Ad Net Zero US Launches the Action 5 Working Group to Harness Advertising’s Power to Support Behavior Change
26 Abril 2024 - 8:00AM
Ad Net Zero US is launching their fifth working group, bringing
together leaders from the advertising and climate industries
including senior level creatives, strategists and brand marketers.
The purpose of the group is to “harness advertising’s power to
support behavior change.” The supporter group taps into
advertisers’ immense power to positively influence consumers to
make more sustainable choices and reduce total carbon emissions.
The team follows successful practices used in the UK, where that
working group has been meeting for the past few years and launched
the industry’s first and only awards program dedicated to
sustainability – the Campaign Ad Net Zero Awards. These awards have
just opened for the third year with entries open from companies in
Americas, EMEA and APAC.
This community, made up primarily of Senior-level Creatives,
Creative Strategists and Brand Marketers, will collaborate on
scaling a new approach to the creative process - one that uses
every opportunity to normalize better, more sustainable choices. Ad
Net Zero also collaborates with and continues to encourage agencies
to use resources from #ChangeTheBrief which provides a deep dive
and opportunity to educate and empower change across their
businesses.
"It is in the advertising industry's gift to use its skills and
talent to mainstream sustainable lifestyles and behaviors. That's
always been our focus with the #ChangeTheBrief Alliance to develop
in people the skills and confidence so they can successfully
navigate the climate transition. So, I'm delighted to join Ad Net
Zero USA's newly founded group of experts dedicated to directing
the industry's superpowers in behavior change and storytelling.
Especially given that the US market is critical in meeting global
targets to reduce consumption-based emissions. Together, the US ad
industry can make a significant impact and lead the change,” said
Rob McFaul, co-founder of Purpose Disruptors.
Ad Net Zero’s UK existing working group will serve as a guide to
US efforts and is led by Matt Bourn, co-author of the book,
Sustainable Advertising, which is published by Kogan Page.
Collectively, the UK and US groups plan to launch a campaign this
year to help the industry normalize the types of behaviors people
need to see that support a sustainable way of life. In addition to
the creation of the Campaign Ad Net Zero awards mentioned above,
the UK working group also laid the groundwork for techniques to
measure and monitor the real-world impact of advertising campaigns,
which includes work with PwC and the University of Oxford’s Said
Business School.
Brands in every industry have opportunities to not only reduce
their own carbon footprint, but to encourage consumers to do the
same. Industries including home goods, fashion retail, health and
beauty, food and beverage, auto, and energy can rely on Ad Net Zero
for education, training, collaboration and action.
- The group is co-chaired by climate expert Dr. Bill Wescott, who
serves as advisor to numerous governments and policy makers, and
notably led the WRI/WBSCD Greenhouse Gas Protocol subgroup in the
late 1990’s which developed the concept of scope 3 emissions. Dr.
Wescott provides a vital link between advertising and the global
climate community to help the ad sector focus on data-driven best
practices and global standards to estimate their operational
emissions as well as to inspire changes in behavior that materially
reduce greenhouse gas emissions.
- The group includes brands agencies and climate experts from
companies including: IPG, Dentsu, Omnicom, WPP, Publicis, Havas,
Boston Consulting Group, Google, Meta, WildAid, Purpose Disruptors,
and Legacy Youth Leadership.
“To address the climate crisis, a critical rate limiting factor
is human behavior at the individual and collective levels. The
advertising sector has superpowers to influence behavior that other
sectors do not. Now is the time to intentionally engage these
unique abilities to accelerate climate action, and Ad Net Zero is
providing the framework to do so,” said Dr. Wescott, Managing
Partner Brain Oxygen.
“While our industry must look inward and make changes to be
sustainable, we also have an incredible opportunity to inspire
millions of people to become more sustainable, too. This working
group provides a collaborative, proven approach for advertisers to
harness that opportunity and drive real change,” said Rachel
Schnorr, US Membership Director Ad Net Zero.
The working group had their first meeting on April 25, creating
an agenda for positive action. To learn more about the Working
Group and Ad Net Zero, please visit www.adnetzero.com.
About Ad Net ZeroAd Net Zero is a
climate action programme to help the advertising industry tackle
the climate emergency by decarbonizing ad operations and supporting
every industry to accurately promote sustainable products and
services. Originally founded by the UK Advertising Association in
partnership with the IPA and ISBA, Ad Net Zero launched its 5-point
action plan in the UK in November 2020 and has since gained over
100 UK supporters. The action plan aims to achieve net zero
emissions in ad development, production, and media placement, as
well as use advertising’s positive influence to help shift
consumers towards more sustainable behavior. Its first non-UK
territory launched in Ireland in June 2022, followed by a global
roll-out at Cannes LIONS 2022. In February 2023, Ad Net Zero
launched in the US, supported by the 4A’s, ANA and IAB, where it
now counts over 100 supporters. Ad Net Zero has widespread backing
from across the industry and proudly counts support from the
world’s six biggest agency holding groups, media owners, tech
companies, advertisers, and independent creative and production
agencies. For more information, please visit www.adnetzero.com.
For further information, please contact:Emily
Rileyemily@rileystrategic.com