Link’s Product Lifecycle Analysis Calculator, launched in early 2024, is already delivering significant sustainability gains across the global supply chains managed by the leading outsourced marketing services provider. Now fully integrated into Link’s technology platform and embedded across client services teams in 60+ countries, the tool is transforming how brands understand and reduce the environmental impact of their indirect spend.
From Data to Action: One Year On
The ESG Calculator has enabled:
- Individual carbon and water lifecycle footprint for every product sourced.
- Full visibility across the value chain, including materials, manufacture, shipping, and end-of-life.
- Real-time reporting and ESG dashboards to support proactive, responsible decision-making.
- The creation of custom ESG roadmaps for global clients, fully aligned with their targets and product strategies.
Tangible Impact: Measuring Success
One year in, Link’s tool has helped clients:
- Achieve up to a 24% reduction in average product emissions, despite a 12% increase in order volumes, in some cases.
- Eliminate over 2.3 million polybags, avoiding 18 tonnes of plastic.
- Improve product recyclability to 80% overall.
- Deliver absolute carbon reductions of 25% for some clients through better product design, material choices, and smarter logistics.
Client Partnership: A Roadmap for 2025
Among Link’s major partnerships, one of the world’s largest food and beverage company immediately recognised the potential and has embraced the calculator to shape an ambitious sustainability roadmap. During 2024, Link helped their client’s baseline emissions across their marketing spend in 20+ markets worldwide, identifying key hotspots in materials, packaging, and manufacturing.
With this data, both companies have set joint targets for 2025, including:
- Removal of virgin plastic polybags – cutting over 52 tonnes of plastic and avoiding 267 tonnes of CO₂ emissions.
- Full carbon reporting across premia catalogues, driving down average product footprints and overall emissions.
- Optimisation of packaging and product formats to improve reuse, recyclability, and lifespan.
“The ESG data provided by Link has changed how clients think about marketing procurement,” said Emma Pomeroy, Link’s Chief Sustainability Officer.
“It’s no longer about guesswork — they now have a clear, measurable path to reduce impact across markets and product lines. One of the world’s leading FMCG brands has set an ambitious ESG strategy for 2025 — and Link’s calculator is helping bring it to life. With our collaborative and forward-thinking approach, it is key to making it a reality. We’re proud to see clients using this tool not just for compliance, but as a catalyst for real change. Together, we’re proving that smarter data leads to smarter, more sustainable business.”
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