20 hours, e-learning + Exam (30 minutes)
The IPA Sustainability Essentials Certificate is a practical and positive introduction to sustainability for advertising and media agencies.
2027 Required Completion Dates: 30 Jul | 26 Nov
Refer to the qualification policies here.
ABOUT
From climate to pollution and from diversity to biodiversity, the qualification explores the challenges that shape our environment, society and economy, both globally and in the UK – and the actions that agencies can take in response.
The qualification sets sustainability in a practical context. Professionals find out what it takes to be part of a sustainable agency, and discover tools, frameworks and resources, aimed at both creative and media agencies.
Learners can explore sustainable relationships with suppliers, clients and industry peers and understand the influence of advertising on consumers, including the responsibility to avoid greenwashing.
Along the way, there are chances to apply sustainability knowledge. The qualification includes practical pointers, case studies, and opportunities to reflect on a more sustainable future.
what are the benefits
- Learn key sustainability concepts and terminology.
- Understand the advertising industry’s environmental and social impacts.
- Identify opportunities to reduce emissions and improve sustainability performance.
- Recognise the risks of greenwashing and misleading environmental claims.
- Contribute confidently to sustainability conversations with clients, colleagues and partners.
How the learning is delivered and assessed
- Approximately 20 hours of online learning accessible through the IPA website on any device.
- Formal 30-minute multiple choice exam.
- If you pass the exam, you will be awarded a digital certificate of completion and 1 MIPA star towards personal accreditation.
Who’s it for?
Aimed at anyone working in advertising, media or marketing communications who wants to build a strong foundation in sustainability and understand the role our industry can play in creating positive change.
Course Content
Gain the knowledge, tools and confidence to help build a more sustainable future for your agency.
This 5 module, 20-hour qualifcation will help you adopt a practical yet positive approach to sustainability in your agency, while learning how global challenges shape our environment, society and economy.
SYLLABUS
Introduction: Sustainability Essentials
It’s time to be positive about sustainability. In this introduction, we recognise the serious challenges that shape our environment, society and economy – while proposing a positive, practical approach to tackling them.
We introduce the three pillars of sustainability: environmental, social, and economic. We explore the role that agencies can play in driving positive change, and help you to develop a vision of your agency’s future.
Module 1: Climate Change and the Environment
The climate crisis is one of the defining challenges of our time. In this module, you’ll learn about its causes, its impacts, and how it can be tackled in a science-based way, with specific emphasis on what agencies need to know.
At the same time, we’ll cover two other planetary-scale environmental challenges: biodiversity loss and pollution.
Module 2: Social and Economic Sustainability
Sustainability extends beyond the environment. In this module, you’ll explore the social and economic dimensions of sustainability, grounded in the UN Sustainable Development Goals (SDGs).
The module includes hot topics such as inclusivity, circular economy, ESG and sustainability reporting – including an overview of the sustainability challenges of AI.
Module 3: The Sustainable Agency
What does a sustainable agency look like in practice? This module focuses on turning sustainability ambition into action.
You’ll learn how to build a business case for sustainability, identify goals and metrics, and understand tools, frameworks and initiatives that can support progress.
Module 4: Advertising’s Impact on Consumers
Advertising has the power to influence consumer attitudes and behaviours. With that influence comes responsibility.
In this module, you’ll explore how agencies can help normalise sustainable behaviours, communicate inclusively, and contribute positively through creative work.
You’ll also gain an understanding of greenwashing and making sustainability claims, within the UK regulatory landscape.
Module 5: Taking Action on Sustainability
No agency can drive change alone. In this module, you’ll examine the partnerships and relationships that make sustainability possible, from clients and suppliers to colleagues and agency peers.
Along the way, we’ll consider how to align your business with your sustainability ambitions.