Live and Green: How Real-Time Carbon Data Fuels Sustainable Operations

Key Statistics At A Glance

• Carbon Footprint Management Market Growth: The global carbon footprint management market is projected to grow from $10.6 billion in 2024 to $11.11 billion in 2025, reflecting increasing investments in emissions tracking technologies.
• Carbon Accounting Market: The global carbon accounting software market was valued at $18.52 billion in 2024 and is projected to reach $100.84 billion by 2032, exhibiting a CAGR of 23.6% during the forecast period 2024–2032.
• Aviation Fuel Market Growth: The sustainable aviation fuel market is estimated at $2.06 billion in 2025 and is projected to reach $25.62 billion by 2030, growing at a CAGR of 65.5%.
• Carbon Credit Market Growth: The carbon credit market is expected to grow from approximately USD 469.8 billion in 2023 to USD 9,446.1 billion by 2033, representing a CAGR of 35.0%.
• Global CO2 Emissions: CO2 emissions from energy sources rose by 0.8% worldwide in 2024, hitting a record high of 37.8 gigatonnes (Gt).
• Smart Grids and CO₂ Emission Reduction: The International Energy Agency (IEA) estimates that AI-enhanced smart grid technologies could reduce global CO₂ emissions by up to 2 gigatons by 2030.
• Consumer Preference for Sustainability: Nearly 60% of consumers are willing to pay more for products from companies with sustainable supply chains, indicating a market shift towards environmentally responsible businesses.
• Investment in AI for Emission Reduction: Only 14% of the world's largest companies are currently utilizing AI to reduce carbon emissions, highlighting a significant opportunity for technological advancement in sustainability efforts.

Introduction

Real-time carbon tracking refers to the continuous monitoring of greenhouse gas emissions generated across all supply chain activities—such as transportation, production, and warehousing—using advanced technologies like Internet of Things (IoT) sensors, blockchain, and data analytics. Unlike traditional, periodic reporting, real-time tracking provides up-to-the-minute data and insights, enabling companies to identify emission hotspots and inefficiencies as they occur. For example, Maersk, a global shipping company, leverages real-time tracking systems to monitor fuel consumption and emissions from its fleet, allowing for immediate route optimizations that reduce both costs and carbon output.

The urgency for businesses to adopt real-time carbon tracking tools continues to grow. Regulatory pressures are increasing globally, with new directives and disclosure rules requiring companies to report their environmental impacts, including emissions from their entire supply chain. At the same time, consumer expectations around sustainability are rising, with greater emphasis placed on ethical practices and environmental transparency. Companies that embrace these tools and demonstrate accountability are strengthening their reputations and gaining a competitive edge. The convergence of compliance needs and shifting consumer values makes real-time carbon tracking a strategic priority across industries.

The objective of this blog is to explore how real-time carbon tracking technologies empower companies to reduce emissions, optimize operations, and achieve net-zero targets. We'll examine the tangible benefits of these systems, from enhanced compliance and operational efficiency to meeting rising stakeholder expectations. For instance, a multinational consumer goods company implemented real-time emissions tracking across its supply chain, achieving notable reductions in logistics-related emissions within a short timeframe. By exploring such real-world examples, this blog aims to clarify the technology and showcase practical strategies for businesses at any point in their net-zero journey.

The Growing Imperative for Carbon Accountability

Regulatory Pressures

The landscape of corporate sustainability is being reshaped by stringent regulations, with the European Union's Corporate Sustainability Reporting Directive (CSRD) at the forefront. The CSRD expands mandatory sustainability reporting to nearly 50,000 companies, including both EU-based and non-EU companies with significant business in Europe. One of the most significant requirements is the disclosure of Scope 3 emissions—those indirect emissions generated throughout a company's value chain, such as supplier manufacturing and product distribution. For example, a U.S.-based electronics manufacturer with a large European market presence must now report the emissions generated not only from its own factories but also from its suppliers and logistics partners.

