On June 1st , Ad Net Zero hosted a showcase session with Newsworks. The session featured Elle Chartres, Ad Net Zero UK Director; Jennifer Schooling, Business Analyst, Newsworks and Ryan Uhl, Chief Strategy Officer, Mail Metro Media, followed by a panel discussion which comprised Dora Michail-Clendinnen, Chief Strategy Officer, The Ozone Project; James Fleetham, Head of Client Sales, The Guardian and Jacqui Merrington, Discovery Director, Reach Plc.
During the session, Newsworks presented valuable research on sustainability within newsbrands. They shared insights from the Intergovernmental Panel on Climate Change (IPCC) report and data collected through their online survey, which aimed to better understand how the ongoing cost-of-living crisis influences readers’ economic decision-making when making sustainable choices.
Ryan Uhl presented their insightful Greenwash research, which delved into consumers’ understanding of sustainable jargon in advertising media. The research provided good advice and insights on how to communicate effectively and the idea that “people are more likely to consider environmental issues important when they understand it and believe them”.
The panel discussion offered key recommendations such as:
- Think about the wording you use, show the ad and wording to your relatives and ask if they understand it, and if not, rethink about what you are doing. Test your ads first to know that they make sense to people.
- Find your allies both within your business and externally, and collaborate together to invest in sustainability.
- Think about what your funding supports and align it with the message you are trying to succeed in.
- Resist the urge of making carbon a commodity.
The session is available on demand, on our YouTube channel here.
