February 25th 2021

Ad Net Zero brings together cross industry coalition to take action on climate

The group’s supporter base has outlined its action plan to meaningful change in the run-up to COP26.

Nicola Kemp

Editorial Director Creativebrief

Ad Net Zero, the UK advertising’s industry’s initiative to help the UK advertising industry respond to the climate crisis, led by the Advertising Association, ISBA and The IPA, has revealed the supporters underpinning its roadmap for change across the industry.

In a meeting this month, chaired by Sebastian Munden, EVP and General Manager of Unilever UK and Ireland, a cross-industry team of supporters came together to activate the Ad Net Zero Action plan, which was launched last year.

The supporters are all dedicated to helping the UK industry achieve net zero by the end of 2030 through a combination of dedicated funding, specialist expertise and resourcing. The supporters include 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 and zero waste advertising production standard.

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.
Stephen Woodford

In order to put the Ad Net Zero plan into action the supporters have formed five groups, each focused on specific workstreams to move the industry forward. One targets tracking, analysing and assisting the continued reduction of carbon emissions from ad business operations, chaired by James Best from Credos. A second, chaired by Stephen Woodford, Chief Executive of the Advertising Association, is focused on reducing emissions from advertising productions. A third around reducing emissions from media choices is being led by the IPA. While Rachel Aldighieri, Managing Director of the Data & Marketing Association is chairing a group focused on greening up the industry’s awards and events. Matt Bourn, Director of Communications at the Advertising Association is leading the charge to look at how to use advertising’s positive influence.

Commenting on the cross-industry initiative, Stephen Woodford, Chief Executive of the 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 of Google UK & Ireland, added: “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.”

If you would like to get involved and support Ad Net Zero, contact the Advertising Association

What do you need to know about Ad Net Zero

The group’s ambitious plans are matched with a clear understanding of the need for action when it comes to the climate crisis.

Ad Net Zero was established to provide space for a collaboration for change. Working together, the supporters will drive carbon-curbing policies throughout the advertising ecosystem and will strengthen and extend the sector’s response to a shared challenge.

The group acknowledges 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.

Ad Net Zero recognises that the 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 the Ad Net Zero agenda recognises that 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% of people agree that knowing their organisation is taking climate action would improve their job satisfaction.