Non-compliance with the CSRD can result in severe penalties, including financial fines, suspension of public subsidies, exclusion from public tenders, and even criminal proceedings for deliberate concealment of information. These penalties are deliberately substantial to ensure that companies take their reporting obligations seriously and maintain transparency in their sustainability disclosures.

Consumer and Investor Expectations

Beyond regulatory mandates, scrutiny from consumers and investors is growing steadily. This shift reflects a broader market trend toward responsible and transparent business practices. As expectations rise, companies are under increasing pressure to provide clear, verifiable data on their environmental impact. In response, leading businesses are beginning to publish real-time emissions information across their supply chains, helping them build trust with sustainability-minded customers and align with the priorities of value-driven investors.

Competitive Advantage

Adopting real-time carbon tracking is not just about compliance; it's a strategic move that can deliver tangible business benefits. Companies leveraging these technologies are gaining market share by aligning with sustainability trends and proactively addressing stakeholder expectations. By integrating real-time tracking into operations, businesses can optimize resource use, lower environmental impact, and position themselves as leaders in sustainable practices, ultimately attracting more opportunities from partners committed to climate goals.

The convergence of regulatory requirements, consumer and investor demands, and the pursuit of competitive advantage makes carbon accountability an urgent priority for modern supply chains. Companies that embrace real-time tracking are not only safeguarding their reputation and financial standing but also positioning themselves as leaders in the transition to a net-zero economy.

The Evolution of Carbon Tracking

Traditional Methods

Historically, carbon tracking in supply chains relied on annual audits, spreadsheets, and manual estimates. These approaches often produced outdated and error-prone data, making it difficult for companies to respond promptly to sustainability challenges or regulatory requirements. Tracking Scope 3 emissions—which encompass indirect emissions from suppliers, transportation, and product use—was especially challenging due to fragmented supplier networks and inconsistent data collection practices. For example, many manufacturers struggled to obtain accurate emissions data from thousands of global suppliers, leading to significant gaps and inaccuracies in their carbon footprint assessments.

The Shift to Real-Time Systems

The digital transformation of carbon tracking is being driven by the integration of Internet of Things (IoT) sensors, Artificial Intelligence (AI), and blockchain technology. IoT sensors now enable the continuous, granular collection of emissions data from transportation fleets, warehouses, and production lines, providing real-time visibility into carbon outputs. Blockchain technology ensures that this data is securely recorded and auditable, building trust among stakeholders and simplifying compliance with regulations such as the Corporate Sustainability Reporting Directive (CSRD). AI-powered analytics further optimize the process by identifying emission hotspots, predicting inefficiencies, and recommending targeted reduction strategies.

A leading example of this transformation is Mavarick's AI-driven platform, which automates Scope 3 carbon emissions tracking across complex supply chains. By directly collecting, validating, and reporting emissions data from each supplier, Mavarick eliminates manual spreadsheets and enhances data accuracy. This automated approach not only ensures compliance with global standards but also empowers companies to benchmark supplier performance, prioritize reduction efforts, and make carbon-informed procurement decisions.

The adoption of these advanced technologies marks a pivotal shift from reactive, periodic reporting to proactive, real-time carbon management—enabling supply chains to meet the demands of regulators, investors, and consumers while driving meaningful progress toward net-zero goals.

