Sustainability strategies are quickly becoming table stakes for companies. Clients are starting to demand it and other markets are beginning to regulate. It is inevitable that our industry will face increasing pressure to demonstrate their commitment to sustainability. By acting now, we can consolidate our industry's efforts and drive efficiency in our efforts to ensure the sustainability of our craft.

Every industry needs to play its part in addressing the drivers of the climate crisis. Advertising has a significant part to play in encouraging the transition to a low carbon economy.

While individual corporate action is undoubtedly necessary, an industry-wide approach can create efficiency in financial and labour resources by sharing the burden of creating jointly beneficial tools, standards, and processes. This takes pressure off individual agencies and media owners to reinvent the wheel and create an aligned approach across the industry with a shared understanding of how to move forward.

A key need that has already been identified is a standardised approach to measuring media and production emissions. Clients and any future reporting bodies must be confident that they can compare like with like in order to make effective decisions. Ad Net Zero Global has already begun work with a collaboration of global brands on a measurement framework we can adapt in Aotearoa.

Some actions, like traveling less, may be considered competitively disadvantageous in the nascent stage of transitioning to a more sustainable way of running businesses. By working collaboratively, we can agree on standards or best practices that can align the industry, so leaders are not penalised for taking necessary action.

Many companies don’t know where to start with Sustainability. It can feel daunting, confusing, and unclear on the return on investment. Ad Net Zero will support those just starting with tools, direction and by sharing great stories of those who have already taken the leap.