At Cannes Lions 2026, Ad Net Zero joined supporters and industry leaders to explore how collaboration, common frameworks and creativity can accelerate sustainable change across the advertising ecosystem.
From the launch of GMSF v1.3 and Every Brief Counts to discussions on media measurement, sustainable behaviours and industry collaboration, the week highlighted the practical actions helping turn ambition into progress.
Below are some of the key conversations and takeaways from the events we supported and co-hosted throughout the festival.
On Board with Sustainability: Collaboration, Creativity and Commercial Action
Ad Net Zero joined supporters and industry leaders aboard the Clipper Stad Amsterdam for On Board with Sustainability, an afternoon focused on sustainability, creativity and leadership across the European advertising industry. The programme brought together leaders to explore consumer trust, celebrate sustainable brand behaviours and discuss practical actions that can accelerate progress across the sector.
The first session explored why carbon calculation is becoming a commercial imperative for marketers. Moderated by Mary O’Sullivan, European Director at Ad Net Zero, the discussion featured Dr Bill Wescott (Ad Net Zero), Stephanie Helen Scheller (Omnicom Media Group) and Amy Williams (Good-Loop), who examined how GMSF v1.3 can help create greater consistency and transparency across media emissions measurement.
The discussion continued with Arnaud Belloni (Renault Group) and Eren Özdüzen Dilmen (BSH Home Appliances), who explored how sustainable behaviours can be embedded within mainstream creative work and the opportunities this presents for brands. The session concluded with the Kantar & Ad Net Zero Awards, celebrating organisations that are championing sustainable behaviours through advertising.
Congratulations to the winners: Back Market, Bosch Home Appliances and Renault.
And congratulations to the finalists: Danone, LG Electronics, Nespresso and SodaStream.
Sustainability Round Table: Sustainability That Delivers
Ad Net Zero co-hosted the fourth annual Sustainability Round Table with Duration Media, bringing together CMOs, agency leaders, ad tech innovators and industry organisations to explore how sustainability can deliver both environmental and commercial value.
The discussion covered the evolving role of AI, media quality, measurement and supply chain optimisation, alongside the collective efforts underway to improve consistency across the industry and reduce emissions across marketing value chains.
A recurring theme throughout the session was the growing evidence that sustainability and performance can go hand in hand, reinforcing the importance of practical action, collaboration and shared frameworks that enable the industry to move forward together.
PrintGreen: Supporting Sustainability Across Print and Mail
Ad Net Zero also joined discussions with founding members of PrintGreen on the role the initiative can play in supporting sustainability across the print and mail industry.
The conversation explored how the sector can continue supporting sustainability ambitions, the challenges that remain and the practical actions brands and agencies can take to accelerate progress.
