Carrina Gaffney, Commercial Sustainability Manager, The Guardian (UK): How Guardian News and Media engages readers and advertisers on the topic of carbon footprinting.

Carrina Gaffney is the Commercial Sustainability Manager of the UK newspaper The Guardian. Carrina Gaffney broadens the discussion by adding the "marketing and media" phase to the carbon footprint of a product. To measure their own impact the Guardian developed the media sector specific tool Ecometrics.