In a recent article by Marketing Tech News, it was reported that more than half of the content produced by brands is never actually activated!

The article says "In the current marketing landscape, brands are under increasing pressure to drive marketing efficiencies. But they are investing in content production without visibility as to how it’s used, by who, and where. This leads to inefficiencies in the content production lifecycle, costing brands millions annually"

The company that carried out the study - CreativeX - demonstrated that 52% of core assets created by brands were never activated across their markets. This means paid-for creative work was never given an opportunity to drive business value or exposed to the consumer.

I guess this is keeping people in jobs....but surely it's a very concerning statistic in terms of sustainability and highlights the growing issue of waste and carbon emissions within the production industry? 🌿📰

It's also incredibly frustrating working on projects that never go live - right?

You can check out my Production roles here.

🌱🌟 #SustainabilityMatters #EnvironmentalImpact #Adgreen