Ethics & Ecology

UK Ad Industry gets behind implementing Ad Net Zero in run up to COP26

Ad Net Zero announces supporter base in a critical year for climate action as industry is encouraged to make substantial gear-change in run-up to COP26

Immediate Actions

As a collective, our ambition is to set our industry on a clear path to net zero with immediate actions to measure, track and reduce the carbon impact of the way our industry operates

Stephen Woodford, Chief Executive, Advertising Association

Ad Net Zero, the UK advertising industry’s initiative to help UK advertising respond to the climate crisis caused by CO₂ emissions, headed by the Advertising Association, ISBA and the IPA, has announced its supporter base as it readies for a critical year in climate action.

The list of supporters, all of which have made a contribution to help the UK advertising industry achieve net zero by end 2030 through funding, specialist expertise and resourcing are: Accenture Interactive, APA, APR, Campaign Collective/PRCA, Channel 4, Coffee and TV, Dentsu, Direct Line, DMA, Droga5, E.ON, Facebook, Google, Guardian, Hallam, Havas, IAB UK, IPA, ISBA, ITV, JCDecaux UK, Karmarama, The Mill, Nexus, Omnicom Media Group, Park Village, PPA, Publicis Groupe, Rock Kitchen Harris, Rothco, Royal Mail, Sky, St Luke’s, Sky, STV, Unilever, Wieden+Kennedy and WPP.

In addition, Google has joined the AdGreen consortium in support of the zero carbon / zero waste ad production standard.

Chaired by Sebastian Munden, EVP & General Manager, Unilever UK & Ireland, the supporters of Ad Net Zero met, as a collective, for the first time earlier this month to drive the activation of the Ad Net Zero Action Plan, unveiled in late 2020.

Five Working Groups Formed

To help make rapid progress with the Ad Net Zero action plan, five working groups have been formed, these will focus on:

Tracking, analysing and assisting the continued reduction of carbon emissions from ad business operations, chaired by James Best, Credos
Reducing emissions from advertising productions, chaired by Stephen Woodford, Chief Executive, Advertising Association
Reducing emissions from media choices, led by the IPA’s Media Futures Group
Greening up the industry’s awards and events, chaired by Rachel Aldighieri, Managing Director, Data & Marketing Association
Using advertising’s positive Influence, chaired by Matt Bourn, Director of Communications, Advertising Association

Stephen Woodford, Chief Executive, Advertising Association, said that supporters from across the industry had come together to make a fast start on the Action Plan and that “As a collective, our ambition is to set our industry on a clear path to net zero with immediate actions to measure, track and reduce the carbon impact of the way our industry operates”

Woodford went on to say that Ad Net Zero will be focusing on how UK advertising’s creativity can support the rapid shifts in consumer behaviour needed to address the climate emergency that we all face.

As a supporter of both Ad Net Zero and AdGreen Ronan Harris, Managing Director at Google UK & Ireland, said that “we always strive to do what’s best for the planet” and that has been demonstrated by Google’s recent pledge to operate all their data centres on carbon-free energy by 2030. Harris went on to say that Google “are committed to helping the UK advertising industry wherever we can achieve its aim to be net-zero” As part of that Google will be contributing to Ad Net Zero and AdGreen through its expertise, insight, and resources.

What is Ad Net Zero and why was it set up?

Acknowledging

Acknowledging the need for advertising as a sector to respond to the urgency and scale of the climate crisis caused by CO₂ emissions, the Advertising Association’s Climate Action Group produced a report and recommendations for cross-industry action in November 2020 to be taken forward under the umbrella of the Ad Net Zero initiative.

Concern

Concern over the issue is shared across the advertising sector by individuals and companies alike. Some 71% of people working across the industry are worried about the negative impacts of the industry on the environment; more want their agencies to take climate action.

Agencies & Companies

Many agencies and companies across the industry have taken their own steps to work more sustainably. New policies and commitments are being announced by firms large and small all the time. But more needs to be done collectively.

People

People across the sector want advertising to be part of the solution to the climate crisis, through the role it can play in influencing corporate policy and consumer behaviour, helping people make more sustainable choices in what they buy, use, and do. 91% agree that knowing their organisation is taking climate action would improve their job satisfaction.

Established to provide

Ad Net Zero was established to provide space for this necessary collaboration. Working together, the supporters will drive carbon-curbing policies throughout the advertising eco-system and will strengthen and extend the sector’s response to a shared challenge.

Ad Net Zero. For more information or to contact visit Ad Net Zero

AdGreen. For more information or to contact visit AdGreen