James Cannings, Chief Sustainability Officer at MSQ and a co-founder of MMT Digital, is a digital leader and a passionate advocate for digital environmental sustainability in advertising, tech and digital sectors.
In 2019, James took MMT Digital carbon negative, which is when he has developed a set of highly effective carbon footprint modelling tools. Through his low-carbon website “The Green Pages”, developed with the BIMA Sustainability Council, James also supports organisations that work on reducing digital carbon emissions via workshops, courses and talks.
Led by James, in 2020 MSQ became one of the first international marketing groups to become carbon negative, and recently pledged to halve their carbon footprint by 2024, with Science Based Targets set to take the company even further by 2030.
Further to that, James created a variety of carbon offsetting schemes, including those that help prevent deforestation, investments into renewable energy, as well as ethical programmes such as low emission cooking stoves in developing countries.