How do you solve a problem like the climate crisis? Unprecedented collaboration, continual effort and education. These are the three guiding principles which underpin the work of Ad Net Zero, the advertising industry’s initiative to reach net zero from ad operations by the end of 2030 and harness the power of the advertising industry to create positive change. 

With this positive change in mind, Ad Net Zero is launching its second Global Summit, which will take place on the 9th and 10th of November and broadcast from Park Village in London to an international audience. Ad Net Zero supporters will also be able to attend in person.

This follows the inaugural Ad Net Zero Global Summit, broadcasted live from STV in Glasgow during COP26, which brought together more than 2,000 advertising professionals from around the world with the objective of accelerating positive action in advertising’s response to the climate crisis.  

Collaboration for change

The summit comes at a key moment for Ad Net Zero, as it marks the initiative’s second year of progress and follows the international rollout of the initiative, revealed at Cannes Lions. 

Ad Net Zero, which was launched in the UK by the AA, IPA and ISBA, now counts over 100 advertisers, agencies, commercial media owners and production companies in its UK supporter base and the first international chapter in Ireland. The Global Group also comprises ten of advertising’s biggest commercial companies and ten of its largest trade associations. In addition, in a reflection of the growing importance of taking a progressive approach to the climate crisis to attract and retain the best talent, last month global executive search firm Grace Blue Partnership signed up to join. 

The second summit will also celebrate the first winners of the Campaign Ad Net Zero Awards which are announced in early November. The Awards have been launched in partnership with Campaign to celebrate the advertising industry’s best work in helping to build a net zero economy.  

The Summit programme will include updates on carbon measurement for all aspects of ad operations, a new certification standard, updated training for advertising professionals, a review of the latest rules and regulations around environmental claims as well as case studies and learnings designed to accelerate change. 

Sebastian Munden, Chair of Ad Net Zero and recent EVP & General Manager, Unilever UK & Ireland, explained: “The climate crisis is a complex global challenge, requiring positive action from everyone who works in advertising. “

He continued: “The Summit, growing from our first ever in Glasgow last year, will review the progress we are making since then. Everybody is invited and content will cover different sectors and different action areas. We will share learning and best practice, providing practical tips on changes we can all make in the way we work and the work we make."

Tackling the climate crisis has brought with it a need for unprecedented transparency and collaboration across the industry. To this end, WPP is working to develop the technology and standards that can be used to measure and reduce emissions from advertising globally. Further to this, GroupM is introducing a global framework to measure and reduce ad-based carbon emissions. 

Munden added: "This move by GroupM is hugely welcome, and a very timely development."