From the Chief Executive
The advertising industry, like many others, is facing a stark reality: our traditional production practices leave a significant environmental footprint. From the carbon emissions of travel and equipment use to the waste generated on set, creating arresting visuals can be extremely carbon intensive.
This reality was made evident in AdGreen’s inaugural annual review last year, which marked the first time industry data on production emissions had been shared. We were finally able to understand the potential scale of the impact from global production and, crucially, identify the most tangible opportunities for reduction. Delivering a second year of data feels even more significant, as the true power of carbon measurement lies in the ability for us all to track progress. Comparing year-on-year data will allow us to spot patterns, iron out inconsistencies, and identify priorities, while drawing from a much larger project pool.
In our 2022 Annual Review I shared my hope that 2023 would see a significant leap forward for sustainable advertising production practices. The substantial increase in completed projects, which has nearly tripled within a year, speaks to this growth. Measurement of emissions has become part of the day-to-day for some organisations, with sustainable advertising production no longer a fringe concept, but an imperative for businesses looking to connect with their audience and protect the planet. However, we know we are still only capturing a small percentage of productions happening across the industry and have along way to go before we truly understand the impact of advertising production.
Consumers are increasingly demanding sustainable products and services, and they expect this to be reflected throughout the operations of the brands they engage with.Brands that prioritise sustainability are rightfully conscious of the environmental impact of the advertising that is used to promote their products. And this demand is not just coming from customers, but also employees. As we all face the reality of the climate crisis our expectations as individuals to see positive action from our companies, and our sector, will continue to grow.
We should not underestimate the power of our industry as a force for positive change. Embracing this opportunity isn’t just the right thing to do for the long-term health of our planet; it’s also essential for the long-term health of our industry. As the Chief Executive of the Advertising Association, I am only too aware of the talent crisis facing our industry, with a particular skills shortage among entry and mid-level roles, as people leave to pursue alternative careers and companies struggle to recruit. Young people care deeply about the social and environmental impact of their industries and companies, and 90%of marketers in the WFA Planet Pledge study expressed a belief that we need to drive more ambitious sustainability agendas with a bigger and more timely impact. To compete with other industries, we need to show real, tangible progress; embracing sustainability can have numerous business benefits that go beyond carbon reduction.
I am delighted to see the AdGreen community grow and spread its influence, and I’m confident that it won’t be long before carbon measurement moves beyond the consideration phase and becomes a business imperative for all within our industry. We must seize the opportunity to place our organisations, and our sector, at the forefront of the global response to the climate crisis, and use our creativity, innovation and reach to bring other industries along with us.