The latest Deloitte sustainability report, ‘Green Screens: The power of media to help tackle climate change’, discusses the power of the media to help tackle climate change.
The report explores this power in two main ways:
- Its influence on its audiences.
- Its position – specifically advertisers – on evaluating the third-party brands that they work with and amplifying the “greenest” brands and products.
A key step to tackling climate change from within the media is by changing production practices to reduce emissions and other environmental impacts.
We are delighted that Ad Net Zero is featured amongst the initiatives changing the carbon impact of advertising operation highlighted by Deloitte. The report also references action two of Ad Net Zero’s Action Plan, AdGreen’s carbon calculator, which enables production companies to be more aware of their carbon footprint.
The report serves as a call to action for media organisations to go further than their own actions in order to have a positive climate impact, by influencing the behaviour of all producers and suppliers within their supply chain.
The report provides a guide on what else can be done in media to have a positive climate impact and change behaviours. Media content is worth mentioning, for the influence and power it has on impacting and transforming society. The choices of media on what brands they work with, and what products they advertise, also have a climate impact. Finally, media companies can enhance the impact of their content by providing audiences with further information and steps they can take (e.g., causes to donate or petitions to sign up).
Want to know how to achieve these actions and more about the existing initiatives that can help you do so? Then head here to read the full report.
