IN THE OOH MEDIA SECTOR, JCDECAUX LEADS BY EXAMPLE WITH ITS CLIMATE AND RENEWABLE ENERGY STRATEGY
By Jean-Francois Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux and Jean-Charles Decaux, Co-CEO of JCDecaux
In 1964, Jean-Claude Decaux invented the advertising bus shelter. Fifty-five years later, JCDecaux's success still rests on its founding economic model: provide cities and transport companies with infrastructure solutions funded by the sale of advertising space. The company, which is the number one outdoor advertising group worldwide with operations in over 80 countries, continues to tailor its solutions to the needs of citizens and advertisers in a manner which anticipates shifts in lifestyle and the environment.
Achieving economic growth while respecting people and the environment is at the heart of our model. Sustainability is a central element of JCDecaux's approach to business. Over the years, as its operations have expanded, the company has demonstrated this commitment through a comprehensive approach to its corporate social responsibility covering environmental, social and stakeholder issues.
We are constantly forward-looking providing innovative solutions which are aesthetically pleasing, environmentally-friendly and highly functional – combining accessibility, visual appeal and quality. The company has long been focused on creating aesthetically-pleasing energy-efficient solutions which also address energy concerns. For over a decade, JCDecaux has installed solar roofs in operations across the globe and more than seven years ago in Paris, JCDecaux installed green roof bus shelters, an implementation which was added to those done in Colombia and Sweden.
The company is also a pioneer in soft and shared mobility. JCDecaux self-service bicycle system is a means of improving city life and optimising mobility while also addressing current environmental and public health issues – no air, noise nor visual pollution. Our solution is now present in 57 cities worldwide and over 675 million journeys were made on JCDecaux bicycles since 2003!
JCDecaux strives to provide solutions with a minimal environmental impact. Our eco-designed furniture and the quality of our maintenance practices make it possible to refurbish our furniture throughout our concessions, extending the useful life of each fixture and reducing our carbon emissions. For example, for the useful life of a City Information Panel installed on a city street can be extended to a term of 30 years, the resulting carbon emission savings can reach 20% to 30% as compared with a 15 year time period.
Fighting against climate change is part of JCDecaux’s daily operations: our carbon emissions were reduced by 33% in 2018 as compared to 2017, and almost halved as compared to 2014.
These reduction rates are mainly due to efficiency gains in our furniture design – we select the most efficient technologies such as smart lighting solutions – and purchasing renewable energy credits, which covered 69% of our electricity consumption with green energy in 2018.
We strive to minimize our overall environmental impact with innovative measures pertaining to everything from our fleet operations through to waste management. As an example, our vehicle fleets in all our subsidiaries are constantly evolving to minimize our impact on cities – zero emissions electric cars and mopeds are used for the maintenance of our assets in Denmark as well as for our self-service bikes in France.
Behavioral change is essential to succeed and JCDecaux knows it starts inside each company! Only a widespread sharing and understanding of our commitment by all stakeholders of our company will drive change. During 2018 alone, we trained over 9,000 co-workers on the importance of sustainability. And we have included sustainability and climate key performance indicators into the compensation structure of senior JCDecaux managers worldwide.
JCDecaux also commits its media space to communicate the fight against climate change. During the recent C40 events in San Francisco (Global Climate Summit), Mexico and Paris (Women4Climate), JCDecaux publicized messages to help spread awareness about climate change. The company will underscore this message on its New York inventory during this upcoming Climate Week from September 16th to 19th with a graphic art installation created by the Danish designer and artist, Per Arnoldi, to highlight awareness about Global Warming.
We all have a role to play! The fight against climate change is a co-responsibility.
It is essential that cities accelerate their roles as change agents through their public tenders. Too few cities integrate sustainability criteria in their tender requirements today even though it is one action that could generate real and significant change. Time to change and get involved!
At our scale, we are continuing to pursue our commitment.
Indeed, JCDecaux has had a green strategy sourcing its electricity since 2014, and has also disclosed information to CDP since 2010. Our green electricity sourcing will continue to expand. We are looking forward to working with The Climate Group to accelerate change at global scale.