Scope3x5: Debs Widdick, Solutions Consultant - Brands and Agencies

Debs Widdick, Solutions Consultant at Scope3, shares her journey to the company, her role in guiding clients on understanding the carbon emissions of their advertising, and how personal experiences and natural wonders inspire her commitment to environmental change.

This series offers a glimpse into the lives of the change makers at Scope3 and what’s driving them to create a more sustainable ad industry.

What led you to Scope3?

I’ve always had a passion for exploring the world. In the years leading up to joining Scope3, I became increasingly aware of the rapid changes our planet is undergoing due to human activity. One striking example is the shift in seasonality within the UK. Where I live in Brighton, for instance, nearby farmers and vineyard owners have had to adapt to climate-induced changes in the growing cycle.

This shift made me consider how I could use my skills to support sustainable efforts. I wanted to continue delivering impactful work for clients in the media industry, while also aligning with my personal values to combat climate change. When I discovered Scope3, it was a clear "aha" moment – I realized there was a way to make a real impact by decarbonizing advertising, and I knew I had to be part of it.

What do you do every day?

As a Solutions Consultant, I help agencies and brands across EMEA utilize Scope3’s products to measure the carbon emissions of their digital campaigns. I assist clients in understanding the methodology behind these calculations and identify opportunities to reduce emissions through data and analysis. Internally, I also research ways to enhance our modelling accuracy, including piloting new platforms' campaign data, such as Snapchat, to better understand how different advertising channels impact emissions.

What's one myth you've come across when helping clients decarbonize?

One common myth is that reducing emissions will hurt performance. But we’ve seen through multiple studies and partnerships that reducing emissions often starts with cutting wasteful impressions, which aren’t cost-effective for achieving campaign goals. As a result, many clients actually see improved performance – particularly in programmatic campaigns – when they make efforts to decarbonise their media.

A linked myth is that reducing emissions requires significant resources. But with tools like Climate Shield integrated into major DSPs, including The Trade Desk and Yahoo, driving emission reductions can be easily activated with real, immediate impact.

What have you learned from your personal life that you apply to your work?

That change is possible with persistence. I’ve seen friends (as well as myself!) go from running 0 km to completing a marathon within a year. Just a few years ago, finding a vegan-friendly restaurant was a challenge, but now it’s common to see flexible menu options.

I find this belief really motivating when thinking about the change we are driving within the ad industry, and the persistence needed to drive it.

Name one natural wonder that you find most awe-inspiring.

I was fortunate enough to hike to Annapurna Base Camp in Nepal last year. The sunrise over the Himalayas from Poon Hill was unforgettable. Experiencing the incredible biodiversity and natural beauty of our world was truly humbling, reminding me of how small we are in the grand scheme of things – and yet, how significant our impact on the climate has been. Moments like these strengthen my resolve to do everything we can to protect and allow the world to thrive, not just survive.