Is Sustainable Media Planning Achievable Or Just A Pipedream?

Speakers: Emma Newman, CRO EMEA, PubMatic & Laura Wade, VP, Head of Sustainability, Essence

Suitable For: International Perspectives, Brand Teams and Strategists & Media Planners

Summary:

The value of media planning and activation has never been higher in a fragmented and increasingly complex media environment. This session explores the importance of making sustainable media investments and outlines ways to make sure you achieve this in your media plans.

Key Take-Aways:

1. Sustainability is about creating a thriving economy and society for all. There’s work to be done to ensure that advertising has a role in that society.

2. Our industry needs to recognise the energy it uses and acknowledge the role it plays in a net zero society. Advertising is all about context, so we need to read the room and drive that change through the context we’re operating in.

3. Look outwards, get expertise on sustainability and take the lead. We need to come together as a community for our industry to survive and be welcomed in a net zero society.

4. Need to commit to science-based targets. This can be done by building pillars to give employees impetus and guidance. Having a tangible project to share with people in the industry is really valuable because this can act as a guide.

5. Create demand for sustainable behaviours. Demand does not need to be linked with the linear process of consumption and waste. For instance, advertising can start promoting refurbished products and services.

Session Length: 25 minutes

You can watch the full session here.