Ad sector responds to climate emergency with launch of Ad Net Zero Australia
Australia has officially joined the global Ad Net Zero movement with the launch of the Australian chapter. Spearheaded by Australian Association of National Advertisers (AANA), Advertising Council Australia (ACA), Interactive Advertising Bureau Australia (IAB) Australia, the Media Federation of Australia (MFA), this collaboration is set to accelerate the decarbonisation of the advertising and marketing sector in Australia.
Launched first in the UK in late 2020, Australia will join other regions around the world, including Aotearoa which launched its chapter last year, in harnessing the Ad Net Zero framework to help the advertising sector reduce its greenhouse gas emissions (GHGs) and support the transition to a sustainable economy.
According to the Ad Net Zero Australia website the initiative is backed by 25 foundation supporters across the industry including: Arnott’s, Big Screen Video, Benedictus Media, Dentsu, Domain, Foxtel Media, Google, GroupM, IPG Mediabrands, JCDecaux, Lion, Meta, Nestlé, News Corp Australia, Nine, NOVA, Omnicom Media Group, oOh!Media, Publicis Groupe, QMS Media, Scope3, SBS, Val Morgan Group, XR Extreme Reach, and Yahoo. It is further supported by industry bodies such as Outdoor Media Association (OMA) and the Commercial Radio & Audio (CRA).
Ad Net Zero is a five-point action plan that supports the transition to net zero emissions in an industry that estimates that 2-3% of global greenhouse gas emissions is related to advertising and marketing operations.
Action 1: Reduce Emissions From Advertising Business Operations
Action 2: Reduce emissions from advertising production
Action 3: Reduce emissions from media planning and buying
Action 4: Reduce advertising emissions through awards and from events
Action 5: Harness advertising’s power to support behaviour change.
Learn more about becoming an Ad Net Zero supporter here.