Dentsu Group Inc.·Advertising / Marketing Services·Dentsu Building, Japan·Founded 1901·Last verified 31 May 2026
51
out of 100
Making progressPending Review-2 since last reviewMixed evidence· 12 src

Dentsu operates as a Big Six advertising holding company with documented fossil-fuel client work—18 contracts in 2024–2025—undercutting its otherwise-ambitious net-zero science-based targets. Operationally, emissions rebound post-2022 despite SBTi validation. The firm excludes advertised emissions (32× its footprint) from climate goals, a structural blind spot.

The calculation

Every score shows its working.

Same formula for every company. No curve. No private weighting.

SINK = (0.3 × Base + 0.7 × Performance) × Scale
Industry base impact
Advertising / Marketing Services sector ceiling.
60 / 100
Performance score
Sum of the 10 rubric questions, scored 0–10 each.
51 / 100
Raw score
Weighted average before scale penalty.
(0.3 × 60) + (0.7 × 51) = 53.7
Scale penalty
Multiplier based on absolute emissions volume — physics-first.
× 0.95
Final score
Rounded. Making progress.
51 / 100
The ten questions

Where Dentsu Group Inc. is strong, and where it isn't.

Strongest on Carbon Footprint — Operations and Targets & Commitments (7/10, 7/10). Weakest on Controversies & Red Flags and Water Impact (4/10, 4/10).

Where the evidence comes from

Every document used, listed.

12 sources used in this assessment. All publicly available. Each row shows which rubric questions it informed.

[1]Self-reported
ESG Data Book 2024
2024
Q1Q2Q5Q6Q7Q8Q9
View →
[2]Self-reported
Sustainability Report 2022 — SS2030 Strategy
2022
Q1Q3Q6Q7
View →
[3]Self-reported
TCFD Report 2023
2023
Q2Q3
View →
[4]Self-reported
Integrated Report 2024
2024
Q1Q4
View →
[5]Third-party verified
Clean Creatives F-List 2025
2025
Q3Q10
View →
[6]Third-party verified
DeSmog Profile: Dentsu
Ongoing
Q10
View →
[7]Third-party verified
InfluenceMap Report: Aligning with Net-Zero in the PR and Advertising Sector
2024
Q10
View →
[8]Third-party verified
DeSmog Analysis: Ad Firms Make Oil Companies Look Green
2025
Q10
View →
[9]Self-reported
Posterscope Carbon Reduction Plan
Unknown
Q2
View →
[10]Self-reported
Dentsu 100% Renewables Announcement
2020
Q4
View →
[11]Self-reported
Dentsu News Release: SBTi Net-Zero Standard Validation
2024
Q8
View →
[12]Self-reported
Dentsu News Release: Global Chief Sustainability Officer Appointment
2024
Q9
View →

If you believe a source has been misread or a newer version exists, submit a challenge.

Dentsu Group Inc. in context

Dentsu Group Inc. is the highest-scoring advertising / marketing services company we've rated.

Among the 4 major advertising / marketing services brands we've scored, Dentsu Group Inc. sits 1st of 4.

1/4
Dentsu Group Inc.'s rank
47
Industry average
43
Industry low
51
Industry high
How this score has moved

Dentsu Group Inc.'s score over time.

today

Score history begins 1 May 2026.

As Dentsu Group Inc.'s score updates, the trajectory will appear here.

We're backfilling historical scores for FTSE 100 and S&P 100 companies over the coming weeks.

What's being contested

This score is not currently being contested.

Every challenge is published. We'd rather be corrected than wrong — that's the whole point.

No challenges submitted yet. If you have evidence that contradicts this score, you can challenge any question above — cite a public source and we'll review it.

About Dentsu Group Inc.

Dentsu Group Inc. is a Japan-based multinational advertising and marketing services holding company founded in 1901, headquartered in Tokyo. It operates through Dentsu Inc. (Japan) and Dentsu Aegis Network (international operations), serving major global brands across media planning, creative, and digital services. One of the Big Six advertising oligopolies.

Founded
1901
Headquarters
Dentsu Building, Japan
Employees
~66,000
Annual revenue
~¥1,760B (~$11.5B)
Company website ↗
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