External Dialogue: A Significant Contributor to the French Economy & Sustainability
A new report commissioned by the Union of External Advertising (UPE) and conducted by KPMG in France highlights the significant economic, social, and environmental contributions of the external communication sector in France. This study builds upon previous research into the energy and carbon footprint of media, demonstrating a commitment to transparency and accountability.
according to UPE President Valérie Decamp, “This report reflects the importance that actors of communication external to their societal and environmental commitments give. External communication, which plays an essential role in the dissemination of content of public interest, is the only media to have made a commitment to decrease its CO2 emissions (-48% by 2030).”
Key Findings:
* Economic Redistribution: 68% of external communication revenue is directly or indirectly redistributed back into the French economy through services,fees,rents,wages,and taxation – significantly higher than the internet (16%) and other historical media (52%,reduced to 20% net after deducting public subsidies).
* Low Carbon Footprint: External communication accounts for a minimal proportion of France’s total CO2 emissions (0.01%) and the ICT sector’s emissions (0.44%).
* investment in Local Communities: Between 2019 and 2023, the sector invested approximately €379 million in local infrastructure and urban furniture, including funding for over 10,000 public transport journeys.
* Commitment to french Industry: 90% of purchases are made from suppliers based in France, demonstrating a strong commitment to “producing in France.”
* Employment: The sector directly employs 5,800 people in France and supports a total of 15,000 jobs including indirect employment, distributed across the country.
* Second Largest French-Owned media: External communication is the second largest advertising media with primarily French ownership, contrasting with the internet.
This report, based on six of the UN’s 17 Sustainable Development Goals, underscores the vital role external communication plays in supporting the French economy, fostering sustainable communities, and combating climate change – all without relying on public funding.