Core Technologies Powering Real-Time Carbon Tracking

• IoT and Sensor Networks: The Internet of Things (IoT) and sensor networks form the backbone of real-time carbon tracking in supply chains. GPS-enabled trackers monitor fuel consumption, route efficiency, and idle times for logistics fleets, providing granular data that supports both emissions reduction and cost savings. For example, logistics companies using IoT sensors have achieved real-time optimization of delivery routes, leading to lower carbon footprints and improved operational efficiency. In production environments, smart meters and sensors installed in factories track energy usage and emissions at each phase, enabling companies to identify energy-intensive operations and implement targeted improvements. A global logistics monitoring provider uses IoT-based cargo tracking to enable continuous, real-time carbon footprint monitoring, empowering companies to assess emissions at the shipment level and make well-informed business decisions.
• AI and Machine Learning: Artificial Intelligence (AI) and machine learning algorithms enhance the value of IoT-generated data by delivering predictive analytics and actionable insights. These technologies can anticipate emissions patterns based on past behavior and external conditions such as weather, seasonality, or supply chain variability. Advanced analytics can identify inefficiencies in operations, recommending adjustments to optimize performance and reduce environmental impact. Natural Language Processing (NLP), a subset of AI, can automatically extract relevant emissions data from various documents, minimizing manual input and improving the accuracy of indirect emissions reporting. Businesses integrating AI and IoT into their sustainability strategies are realizing efficiency gains through smarter forecasting, better resource use, and streamlined processes.
• Blockchain for Transparency: Blockchain technology introduces a new level of transparency and trust to carbon tracking by creating immutable, decentralized ledgers that validate emissions claims and support audit-ready compliance. Each transaction or data entry related to emissions is securely recorded, ensuring it is tamper-proof and readily auditable. This technology allows businesses to track and verify emissions data throughout their entire supply chain, promoting accountability and operational integrity. Organizations across various industries are leveraging blockchain to enhance visibility, ensure ethical sourcing, and maintain environmental standards across complex global networks.
• Digital Twins: Digital twins are virtual representations of physical supply chains that enable companies to model emission reduction strategies in real time. By replicating actual operations, digital twins allow managers to evaluate various scenarios and determine their potential environmental impact before making real-world adjustments. This approach facilitates informed, data-driven decisions and supports ongoing progress toward achieving sustainability and net-zero objectives.

How Real-Time Carbon Tracking Works in Practice

Data Collection

Real-time carbon tracking begins with comprehensive data collection across all points in the supply chain. Internet of Things (IoT) devices including GPS-enabled trackers, smart meters, and sensors continuously monitor emissions related to fuel usage, energy consumption, and operational efficiency. These technologies enable organizations to track environmental impact with precision and immediacy. Application Programming Interfaces (APIs) integrate this sensor data with Enterprise Resource Planning (ERP), Warehouse Management Systems (WMS), and supplier platforms, creating a unified and real-time view of emissions across the entire supply chain.

Analysis and Insights

Once collected, this vast array of data is analyzed by AI and machine learning systems. These technologies automatically detect emission hotspots such as suboptimal transportation routes or energy-heavy production processes by identifying patterns across extensive datasets. Advanced algorithms enable organizations to uncover inefficiencies and optimize operations to lower environmental impact. Dynamic dashboards then present emissions data by region, supplier, or product line, allowing supply chain managers to quickly evaluate where emissions are occurring and benchmark performance across various segments of the business.

Actionable Outputs

The final stage is turning insights into action. Automated alerts notify managers when emissions exceed predefined thresholds, prompting immediate intervention—such as adjusting production parameters or rerouting shipments to lower-carbon carriers. AI-generated recommendations further support sustainability goals by suggesting strategies like switching to low-carbon transportation partners, optimizing inventory placement, or scheduling predictive maintenance to prevent energy waste. Walmart, for example, leverages real-time IoT and analytics to optimize logistics routes and inventory management, resulting in measurable reductions in its supply chain emissions and improved compliance with sustainability targets.

Together, these integrated technologies enable companies to move from reactive, periodic reporting to proactive, continuous improvement—delivering measurable progress toward net-zero supply chain goals.

Benefits of Real-Time Carbon Tracking

Enhanced Supply Chain Transparency

Real-time carbon tracking provides comprehensive visibility into direct and indirect emissions across all stages of the supply chain. This level of transparency enables organizations to identify where emissions occur from internal operations to external partners and take targeted action to reduce them. By illuminating often-overlooked areas of environmental impact, real-time tracking supports more accurate reporting and effective sustainability strategies. Such end-to-end insight is essential for uncovering emission hotspots and driving meaningful progress toward climate goals.

