Our work here aims to help the industry drive growth that is better for the planet and better for business.
We are one of the founders of Ad Net Zero, a voluntary, not-for-profit climate action programme for the global advertising industry. Over 350 supporters worldwide help fund the work to deliver a range of tools, resources, frameworks and educational materials. It is geared to help supporter companies embed sustainability into their strategies for increased business resilience and growth opportunities.
The Global Media Sustainability Framework (GMSF) is a voluntary standard developed by Ad Net Zero to help the advertising industry calculate and reduce greenhouse gas emissions from media campaigns. Built on both climate-science and industry best practice, it provides consistent methodologies across Digital, TV, Out-of-Home, Print, Audio, and Cinema. The GMSF enables advertisers and their partners to plan and buy media with environmental impact in mind. It increases transparency, accuracy and progress toward a lower-carbon future.
The Campaign Ad Net Zero Awards, backed by Google, have been running for a number of years and provide a fantastic bank of case studies of work that has driven both commercial and sustainable success. By championing best practice worldwide, the awards aim to inspire progress and show how creativity can accelerate the transition to a low-carbon future.
We are a founding partner of AdGreen, an initiative to reduce environmental impacts of advertising production. It enables the community to understand, measure and reduce their carbon emissions, using their bespoke carbon calculator. The AdGreen team also analyse the carbon calculator’s dataset to understand the fuller industry picture, publishing these insights regularly. Training, resources and events complement the calculator to ensure everyone can get involved.
We have partnered with Kantar on The Sustainable Behaviours Ad Tracker, which measures how often ads feature or mention sustainable behaviours across global markets and sectors, providing insights into where the industry currently stands. It supports Ad Net Zero’s Every Brief Counts initiative which aims to educate the industry on how to embed sustainability into a campaign, from the brief through to the creative execution.
