Kolsquare Unveils Open-Source Tool to Track Carbon Footprint of Influencer Marketing

In an era where sustainability is more than just a buzzword, Kolsquare, Europe’s leading influencer marketing technology and certified B Corp, has taken a groundbreaking step towards environmental responsibility. In collaboration with climate analytics specialists SAMI, the company has launched the first open-source tool designed to help brands, agencies, and creators measure the carbon footprint of their influencer marketing campaigns.

Quentin Bordage CEO and founder of Kolsquare 

The Hidden Environmental Cost of Influencer Marketing

The digital economy, including devices, data centres, and ICT networks, currently accounts for up to 12% of global energy use, according to the United Nations. With influencer marketing surpassing a market value of $24 billion in 2024 and more than 54% of marketers planning to expand their efforts in 2025, the industry is an undeniable contributor to CO₂ emissions.

“Our industry is built around growth and scalability—so it’s even more important to scale responsibly,” says 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.”

How the Carbon Footprint Calculator Works

Kolsquare’s Carbon Footprint Calculator takes into account key factors of a campaign, including travel, social media platform usage, product shipping, and accommodation. By analysing these elements, it provides a reading in grams of CO₂ (gEqCO₂), allowing marketers to gain a clearer understanding of their campaign’s environmental impact.

“It’s a complex process as many elements are involved,” explains Michella Saliby, Chief Product Officer at Kolsquare. “There are limitations, and evaluating carbon impact will never be 100% accurate. However, measuring it allows us to identify opportunities to reduce or offset emissions, whether through tree planting or other sustainable activities.”

Measurable Impact: Ibis Styles Case Study

One campaign that highlights the effectiveness of data-driven decision-making comes from Greenstory, a Kolsquare partner, which collaborated with Ibis Styles to reduce its carbon footprint. By prioritising local travel over flights, the campaign successfully cut 1.968 tons of CO₂—equivalent to an average household’s energy consumption for three months.

“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 adds. “Beyond individual campaigns, this initiative also aims to quantify our industry's footprint as a whole—so we can drive positive change for the future together.”

The Future of Sustainable Influence

To support the Carbon Footprint Calculator, Kolsquare has also released a comprehensive whitepaper featuring expert insights, case studies, and best practices for running eco-conscious influencer marketing campaigns. The goal? To raise awareness about climate change and empower marketers to make more sustainable choices.

“Let’s not forget that influencers have enormous power to spark conversations and raise awareness about important issues, including sustainability,” Bordage concludes. “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.”

Marketers, agencies, and content creators can explore the Carbon Footprint Calculator and whitepaper on Kolsquare’s website.