The Ad Net Zero
Action Plan
Action 1
Reduce emissions from advertising business operations
Action 1 aims to reduce emissions from the operations of advertising businesses eg., electricity usage, business travel, waste production.
By 2030 Ad Net Zero Supporters will measure their emissions, have set a science-based target and reduction plan, and be able to confidently identify and act on operational reduction opportunities.
According to the UK’s Ad Net Zero reporting two operational emissions sources usually predominate Advertising Businesses:
1. Business travel (especially flying) – typically around 60% of an agency’s emissions.
2. Office energy use – typically some 40% of emissions.
Resources to address emissions
Climate Action Toolkit - The Climate Action Toolbox is a free, easy-to-use online tool that shows how to measure and reduce business emissions.
Ad Net Zero is working with Supporters to:
· Measure the carbon emissions of their business on an annual basis.
· Set a science-based net zero target and create a robust reduction plan to achieve it.
· Ensure talent is comfortable identifying high-carbon operational emission areas and generic reduction solutions.
· Collaborate on emission reduction opportunities best addressed at an industry level.
· Publish an annual State of the Industry report which shares the carbon emission impact of Advertising in Aotearoa and benchmarks progress of the Industry.
Action 2
Reduce emissions from advertising production
Action 2 aims to reduce emissions from the production of advertising eg., travel, energy, waste.
By 2030 Ad Net Zero Supporters will measure the emissions from the production of ads, confidently identify and act on reduction opportunities throughout the production process, and incorporate sustainability considerations through out the life of each project.
According to the UK’s AdGreen reporting three emission sources usually predominate:
1. Travel and transport activities averaged 62% of a production’s emissions
2. Energy and fuels averaged 25% of a production’s emissions
3. Materials averaged 12% of a production’s emissions.
Resources to address emissions
GreenLit – A free New Zealand created tool for Film Production that offers a emission measurement calculator, training tools, templated policies and a quick start guide.
AdGreen – A free tool specifically designed for Ad Production by professionals in the UK that offers a emission measurement calculator, training tools, and step by step guidance.
Ad Net Zero is working with Supporters to:
· Trial and endorse tools that support the measurement and reduction of emissions from ad production.
· Ensure talent is comfortable identifying high-carbon production emission areas and generic reduction solutions.
· Collaborate on emission reduction opportunities best addressed at an industry level.
Action 3
Reduce emissions from media planning and buying
Action 3 aims to reduce emission from the process of planning and buying media.
By 2030 Ad Net Zero Supporters will measure the emissions attributed to media purchases, confidently identify and act on reduction opportunities, and incorporate sustainability considerations within media purchase decision making.
According to Scope3 Emissions per 1,000 programmatic ad impressions in Aotearoa is approximately 397.4g CO2PM or 2.5 million ad impressions per tonne of carbon.
Resources to address emissions
The Global Media SustainabilityFramework is a voluntary industry standard to provide consistent, comparable measurement of greenhouse gas emissions from digital, television, print, audio, outdoor, and cinema channels.
The Guide to Sustainable Media offers 10 voluntary actions to reduce greenhouse gas emissions from media, including sustainable supplier selection, technology, and optimising assets.
Ad Net Zero is working with Supporters to:
· Trial and endorse tools that support the measurement and reduction of emissions from media production.
· Ensure talent is comfortable identifying high-carbon media emission areas and reduction solutions.
· Collaborate on emission reduction opportunities best addressed at an industry level.
Action 4
Reduce advertising emissions through awards and from events
Action 4 aims to reduce emissions from awards and events.
By 2030 Ad Net Zero Supporters will confidently identify and act on reduction opportunities throughout the production and delivery of marketing related events and activations. Industry Awards will leverage their influence to encourage environmental responsibility considerations throughout their judging criteria, categories and eligibility criteria.
According to the Comm’s Council, the industry body who puts on AXIS, beacon awards, Effie, Pressies and Young Lions Awards, the audit of the AXIS 2023 award show reported that two emission sources predominated:
1. Travel and transport of attendees accounted for 59% of the award show’s emissions
2. Catering choices accounted for 14% of the award show’s emissions
Resources to address emissions
ISLA TRACE – An online platform that captures and reports on emission and waste data from live, hybrid and digital events.
ISLA PROSEED - A best practices framework that simplifies event sustainability offering practical guidance and templates.
Ad Net Zero is working with Supporters to:
· Trial and endorse tools that support the measurement and reduction of emissions from marketing related event and activations.
· Ensure talent is comfortable identifying high-carbon event emission areas and reduction solutions.
· Collaborate on emission reduction opportunities best addressed at an industry level.
· Develop an approach to responsibly leverage sustainability criteria within award shows.
Action 5
Harness advertising’s power to support behaviour change
Action 5 aims to harness the power of advertising to accelerate more sustainable customer choices and drive more sustainable consumption.
By 2030 Advertisers will have clear reference points for responsible environmental claims and recognise the danger of misrepresenting their current state. AndAdvertisers will have clear reference points for harnessing the power of marketing communications to support a sustainable economic transition.
Our industry produces work that connects with millions of people every single day, providing useful information on all aspects of the way we live our lives. We believe our work offers a genuine opportunity to inspire consumers to make more sustainable purchasing decisions and play a powerful role in supporting a sustainable economic transition.
Resources for responsible environmental claims
ASA Advertising Standards – The purpose of the Advertising Standards Code (Code) is to ensure that every advertisement is a responsible advertisement.
Brand Sustainability Communication Diagnostic Tool – A self-diagnostic tool, shared with permission from Meta and Accenture, that supports good decision making when embedding a sustainable message in ad campaigns.
Ad Net Zero is working with Supporters to:
· Submit a detailed recommendation to the ASA of updated Greenwashing Standards.
· Publish resources on the Positive Influence our Industry can have normalising sustainable behaviours.
READY TO JOIN?
Ad Net Zero is the advertising industry’s drive to decarbonise the development, production and running of advertising.
It is crucial that we work together to continue the momentum. We need your support.