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The role of advertising in Sustainability

November 4, 2021

With UN COP26 underway, we explore the relationship between advertising and sustainability

Climate action is now a firm focus and in the full glare of the global media spotlight as Glasgow hosts the UN COP26 Conference, with the aim to reduce carbon emissions and reach net zero targets. 

Our advertising and marketing industry has an important role to play. You may not know that a typical online advertising campaign emits 5.4 tons of CO2.

Yet rather than being seen as part of the problem, the industry needs to reposition itself as central to the solution and do as much as it can to encourage green and renewable practices.

Many of our members are demonstrating leadership, such as Unilever celebrating 10 years of its Sustainable Living Plan and tackling plastic waste in the region (with Bee’ah); P&G announcing its 2022 sustainability actions to help protect and preserve nature across its Asia, Middle East and Africa (AMA) Operations; and Mars reducing waste, water and electricity usage.

But there is much more work to be done.

At the ABG, we have supported the WFA’s Planet Pledge – which was launched in April championing positive change internally and externally. By additionally supporting UN’s Race to Zero Campaign and Sustainable Development Goals (SDGs), we are leveraging on the power of marketing communications to help consumers make more sustainable choices.

The recently held Planet Pledge’s first Leaders’ Forum is a clear sign that momentum is building among major companies. Google recently said it will no longer display ads on YouTube videos and other content that promote inaccurate claims about climate change, and other key brands – including our members – are placing responsible marketing at their core.

Consumers are demanding that brands change, adopting more ethical and environmentally conscious campaigns, and this is only going to intensify. This is where the ABG comes into play as we support increased awareness and action for driving sustainable change.

The key is bridging commitments and activations. The world does not need just well-meaning slogans and working groups – but the clear message is we need less words and more action and clarity. 

Amid all the talk, the central issues don’t change. We must all think of ways to reduce and offset our carbon footprint – and quickly. Advertisers and agencies are being encouraged to measure the carbon impact of their campaigns under ‘Ad Net Zero’ by 2030

While our industry is built on competition, sustainability isn’t a contest – it demands collaboration. We need creative out-of-the-box thinking to enact systemic change. 

For all the scale of the challenges, much of our major problems are ultimately inter-related – whether that’s providing sustainable energy or ensuring renewable consumption. There are many positive changes happening beyond the gloomy headlines.

Good-Loop recently created the Green Ad Tag, which can be wrapped into any digital campaign and enables brands and agencies to closely monitor the environmental impact of their ads throughout a campaign. 

No one knows what will come out of Glasgow. But we do know that if we can keep sustainability uppermost in our minds, and our industry continues to work harder than ever to promote responsible marketing, then our children’s future may not be so bleak after all.