TikTok has taken a bold step towards environmental responsibility by signing a multi-year agreement with Swiss carbon removal firm Climeworks. The TikTok sustainability partnership aims to remove 5,100 tonnes of carbon dioxide from the atmosphere by 2030.
This move reflects a growing trend among tech giants to integrate comprehensive business sustainability strategies into their operations. But with its vast user base and significant digital footprint, can TikTok truly make a difference, or is this just another greenwashing attempt?
TikTok’s commitment to carbon removal
The TikTok sustainability initiative involves purchasing carbon removal credits generated through a mix of innovative technologies, including direct air capture (DAC), biochar, and reforestation projects. Climeworks’ DAC technology utilises fans to draw in air, trapping CO2 in a filter. The captured carbon is then extracted using steam, purified, and permanently stored underground, where it turns into rock.
Climeworks operates two DAC plants in Iceland, Orca and Mammoth, and maintains a US headquarters in Austin, Texas. It is also a key player in Project Cypress, a US Government-funded carbon capture initiative in Louisiana. Since launching its self-service carbon removal platform in 2019, Climeworks has attracted more than 21,000 customers, including individuals and businesses.
The importance of this partnership extends beyond TikTok, as carbon dioxide removal (CDR) solutions currently comprise only about 3 percent of the global carbon credit market. The Intergovernmental Panel on Climate Change (IPCC) estimates that achieving net-zero emissions by 2050 will require removing up to 10 billion tonnes of CO2 annually. TikTok’s sustainability strategy could, therefore, play a pivotal role in addressing this challenge.
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Is TikTok taking meaningful climate action?
Ian Gill, TikTok’s Global Head of Sustainability, commented on the partnership: “We carefully evaluated multiple providers to build a high-quality carbon removal portfolio. Climeworks provided a solution that meets our highest standards and aligns perfectly with our sustainability strategy as we work toward carbon neutrality by 2030.”
However, despite this positive step, TikTok and its parent company ByteDance have yet to set clear emissions reduction targets. It remains unclear how much of their carbon neutrality goal will rely on reducing emissions versus investing in carbon offsets and removal technologies.
TikTok’s move follows a growing trend among tech giants investing in carbon removal technologies to meet environmental goals. Last year, Microsoft, Meta, Google, and Salesforce launched a buyers’ alliance aiming to contract up to 20 million tonnes of high-quality carbon removal credits from nature-based projects like forest and peatland restoration by 2030.
TikTok’s sustainable advertising campaign
In addition to the TikTok sustainability partnership with Climeworks, TikTok has also launched an innovative sustainable advertising campaign. This campaign is in collaboration with giffgaff and media agency MG OMD, in partnership with Ad Net Zero. The goal of this campaign is to reduce the carbon footprint of advertising by incorporating eco-friendly practices at every stage of campaign development.
Key goals of the campaign include measuring emissions throughout the campaign’s value chain, using refurbished devices for filming to minimise electronic waste, and collaborating with creators who promote sustainable values. It also focuses on energy-efficient media planning to optimise ad delivery without compromising performance.
Running until the 24th of March 2025, the campaign features high-impact TopView ads and content from sustainability-focused creators. These include James Warnock, Medina Grillo, Helen Anderson, and Dami Hope. TikTok hopes this pilot project will serve as a model for future sustainable advertising campaigns and inspire broader industry change.
Conclusion – Looking at the bigger picture of TikTok sustainability
This TikTok sustainability partnership and its new advertising campaign are certainly positive steps towards building a more sustainable future. These initiatives demonstrate the social media giant’s commitment to reducing its overall environmental impact. However, as one of the most influential platforms globally, TikTok carries significant responsibility.
Its vast user base and extensive data processing requirements mean that its environmental footprint is substantial. While the Climeworks partnership addresses carbon removal, questions remain about TikTok’s overall emissions reduction strategy, particularly concerning its energy consumption and supply chain emissions.
To truly lead in sustainability, the social media giant must be transparent about its emissions reduction targets and outline a clear roadmap for achieving carbon neutrality. Relying solely on carbon removal without substantial emissions reductions could be viewed as just another greenwashing strategy rather than genuine climate action.
