CHAPTER 2
progress
against the
5 point action plan
We have introduced 2 mandatory requirements for supporters:
The only exception is SMEs, who currently do not have to make this data public.
The previous section outlined the gaps the industry currently has when it comes to these two requirements. The aim of introducing these mandatory asks is for supporter targets to be credibly aligned with the goals of the Paris Agreement, and for our supporters to demonstrate both accountability for, and improvement on, their operational emissions. Despite the gaps, we are already seeing some progress on this action step. For example, that 81% of global supporters have either achieved or set 100% renewable energy targets.
Use our brand new Action 1 guide to get your house in order.
Headline stats taken from the AdGreen Annual Review, sharing the first dataset from the carbon calculator:
was emitted as a result of the 446 projects completed between Jan- June 2023
The mean size of a completed project.
They ranged massively from 1.75 kg to 181.15 tCO2e. Given there is such a range, it’s clear that carbon footprint considerations need to be considered early in the creation process. The use of virtual sets can increase to address this.
...account for the most emissions generated as a result of all activities recorded (75%). Energy and fuels used to power spaces accounted for 12.72%, Materials for 11.80%, and the activity area with the least impact was Disposal, at 0.32%.
Most importantly however, AdGreen’s training and resources are valuable tools which allow everyone to properly engage in the process of minimising the carbon impact of production.
See how Adam and Eve DDB used the AdGreen calculator to decarbonise this brilliant campaign for Quorn.
Start measuring your emissions using the AdGreen calculator
Ad Net Zero has joined forces with the WFA’s Global Alliance for Responsible Media (GARM) to rapidly establish a standard methodology for measuring the carbon emissions from media campaigns and accelerate progress in three key areas:
case studies from businesses featured
tactics ready for use right now
Use the GARM Action Guide to start measuring the emissions from your media planning and buying.
In November 2023, the Campaign Ad Net Zero Awards took place for the second time, celebrating the ad industry’s best work tackling the climate emergency.
industry award bodies implementing Ad Net Zero sustainability criteria within judging
shortlisted entries
unique companies entered, 27 were SMEs
increase in entries year-on-year
increase in international entries year-on-year
judges comprising adland and sustainability experts
winners including a Grand Prix
In terms of changing the awards industry, we have so far developed partnerships with the following awards bodies: British Arrows, Cannes Lions, D&AD, and the DMAs. While ANZ are proud of these partnerships to date, they also highlight that the number of ads really driving sustainable options and economy is still far too low, and far too few other mainstream awards are installing sustainability requirements.
At Ad Net Zero, as well as supporting the eradication of greenwashing in advertising, we want to inspire real behaviour change. We believe the Campaign Ad Net Zero Awards are a route to achieving this. See some of this year’s winners below:
When coupled with a strong regulatory environment and positive market signals, adspend can drive incredibly fast results. We need only look at the example below of Ad Spend x EV (electric vehicles) to see how successful advertising can be in accelerating change.
