GARM, Ad Net Zero Release Action Plan for Sustainable Media

The new roadmap represents a step toward standardization

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The Global Alliance for Responsible Media (GARM) and Ad Net Zero have unveiled a new plan for addressing media’s climate impact: The GARM Sustainability Action Guide to Reduce Media Greenhouse Gas Emissions.

While the framework stops short of defining specific standards and common tools for measurement, it’s a step toward a standardized methodology for media decarbonization.

“Media leaders hold the power to make an impact for the climate and there is plenty they can do now, working with their colleagues in procurement and sustainability to ensure the media function can deliver real impact on direct emissions,” Rob Rakowitz, GARM initiative lead, said in a statement after the plan was revealed at the Cannes Lions festival.

“We have much work to do to deliver real transformation across marketing including looking at common definitions, common metrics, shared tools and independent verification, but this guide is a meaningful starting point and highlights current best practice.”



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