Written by Shona Smith on Nov 18, 2020. Posted in General Interest

UK Advertising Launches Ad Net Zero

Ad Net Zero’s Mission is for immediate, collective industry action to help achieve real net zero carbon emissions by the end of 2030 and is the result of work by the Climate Action Working Group. The five-point plan for the whole industry to help the development, production and media placement of advertising reach real net zero.

The Advertising Association (AA), in partnership with the IPA and ISBA, has launched Ad Net Zero, an industry-wide initiative to help UK advertising respond to the climate crisis caused by CO2 emissions. A report by its Climate Action Working Group with Credo, UK advertising’s think tank has been released that estimates that total UK agency operational C02 emissions exceed 84,000 tonnes a year – 42% comes from energy usage and 58% from business travel.

The report also shows that 71% of people working across the advertising industry are worried about the negative impacts of the industry on the environment, and that more want their agencies to take climate action. Individuals and companies seeking to support Ad Net Zero and make a real change to address the climate emergency should sign-up at the Ad Net Zero hub.

The five-point action plan builds on the launch of AdGreen in September and includes establishing a zero carbon / zero waste approach to ad production. The report sets out the five-point plan:

• Advertising businesses’ own operations: all companies commit to curtail their carbon emissions, principally by reducing travel, fossil energy use and waste.
• Advertising Production: advertisers, agencies and production companies commit to measuring and reducing their impacts with support from AdGreen.
• Media Choice: media agencies commit to the IPA Media Futures Group Climate Charter, working with their clients to develop lower carbon media plans.
• Awards and Events: organisers build sustainability criteria into awards, and plan events to minimise their carbon footprints, especially from travel.
• Using Advertising’s Positive Influence: agencies and clients harness the power of their advertising to promote more sustainable consumer choices and behaviours.

James Best, Chair, Climate Action Working Group and Credos, said: “People across our 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. Our research has shown that for nine out of ten advertising professionals, knowing their organisation is taking climate action would improve their job satisfaction.”