Cost Savings

By leveraging real-time tracking and advanced analytics, companies can optimize logistics operations and significantly reduce fuel waste. Techniques like dynamic route planning and continuous monitoring help eliminate inefficiencies such as empty trips and unnecessary idling, directly cutting both transportation costs and carbon emissions. These improvements are increasingly being implemented, as more organizations use real-time data to drive sustainability and strengthen their competitive position.

Regulatory Compliance

Real-time carbon tracking simplifies compliance with global standards by aligning emissions reporting with frameworks such as the Greenhouse Gas (GHG) Protocol and ISO 14064. Automated data capture and system integration allow organizations to produce accurate, verifiable reports that are audit-ready, minimizing the risk of non-compliance. This approach ensures companies stay ahead of shifting regulatory expectations while maintaining transparency and credibility in their sustainability efforts.

Improved Stakeholder Trust

Sharing real-time emissions data with customers and investors through sustainability dashboards fosters transparency and reinforces a company's dedication to climate objectives. Providing detailed environmental insights at the product or service level helps meet rising stakeholder expectations, supports responsible decision-making, and enhances credibility. This openness not only appeals to environmentally conscious audiences but also improves access to sustainable investment opportunities and strengthens overall brand reputation.

Challenges in Implementation

Data Fragmentation

One of the most persistent challenges in real-time carbon tracking is data fragmentation. Disconnected systems across suppliers, departments, and regions make it difficult to consolidate emissions data into a cohesive and usable format. This issue is compounded by inconsistent reporting practices, incompatible data formats, and limited participation from suppliers particularly smaller businesses that may lack the tools or knowledge to report emissions effectively. To address this, middleware platforms are increasingly being used to integrate data from enterprise systems, warehouse operations, and supplier networks, creating a unified and real-time view of emissions across the supply chain.

Scalability

Scaling real-time carbon tracking across global supply chains presents considerable cost and infrastructure challenges. Installing Internet of Things (IoT) sensors and digital platforms at each point in the supply chain from manufacturing sites to transport fleets requires significant investment, which can be a barrier for many organizations, particularly small and medium-sized enterprises (SMEs). To address this, some companies offer flexible pricing models that make advanced carbon tracking accessible to businesses of all sizes. These scalable solutions cater to different operational needs and budgets, lowering the entry barrier for companies at various stages of digital maturity.

Resistance to Change

Adopting new carbon tracking technologies often faces resistance from both suppliers and employees. Many stakeholders may be unfamiliar with digital tools or doubtful of their effectiveness, resulting in slow adoption and inconsistent data reporting. To overcome this, training programs and continuous support are essential, ensuring that everyone from frontline workers to supply chain partners understands the value and functionality of real-time emissions monitoring. Without widespread buy-in, even the most advanced tracking systems may not reach their full potential.

Case Studies

• Apple: Apple has significantly expanded its Supplier Clean Energy Program, with suppliers in 28 countries committing to bringing over 20 gigawatts of renewable energy online. This initiative supports Apple's goal of achieving carbon neutrality across its entire supply chain by 2030. Major suppliers like Skyworks Solutions, Analog Devices, Cirrus Logic, and Renesas Electronics are participating in the transition to clean energy. The program not only reduces emissions but also encourages technological innovation and accountability throughout Apple's global manufacturing network.
• JetBlue: JetBlue has become the first airline to establish a regular supply of blended Sustainable Aviation Fuel (SAF) for commercial flights at New York's JFK Airport. This move marks a major milestone in reducing lifecycle carbon emissions from aviation, one of the most difficult sectors to decarbonize. The SAF initiative is part of JetBlue's broader environmental strategy, which also includes upgrading aircraft for better fuel efficiency, optimizing flight paths to use less fuel, and electrifying ground support equipment. By integrating these technologies and practices, JetBlue aims to significantly cut its overall carbon footprint and lead sustainability efforts in the airline industry.
• United Airlines: United Airlines is committed to achieving net-zero greenhouse gas emissions by 2050. The company is investing heavily in sustainable aviation fuel (SAF) through partnerships with companies like Heirloom and Twelve, which utilize innovative CO₂ capture and photosynthesis methods to produce cleaner fuel. In 2024, United launched a $200 million Sustainable Flight Fund to accelerate the development and adoption of SAF. This positions United as a leader among U.S. airlines in the transition to low-carbon aviation.
• Verizon: Verizon has pledged to become carbon neutral in its Scope 1 and Scope 2 emissions by 2035. In 2024, it issued a $1 billion Green Bond to finance renewable energy initiatives, including solar and wind energy procurement. The company has secured over 380 MW of new renewable energy through power purchase agreements. As a signatory of The Climate Pledge, Verizon aims to reach net-zero emissions a decade ahead of the Paris Agreement targets.
• Chevron: Chevron is adapting its business to meet growing demands for low-carbon energy, especially from data centers and AI operations. In 2024, the company explored supplying power through natural gas and emerging technologies like carbon capture and geothermal energy. Chevron is also actively investing in lower-carbon solutions through strategic partnerships and R&D. These moves mark a significant pivot for a traditional oil and gas giant.

