Climate Manifesto Commits UK Ad Industry to Greener Practices

A new climate change manifesto will see U.K. agencies, intermediaries and clients bake greater sustainability into their working processes, including media buying, briefing and production. The declaration will seek to ensure that the industry plays its part in reaching the goals set out under the Paris Climate Agreement and reduce carbon emissions. Organized by voluntary industry coalition the Conscious Advertising Network (CAN), the affirmation will see 70 members organizations—which range from agencies like The7Stars and M&C Saatchi to brands like SSE and GlaxoSmithKline—commit to ensuring any content they create and the processes by which it’s made are sustainable. CAN sign-ups have also pledged to avoid creating, or funding, misinformation around the climate crisis and avoid greenwashing in ads. Failure to adhere to these commitments, created in tandem with Havas Media, 02 Virgin Media, SSE and Friends of the Earth, will result in membership being terminated. The manifesto adds to a burgeoning number of industry-wide pledges to tackle the climate crisis as advertisers and their partners take stock of their role in promoting consumerism and consumption. It also comes up as brands gear up to address growing societal concern about the impact of advertising on the environment. According to a global report published by Dentsu and Microsoft Advertising in 2021, 42% of respondents said brands should provide clear, comparable information on the footprint of their products and advertising. First steps The extensive manifesto outlines clear first steps and resources for the industry to consider throughout the working process. As a first step it asks members to sign up to cross-industry initiative “Ad Net Zero” which has been working to reduce the carbon impact of developing, producing and running U.K. advertising to real net zero by 2030. The blueprint also urges CAN members to pass the educational Carbon Literacy certification process and “look into” obtaining a B-Corp status (a stamp which tell the world your organization adheres to certain rigorous sustainability standards). When it comes to briefing, brands are being asked to be more “mindful” of climate change in internal conversations as well as ones with ad agencies and vendors: “Have you asked your agencies who their other clients are? Do you know if they work with any clients that further the interests of fossil fuels? Is sustainability a part of your procurement and RFPs?” the guidance asks. Similarly, agencies are asked to do due diligence on clients. As for production, CAN’s manifesto suggests using a carbon calculator to determine climate costs of a shoot or a project and encourages brands to work with specialist partners such as Greenshoot, which offers practical support to clients looking to reduce or offset carbon in their craft. Harriet Kingaby and Jake Dubbins, co-founder’s of CAN, said the ad industry must assess the impact of everything it does and makes, including what its media spend funds. “Advertising can have a huge role to play in changing hearts and minds about climate, defunding the disinformation economy and decarbonizing our operations, but we must act now,” they added. Another industry initiative The program is one of a growing number of cross-industry efforts to create more sustainable ways of working. Last year, the World Federation of Advertisers (WFA) unveiled its own global "Planet Pledge" with chief marketing officers. Just a few months back, it debuted landmark greenwashing advice for brands too. Since 2020, U.K. trade bodies have worked together on “Ad Net Zero” to drive collective industry action to help achieve net zero carbon emissions from the development, production and media placement of advertising by the end of 2030. Some clients are even taking matters into their own hands. Last month, Coca-Cola-owned drinks company Innocent revealed its plan to work with fellow advertisers and regulators to deliver "more consistent guidance” clients could get behind when it comes to marketing sustainability claims. The move came after Innocent itself was accused of greenwashing. Sustainability issues remain a key driver for almost one third of people who have stopped purchasing brands due to a lack of visible commitment on climate change, or worse, cause it. A 2022 study from The New Weather Institute found that public is becoming increasingly frustrated with airlines, SUVs and fossil fuel companies. 68% of people want to see more restrictions around the marketing of environmentally unfriendly products. People Are Sick of Brands Promoting Products that Harm the Planet

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Climate Manifesto Commits UK Ad Industry to Greener Media and Production Processes

The initiative was organized by the Conscious Advertising Network

Rebecca Stewart

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Rebecca Stewart