Decarbonizing advertising and using its superpowers to drive consumer behavior change

The ad industry has only recently started to focus on its responsibilities around climate action – both in its operations and more importantly in using its superpowers to change behavior. There are exciting opportunities for new collaborations between brands, climate NGOs, catalytic platforms, scientists and others to thoughtfully design and execute solutions on multiple levels. This session will explain how Ad Net Zero – the ad industry’s collective movement to decarbonize the production, distribution, and publication of advertising – is working as a collective to implement its 5-point action plan at scale.

Learning Outcomes:

• Brands have a big opportunity to accelerate climate action by both paying attention to their emissions from advertising and creatively using their influence to inspire consumer behavior change
• This journey is best grounded in CSO-CMO collaboration, ensuring that marketing’s efforts to decarbonize are tied to robust standards and the latest climate science
• The entire marketing value chain can benefit from this types of collaboration by aligning with global emissions reduction standards and using advertising's superpowers for good