Platform usage impact (e.g., TikTok produces 57.6g CO₂ per hour)
- Product shipping emissions
- Accommodation carbon footprint
The tool measures impact in grams of CO₂ equivalent (gEqCO₂) and provides brands with actionable insights to reduce or offset their carbon footprint.
Although no carbon measurement tool can be 100% precise, Kolsquare believes the key is progress, not perfection.
“There are limitations and evaluating your carbon impact will never be 100% accurate. However, measuring and calculating it allows us to see where we can make changes to reduce or offset it,” said Michella Saliby, Chief Product Officer at Kolsquare.
How Ibis Styles Reduced Emissions
A recent campaign by Kolsquare partner Greenstory for Ibis Styles illustrates how data-driven choices can lead to significant carbon savings.
The campaign saved 1.968 tonnes of CO₂—the equivalent of a household’s energy consumption for three months by prioritising local travel over flights.
“We are not just a data-driven company; we are also purpose-driven, and we know that transparency is essential for making informed decisions,” Bordage added.
A Call for Responsible Influence
Kolsquare is actively championing sustainability in influencer marketing with the release of a comprehensive whitepaper offering expert advice, case studies, and practical strategies for brands. The company also underscores the influential role that influencers can play in promoting environmental awareness,
“Let’s not forget that influencers have enormous power to spark conversations and raise awareness about important issues, including sustainability,” said Bordage.
Conclusion:
The EU’s increasing focus on corporate sustainability means brands must now take action on their digital carbon footprints.
Kolsquare’s Carbon Footprint Calculator provides businesses with the means to measure, reduce, and offset emissions—essential steps in a world where climate responsibility is gaining traction,
“Every step, every data point, and every individual counts—let’s work together to use #InfluenceForGood,” Bordage concluded.