Carbon Reduction Plan

Publication Date: 1 April 2026
Reporting Period: Financial Year 2025/2026
Baseline Year: 2023/2024
Target Year: Net Zero by 2040
Reference: PPN 06/21, WPPN 006 & The Carbon Reduction Plan Standard

1. Commitment to Achieving Net Zero

Increase Traffic Ltd is committed to achieving Net Zero greenhouse gas emissions by 2040 – ten years ahead of the UK Government’s legal target. As a fully remote digital marketing agency, we recognise both our responsibility to lead on climate action and the opportunity to demonstrate that service-based businesses can operate sustainably.

We are publicly committed to:

• Transparent, annual reporting of our emissions
• Science-based reduction targets
• Eliminating rather than offsetting emissions wherever feasible
• Supporting our clients’ own decarbonisation journeys through sustainable digital marketing practices

This Carbon Reduction Plan has been approved by the Board of Directors and is reviewed and updated annually.

2. Baseline Emissions Footprint (2023/2024)

Our baseline year represents the first year we formally measured and reported our carbon footprint. As a remote organisation with no physical office premises, our emissions profile is dominated by Scope 3 (indirect value chain) emissions.

Methodology note: Emissions calculated using the UK Government GHG Conversion Factors for Company Reporting and SME Climate Hub tools. Scope 2 includes estimated home office energy use per FTE. Scope 3 Category 1 includes embodied carbon of devices and cloud service usage.

3. Current Emissions Reporting (2025/2026)

We have now completed three full years of emissions measurement and reporting. Our reduction trajectory is ahead of schedule.

Headline: We have reduced our absolute emissions by 24% against our 2023/24 baseline, despite business growth.

4. Carbon Reduction Projects – Completed to Date (2023–2026)

Since our baseline year, we have implemented the following projects:

✅ Digital & IT Infrastructure

• Green Cloud Hosting: Migrated all client and internal hosting to providers powered by 100% renewable energy (Google Cloud, AWS Europe).
• Device Lifecycle Extension: Implemented a 4-year minimum replacement cycle for all company laptops and devices, reducing embodied carbon by approximately 30% per device.
• Energy-Efficient Procurement: All new IT equipment is EPEAT Gold registered or equivalent.

✅ Remote Operations

• Permanent Remote Policy: Formalised zero-commute model, saving an estimated 12 tCO₂e annually compared to a hybrid office model.
• Home Office Efficiency Programme: Provided all team members with guidance and financial support (up to £100) to switch to 100% renewable home energy tariffs. Currently 85% adoption rate.
• Power Management: Mandated company device power-saving settings, reducing idle energy consumption by an estimated 15%.

✅ Business Travel & Logistics

• Virtual-First Meetings Policy: All internal and client meetings are default virtual. Travel requires Director-level approval.
• Rail Preference: Where travel is essential, rail is mandated over air for UK/Europe journeys. Zero flights taken for business purposes in 2024/25 or 2025/26.

✅ Supply Chain Engagement

• Supplier Questionnaire: Introduced environmental screening for key suppliers (hosting, hardware, software). Priority given to suppliers with validated science-based targets.
• Local Sourcing: Preference for UK/EU-based suppliers to reduce transport emissions.

✅ Culture & Governance

• Green Team: Established a voluntary employee working group to identify and implement further reductions.
• Training: 100% of staff have completed carbon literacy training (internally developed module).
• Public Reporting: Our Carbon Reduction Plan and annual emissions data are publicly available on our website.

5. Future Carbon Reduction Commitments (2026–2030)

To achieve our 2040 Net Zero target, we have set the following interim science-based targets:

Specific Projects Planned 2026–2027:

1. Scope 2 Verification: Implement a system for team members to formally self-certify renewable energy tariffs, aiming for 100% coverage.
2. Circular IT Pilot: Partner with a certified IT refurbisher to extend device lifecycles to 5+ years and ensure responsible end-of-life recycling.
3. Client Carbon Literacy: Launch a free resource for clients on reducing the carbon footprint of digital marketing campaigns (website efficiency, lightweight design, sustainable SEO).
4. Cloud Optimisation Audit: Engage specialist consultants to optimise our cloud resource usage, reducing associated Scope 3 emissions by a further 20%.
5. Formal Offset Budget: Allocate annual budget for Gold Standard or Verified Carbon Standard removals, covering residual emissions from 2028 onwards.

6. Declaration and Sign-off

This Carbon Reduction Plan has been completed in accordance with PPN 06/21, Welsh Government WPPN 006, and the Technical Standard for Completion of Carbon Reduction Plans.

The emissions data reported is accurate to the best of our knowledge and has been calculated using the UK Government GHG Conversion Factors for Company Reporting and guidance from the SME Climate Hub.

We confirm that Increase Traffic Ltd is publicly committed to:

• Reducing absolute GHG emissions year-on-year
• Achieving Net Zero emissions by 2040 at the latest
• Publishing an updated Carbon Reduction Plan annually

Signed on behalf of Increase Traffic Ltd:

Roshan Kumar
Director
Date: 1 April 2026

Increase Traffic Ltd
Registered in England & Wales No. 12077281
Registered Office: Williamston House, 7 Goat Street, Haverfordwest, Pembrokeshire, United Kingdom, SA61 1PX