Environment & Sustainability
Sustainability in Action.
Building a more sustainable advertising industry takes collective effort. By working together, we can turn our shared commitment into meaningful action and lasting impact.
A New Chapter for Sustainable Advertising in Australia
Ad Net Zero is a global initiative working to decarbonise the advertising and marketing industry.
The ACA has partnered with Ad Net Zero, alongside the Media Federation of Australia (MFA) and the Marketing Association of Australia (MAA), to launch the Ad Net Zero Australian Chapter. Together, we’re bringing the industry together to reduce emissions across the campaign lifecycle, from creative development and production through to media placement, to real net zero.
Ad Net Zero 5 point action plan
Ad Net Zero’s five-point Action Plan provides our industry with a guide for its transition to net zero:
ACTION 1
Get your house in order across advertising business operations
ACTION 2
Reduce emissions from advertising production
ACTION 3
Reduce emissions from media planning & buying
ACTION 4
Reduce advertising emissions through awards & events
ACTION 5
Harness advertising’s power to support behaviour change
Put your net zero commitment into practice today with guidance for Actions 1 and 2 below.
ACTION 1: Measure & Reduce Your Business Footprint
Every agency has an operational carbon footprint, from office energy use and waste to business travel, employee commuting and procurement. Understanding where your emissions come from is the first step towards reducing them.
How to get started
1. Measure your footprint.
Calculate your agency’s annual operational carbon emissions to establish a baseline and identify the biggest sources of emissions.
2. Put policies in place.
Introduce practical internal climate policies, such as sustainable travel guidelines, energy efficiency standards and responsible procurement practices.
3. Set targets and track progress.
Establish annual targets to reduce emissions from energy, travel, waste and other operational activities, and monitor progress annually.
Action 1 Resources
Ad Net Zero Australia’s Transition Guide
A step-by-step manual to help agencies measure, manage, and cut operational emissions.
Preferred Member-Tested Carbon Consultants
To simplify the process of finding the right carbon consultant, we’ve assessed a range of consultancies, drawing on a rigorous review process and feedback from members to provide agencies with two recommended options.
ACTION 2: Plan Low-Carbon Productions
For most creative agencies, producing campaigns represents their single largest environmental impact. Travel, set construction, freight, and power usage can accumulate quickly.
How to get started
1. Plan for sustainability early.
Integrate sustainability into creative development and pre-production planning.
2. Make lower-carbon production choices.
Work with production partners to source local crews and suppliers, reuse props and materials, and minimise travel.
3. Measure your production emissions.
Use a standardised industry tool to track and analyse production emissions.
Action 2 Resources
AdGreen Carbon Calculator
A free tool for agencies and production partners to calculate and log production emissions in real time.
AdGreen Guide for Creative Agencies
A practical walkthrough on how to reduce emissions and integrate AdGreen into creative and production workflows.
AdGreen Case Studies
Discover how other agencies and brands have reduced their carbon impact and utilised AdGreen, with practical real-world examples.
IPA Online: Sustainability Essentials Certificate
Looking for formal training? IPA’s Sustainability Essentials Certificate is a practical and positive introduction to sustainability for advertising and media agencies.
3 Easy Ways to Get Started Today
You don’t need a complex strategy to get started. Here are 3 immediate steps your agency can take today:
1. Nominate an Agency Climate Champion.
Assign one team member or team lead to champion sustainability across your office and production workflows.
2. Create a Free AdGreen Account.
Set up your agency’s profile on AdGreen in under 3 minutes so your team is ready to track your next production.
3. Switch to Green Energy.
Contact your office energy provider and switch your building grid plan to 100% renewable energy or GreenPower.