Ad Net Zero lays out decarbonisation plan with ambitious roadmap

Advertisers, media owners, production and advertising agencies collaborate towards a shared low-carbon vision for the industry

Aotearoa, New Zealand – Monday 11 March 2024 – Ad Net Zero Aotearoa has today released an Industry Roadmap that details a transition plan to support the decarbonisation of the creation, production and running of advertising in New Zealand. The roadmap presents a short-term 2030 and long-term 2050 vision for the industry and outlines an approach to accelerate decarbonisation in five key areas of emissions – operational, production, media, awards and events, and behavioural influence.

The roadmap’s ambitions were informed by more than 60 participants convened from Ad Net Zero’s 45+ industry supporters.

“With 2-3% of global greenhouse gas emissions* estimated to be related to advertising and marketing operations, decarbonising the industry is essential to the aims of limiting global temperature rise to 1.5°C.” said Simon Lendrum, CEO, Comms Council.  “This roadmap clearly outlines the long-term ambitions of Ad Net Zero, and the key initiatives that will drive our industry’s efforts to reach net zero by 2050.”

While the full report details specific actions for each emissions area, several overarching themes include:

• The need for high-quality data that is readily available from standardised, universally adopted methodologies that people understand;
• The importance of clear reference points for responsible sustainability claims and advertisers who recognise the dangers of misrepresenting their current state;
• A commitment from supporters to create an annual emissions inventory and Science Based emissions reduction target; and
• The need for education across the industry to ensure that it attracts and retains talent that is educated and excited about delivering sustainable outcomes.

Ad Net Zero will continue to engage with industry through its bi-monthly Supporter Working Groups to collaborate and further the initiatives outlined in the Industry Roadmap.

Join their webinar reviewing the Industry Roadmap on March 26th, 12:30-1:30 NZDT by reserving your spot here.

Any organisations interested in partnering with Ad Net Zero should contact
adnetzero@commscouncil.nz. For more information, visit: adnetzero.co.nz

ENDS

Notes to editors

* GhG Emission Estimate:
https://www.allianz.com/en/economic_research/insights/publications/specials_fmo/decarbonizing-informationtechnologies.html https://www.sciencedirect.com/science/article/pii/S2666389921001884

**Ad Net Zero’s detailed five-point action plan: Ad 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 behaviour. 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 70 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.

1. Action 1: Reduce emissions from advertising business operations
Action 1 aims to reduce emissions from the operations of advertising businesses e.g., 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 confidently identify and act on operational reduction opportunities.
2. Action 2: Reduce emissions from advertising production Action 2 aims to reduce emissions from the production of advertising. 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 throughout the life of each project.
3. Action 3: Reduce emissions from media planning and buying Action 3 aims to reduce emission from the process of planning and buying of 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.
4. 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. And Industry Awards will leverage their influence to encourage environmental responsibility considerations throughout their judging criteria, categories and eligibility criteria.
5. 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. And Advertisers will have clear reference points for harnessing the power of marketing communications to support a sustainable economic transition.

*** A steering group made up of New Zealand Advertisers Association (ANZA), Advertising Producers Association (APA), Commercial Communications Council (CCC), Energy Efficiency & Conservation Authority (EECA), Interactive Advertising Bureau (IAB), Out of Home Media Association (OOHMA), Radio Broadcasters Association (RBA), and The Designers Institute (DINZ) are driving the Ad Net Zero initiative in Aotearoa.

For more information or interview requests, please contact:
Jennifer Gunn Head of Sustainability, Commercial