The Ad Net Zero Global Summit saw over 2,000 ad professionals come together to discuss how the advertising industry can contribute to positive climate action. Signing up to the Ad Net Zero initiative is the most powerful tool the industry has in the race to net zero. Here are 10 things you can do to further your learning and contribute to a more sustainable planet.
1.Register for the Ad Net Zero training. Our newly-launched Essentials Certificate will help you understand the climate crisis and the actions to achieve net zero emissions from the development, production and media placement of advertising by 2030.
2.Calculate your production company’s carbon with AdGreen, which offers the advertising production community the tools to measure and reduce carbon footprint. They want to offer free help to anyone who wants it, funded by a small voluntary levy on production spend.
3.Make use of the media charter, which was created by agency members of the IPA Media Futures Group, the IPA Media Climate Charter provides media agencies with the tools and resources to support their transition to a zero-carbon future.
4.Get informed with isla, which was wonderfully designed to give an oversight over the environmental impact of event operations. Their programme, TRAC, captures emission and waste data from live, hybrid and digital events. Through generating impact reports in real time, this enables you to support your quest for sustainability.
5.Become part of the #ChangeTheBrief Alliance, a not-for-profit partnership between agencies of every size and type – media, creative, design, PR – and their clients. It offers insights and expert advice on how we can adapt our work to promote more sustainable choices and behaviours.
6.Familiarise yourself with the regulation. Look to the Advertising Standards Authority (ASA) for their rules that apply around misleading environmental claims. Don’t forget you can further your knowledge with the Ad Net Zero Essential Certificate, which has a module on the fundamentals of greenwashing and how to actively avoid it in the work you produce.
7.See how new research by the Insight Climate Collective reveals how UK citizens have a clear vision of A Good Life in 2030 - they dream of a life filled with connection not just consumption. Understand the shifts people in the industry think are necessary in response to this, drawn from imagination workshops with over 100 industry leaders – some of whom are featured in the documentary.
8.Structure your thinking with Planet Pledge, a CMO-led framework designed to galvanise action from marketers to promote and reinforce attitudes and behaviours which will help the world meet the challenges laid out in the UN Sustainable Development Goals.
9 . Fast-forward to 2050 and imagine what an average day will be like when we have slashed our carbon emissions – a picture informed by the latest research, ongoing trials and expert opinion.
Then, be inspired by Ørsted – which was once one of the most coal-intensive energy companies in Europe. Today, they’re the world’s most sustainable energy company, and a global leader in the transition to green energy.
10. Sign up to the Ad Net Zero initiative! Navigate the complexities of climate action withour special Ad Net Zero Guide, created by the team to answer all your questions about the Ad Net Zero initiative as well as offer insights and tips drawn from our supporter base.
To catch up with all the content from the Ad Net Zero Summit, visit our YouTube page from November 8.
