00:00Sous-titrage Société Radio-Canada
00:30Sous-titrage Société Radio-Canada
01:02So it's very interesting because I think that my mission is quite simple, to be honest.
01:08It's to facilitate and accelerate the company's transition to embed sustainability in every function.
01:15So it means that I need to define the ambition, but this is not enough.
01:20On top of that, it's very important to really hear and understand our stakeholders' expectations.
01:26So you are sure that you will be able to fulfill their expectations in a meaningful way.
01:32Tell us a bit more about the new sustainability strategy by 2050.
01:36What does it mean to the company, to Giste D'Eco, concretely to implement those measures?
01:43Sustainability has always been part of our DNA since the creation of the company.
01:47We launched a unique business model where we want to provide and maintain environmentally friendly services for the public, financed
01:57by the brand's communication.
01:59And since the beginning, it was very important to embed circular economy and frugality of raw materials.
02:06And we want to give back to society because, for instance, today, 41% of our revenues go back directly
02:14to the community through our landlords.
02:16And last year, we decided to launch our new ESG strategy to reinforce our commitments on social aspects, environmental aspects,
02:25and societal ones.
02:26So you mentioned some of your keywords there, circular economy, frugality.
02:31There's also measure, reduce, contribute.
02:34Those are the keywords for the new strategy.
02:37How do you use each of those keywords?
02:39How are you building the strategy around those keywords in your carbon neutral pledge?
02:45Yes, last week, we launched our new climate strategy, and it is based on three main steps.
02:51Measure as much as possible, because what you do not measure doesn't exist.
02:56Reduce, because it will always be a top priority.
03:00We want to reach net zero by 2050, but we have also a mid-term target to reduce by half
03:07all our carbon emission by 2030, and contribute.
03:11We want to support decarbonization projects beyond our value chain.
03:16This is how we want to tackle climate change with NGC Deco.
03:20Can you talk about the examples of what exactly it is you're doing?
03:24How are you helping the brand you work with on your media, on the advertising boards that we see around
03:30the cities here in Europe and in France and further afield?
03:33How are you working with those brands to measure the impact on their campaigns?
03:37For sure, it's really necessary to move forward within our ecosystem and with our clients.
03:44So, for instance, two years ago, we launched a unique footprint calculator for our advertiser clients.
03:52It's unique because we have four main criterias.
03:56We are looking at carbon footprint, water footprint, social and economic footprint.
04:01So, now, in France, all our clients can have a holistic vision of their impacts when they are broadcasting their
04:09campaigns through our media.
04:11And this was such a success, we plan to launch it internationally in 2024, so that all our clients can
04:19better understand what are the impacts and how they can move forward with us.
04:25And you mentioned already that the target is 2050.
04:29When you're putting together your action plans, what are the fields and the ideas that you're pushing further, the innovation
04:37in the field that you're really looking to improve on?
04:41Yes. Well, we need to push for low-carbon assets.
04:46It means that we need to work on our media itself.
04:49We need to work closely with public authorities in order to promote responsible purchasing.
04:56Because what we know is that if we want to reach our target, we need the help of all our
05:01ecosystem.
05:02And we need to promote refurbished assets instead of new assets.
05:07And this will always only be possible if we work with our landlords to do that.
05:15OK. It's been fascinating talking to you and really interesting to learn about those ambitious goals.
05:20For something that's really an everyday site for a lot of people around the world to see just to what
05:25extent change can be achieved in that field.
05:27Thank you so much, Lenique Pinot of GC Deco. Thank you so much.
05:31I'll hand back over to you, Upton, in the studio.
05:35Over to you.
05:37Fascinating interview, Luke. Thank you for that.
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