Ad Net Zero supporters line-up for critical year in climate action

Industry Encouraged to Make Substantial Gear-Change in Run-Up to COP26

London, February 25, 2021: 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, adam&eveDDB, APA, APRCO, 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, 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.

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

Working groups have been formed to make rapid progress across the Ad Net Zero action plan:

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

Stephen Woodford, Chief Executive, Advertising Association, said: “First, thanks to all the supporters from across our industry that have come together to make a fast start on this Action Plan. 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. We will also 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.”

Ronan Harris, Managing Director, Google UK & Ireland, said: “At Google, we always strive to do what’s best for the planet, as demonstrated by our recent pledge to operate all our data centres on carbon-free energy by 2030. Equally, we are committed to helping the UK advertising industry wherever we can achieve its aim to be net-zero. As part of that, we look forward to contributing to Ad Net Zero and AdGreen through our expertise, insight, and resources.”

About Ad Net Zero

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 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.

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 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.

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.