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Inside Track Issue 04 - September 2021
The Three Pillars of Sustainability
Like any ‘ethical company’, Mediafleet has serious ambitions to reduce its carbon output to help with climate change initiatives as set out in the goals of the ‘2030 Agenda for Sustainable Development’ by the United Nations General Assembly in 2015.
This process for businesses, however, is challenging. There is no single definition of sustainability, and the act of introducing new ‘green’ initiatives could be viewed as a contradiction to what a branding business actually does. For example, supporting real sustainability means encouraging customers to consume less, and that goal stands in direct contrast to many companies' business models, which is to expand and sell more of their products. For Mediafleet, this could mean a request for more complex vehicle graphics.
But some businesses are trying to find a balance and the creative studio at Mediafleet is here to help organisations maintain vehicle branding effectiveness but perhaps with simpler vehicle graphics – meaning less vinyl used. Sustainable vinyl is also an option with more manufacturers releasing this type of recyclable vinyl.
Mediafleet maintaining brand effectiveness
Mediafleet recognises that the benefit of implementing sustainable business practices can build goodwill with increasingly environmentally conscious customers and it is this business plan that will maintain our business growth whilst attempting to minimise the amount of vinyl used.
Mediafleet has built its reputation on delivering excellent products and services for its customers against market-leading service levels. Plus, customers need their vehicle branding to be priced sensibly, be impactful and long-lasting, after all this is an important marketing communication channel. We also recognise however, that our customers wish to engage with organisations that take climate change seriously and are taking the proper steps to reduce their carbon footprint as well as behaving ethically. This means buyers of services interrogating the service provider’s supply chain. For example, some suppliers outsource certain aspects of the supply model, but this means that they lose control of certain important green initiatives. For instance, it is very difficult for one business to dictate to another business the type of vehicles they use. You may operate a green fleet, but you cannot easily impose that policy on a subcontractor or third party.
The Mediafleet approach to sustainability is the same approach we adopt to all aspects of our business.
The initiatives we have created are real, deliverableand measurable.
We identify the most important aspects and define procedures to enable us to achieve our goals. Although sustainability is a vast topic with many initiatives, Mediafleet has focussed on three important areas that significantly improve sustainability.
Balancing customer branding objectives with real world sustainability initiatives
Mediafleet Energy Initiative
Energy management is a rapidly growing business agenda item due to aggressive environmental initiatives concerning climate change and global carbon reduction.
Mediafleet will endeavour to meet or exceed thefollowing energy management targets:
• Reduce operating expenses by actively and responsibly managing energy consumption
• Demonstrate commitment to public safety by reducing pollution associated with energy use
• Reduce energy consumption in existing buildings by 30% over a 5-year period
• Acquire, and/or construct all new buildings to achieve 30% energy savings via building energy codes
• Reduce carbon emissions associated with energy consumption by 40% by 2025.
We endeavour to meet or exceed the following energy management targets:
REDUCE ENERGY CONSUMPTION BY 30%
REDUCE CARBON EMISSIONS BY 40%
Mediafleet has to date:
• Implemented department training initiatives on energy saving techniques
• Installed energy saving light bulbs and strip lights
• Installed door closers
• Improved building insulation
Mediafleet Waste Initiative
Mediafleet adopts the principles of the ‘best practical environmental option’ in the delivery of its waste management and will reduce, reuse, and recover waste products in preference to the disposal of waste to landfill.
The Mediafleet initiatives include:
• Waste Reduction – Also known as waste minimisation, to reduce the amount of waste materials being produced.
• Re-utilisation of waste – To continually re-use an item in order to eliminate the use of resources in buying/making new items.
• Recovering Waste – Waste produced off site is recovered and disposed of correctly on return to the Mediafleet complex.
• Waste Disposal – Waste is collected via a responsible waste services business for proper disposal.
Adapting Procedure
Mediafleet has to date:
• Contracted with Veolia waste Management for the collection of waste
• Mediafleet vinyl applicators collect all waste whilst on a third-party site and return it to Mediafleet for proper disposal
• Vinyl packaging is re-used for the shipment of finished graphics
Mediafleet Transport Policy
The general aim of Mediafleet’s transport policy is to reduce environmental impact and improve performance by minimising pollution and noise to improve vehicle efficiency. Transportation is one of the weakest links for many organisations when it comes to carbon emissions. According to figures from the Department for Business, Energy & Industrial Strategy, in 2018, transport accounted for 33% of all CO2 emissions in the UK.
Transitioning to electric transport makes environmental and business sense. This initiative supports our sustainable working targets to reduce our environmental impact.
Embracing New Initiatives
The Mediafleet transport initiatives include:
• As part of our fleet vehicle electrification, Mediafleet has committed to a phased integration of electric vehicles into the fleet that we directly control.
• We are aiming for the fleet to be 100% ‘alternative fuelled vehicles’ by 2025.
• We have a fleet of approximately 40 company vehicles. The car fleet is now fully electric.
• Our aim is to electrify the van fleet (16 vehicles) and we are planning the integration of AFV’s based on the nature of the work to be done by these vehicles. This will be a phased introduction.
• In addition, when needed, we will choose to partner with car hire and taxi companies who offer or use electric vehicles.
• We have installed charging points at the Mediafleet complex in Witney, Oxfordshire.
• Careful consideration is give to journey planning to minimise fuel usage.