Future Trends

• AI-Driven Circular Supply Chains: Artificial Intelligence (AI) is playing a key role in enabling circular supply chain models, where materials are reused, recycled, or repurposed based on real-time environmental data. AI-driven systems can recommend optimal times and methods for material reuse, streamline reverse logistics, and monitor product lifecycles to reduce waste and environmental impact. These technologies help companies extend the usefulness of resources while minimizing consumption. As AI becomes increasingly integrated into supply chain operations, its influence continues to grow, driving both efficiency and sustainability across industries.
• Integration with Carbon Credits: The integration of real-time carbon tracking with carbon credit markets is becoming increasingly efficient. Automated systems are now being designed to initiate carbon offset purchases when emissions surpass predefined limits, helping companies stay aligned with their net-zero commitments. This automation reduces the need for manual intervention, allowing for faster and more consistent responses to unexpected emission increases. As a result, more organizations are adopting these integrated solutions to simplify compliance processes and strengthen their environmental accountability, supported by the rise of platforms offering built-in carbon offset capabilities.
• Predictive Policy Compliance: Predictive analytics and AI-driven tools are increasingly being used to forecast regulatory shifts and proactively adapt supply chain operations. These technologies continuously track changes in environmental, social, and governance (ESG) standards and assess the potential impact of new regulations, enabling companies to remain ahead of compliance demands. By anticipating disruptions and adjusting in advance, organizations can reduce risk, enhance operational resilience, and position themselves as forward-thinking leaders in sustainability and innovation.

Conclusion

Real-time carbon tracking has evolved from a forward-thinking innovation to an essential pillar of resilient, sustainable supply chains. As regulatory demands intensify, consumer and investor expectations rise, and the competitive landscape shifts toward sustainability, the ability to monitor and manage emissions in real time is no longer optional. It's a strategic necessity. Companies that embrace these technologies today are positioning themselves at the forefront of compliance, cost efficiency, and customer loyalty.

By leveraging real-time data, advanced analytics, and integrated digital platforms, businesses can not only meet net-zero targets but also unlock operational efficiencies and build lasting trust with stakeholders. The leaders of tomorrow are those who act now, turning carbon accountability into a source of value and differentiation in a rapidly changing world.

How do you see real-time carbon tracking shaping the future of supply chains? Have you experimented with or successfully implemented these technologies in your organization? What benefits or obstacles have you experienced in areas like regulatory compliance, cost reduction, or supplier collaboration? Are there particular technologies or strategies you believe hold the most promise, or concerns you think deserve more attention? We're curious to hear your perspectives—whether you've achieved measurable sustainability gains, encountered unexpected challenges, or discovered creative solutions along the way. Your insights, questions, and ideas are invaluable as we collectively shape the future of sustainable supply chains. Share your perspective below and let's learn from each other's journeys toward a greener, more resilient supply chain world!