Ian C Jones
Berkshire UK • 07469018888 ian@newgatetrading.co.uk • LinkedIn
In recent times, the advertising sector has taken bold strides towards a sustainable future with the introduction of Ad Net Zero, a ground breaking initiative led by industry specialists Jo Coombes and strategy advisor Tricia Duffy. In collaboration with IBSA, and the Institute of Practitioners in Advertising (IPA), this framework is set to revolutionise the way companies approach climate action within the sector.
A Five-Point Framework for Proactive Change
Ad Net Zero is not merely a vision but a tangible roadmap for companies to achieve net-zero status 20 years ahead of the UK Government's national target. Developed by the Association's Climate Working Action Group, this five-point framework addresses the primary sources of emissions within the advertising agency landscape.
1. Redefining Business Travel and Energy Consumption
Representatives from industry giants like Unilever, The Guardian, and Sky, all committed to net-zero targets, actively participate in the Group. The framework recognizes that business travel and energy use, including office operations and on-set activities, are major contributors to emissions. It provides best-practice advice on leveraging renewable energy, enhancing energy efficiency, and embracing remote working technologies.
2. Tackling Emissions from Waste
Recognising the importance of waste management, the framework outlines strategic measures for companies to mitigate emissions from their waste streams. This involves a proactive approach to waste reduction, recycling, and sustainable disposal methods.
3. Sustainability Criteria for Events and Awards
Beyond day-to-day operations, Ad Net Zero encourages companies to incorporate sustainability criteria into their events and awards shows. This includes adopting eco-friendly practices in event planning, venue selection, and execution.
4. Advertisers as Agents of Change
The framework underscores the influential role advertisers can play in shaping sustainability narratives. By leveraging their reach, advertisers have the potential to drive consumer behaviour change and challenge misconceptions surrounding environmental issues.
5. Commitment, Measurement, and Disclosure
To ensure tangible progress, agencies and production companies signing up for Ad Net Zero commit to implementing all outlined actions. Furthermore, they pledge to measure and transparently disclose their environmental impacts, fostering a culture of accountability and continuous improvement.
Industry Leaders Embrace the Challenge
Prominent industry figures, including Advertising Association president Keith Weed, acknowledge the urgency of the climate emergency. Weed emphasises the significance of every company and individual in the industry actively supporting Ad Net Zero. The initiative, he asserts, is not just a response to the current crisis but a commitment to future generations, aiming to deliver a sustainable way of life for the 21st century and beyond.
Dentsu International Sets the Bar
The launch of Ad Net Zero aligns with broader industry trends, exemplified by Dentsu International's recent commitment to a 2030 net-zero target. The company has established Science-Based Targets, aligned with the 1.5C trajectory, reinforcing its dedication to a sustainable future.
Funding Sustainability Actions and Carbon Literacy Training with Barter NOT Cash
Newgate Trading has developed a unique structure that will allow businesses operating within the media industry to fund carbon literacy training, carbon footprint calculations and reduction planning and carbon credits with barter, using media rather than cash. This makes it easy to get started on the road to net zero as every advertiser has some surplus unsold advertising available to barter.
In conclusion, Ad Net Zero is not just a framework; it's a call to action for the entire advertising industry. By embracing these comprehensive guidelines, companies can lead the charge towards a sustainable future, actively contributing to the global fight against climate change.
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