Publication date: 31.07.2025
The Marketing Communication Association SAR, which brings together 137 companies from across the marketing communication sector (including full-service agencies, media houses, brand design and consulting agencies, event and AdTech firms, and production studios), approached our Foundation in response to growing climate expectations from its member companies’ clients. SAR’s primary need was to develop a tool that would help its member agencies calculate the carbon footprint of events.
In collaboration with SAR’s project team, our experts developed a unique tool for the Polish advertising and event industry — the Event Tracker CO₂, a carbon footprint calculator for events. This tool enables:
The calculator takes into account emissions from a wide range of sources, including: scenography, technical equipment, marketing materials, entertainment features, furniture, transportation, accommodation and catering for both staff and attendees, energy and water use, waste generation, and digital and communication content.
The tool is free to use for all SAR member companies. Non-member companies may access the Event Tracker CO₂ under conditions agreed upon with SAR or the Climate & Strategy Foundation. To simplify usage, the calculator is supplemented with detailed instructions that guide users through every step of the calculation process.
The Event Tracker CO₂ was developed in accordance with the GHG Protocol Product Life Cycle Accounting and Reporting Standard (September 2011, World Resources Institute and World Business Council for Sustainable Development). It incorporates over 600 emission factors, sourced from widely recognized, peer-reviewed, officially published national and international research institutions and industry associations.
The Event Tracker CO₂ enables SAR member agencies to understand the climate impact of the events they organize and to take informed steps to reduce those emissions. At the business level, access to this calculator allows agencies to remain competitive on both domestic and international markets, meet growing client expectations, and participate in tenders, particularly those held by international clients who already calculate and report carbon emissions across their value chains. According to agencies that have used the tool, the results and the implementation of reduction measures not only support emissions reduction but also increase climate awareness among employees and event participants, promoting sustainable practices across the value chain.
Climate change is one of the greatest challenges of our time. We recognize that decarbonization, including within our sector, is a key element of sustainable development efforts. Events, whether small or large, have an environmental impact. SAR member agencies, as event organizers for their clients, want access to tools that allow them to assess and reduce that impact. Our role at SAR is to support them in this mission by providing expert knowledge and best-in-class tools. We are witnessing dynamic changes in global climate policy. At SAR, we remain firmly committed to the ESG transformation. Guided by science and evidence, we see the value, necessity, and business responsibility in these efforts.
Magdalena Spisak, Membership & Industry Relation Manager, SAR
Much is said about calculating the carbon footprint of companies, products, services, or even cities — but events, too, generate emissions and can significantly impact the climate. This tool empowers event organizers to measure that impact and implement strategies for meaningful emissions reductions.
Dr Agnieszka Liszka-Dobrowolska, Board Member and Co-founder, Climate & Strategy Foundation
