Much of the attention when it comes to the impact of business on the climate is focused on the big players, on the companies whose carbon footprint overshadows the combined efforts of many others.

But what of the smaller players? They are still, as each of us is, producing emissions that have a resulting effect on the climate change happening around the world. Each of us has a responsibility to be better.

To help the UK advertising industry respond to the climate crisis caused by CO2 emissions, the Advertising Association in partnership with the IPA and ISBA has launched an industry wide initiative Ad Net Zero.

The aim with the initiative is to encourage industry-wide action and commitment to help achieve real net zero carbon emissions from the development, production and media placement of advertising by the end of 2030.

Alongside the launch of the initiative, the Advertising Association in partnership with Credos has published a report by its Climate Action Working Group. The report estimates that total UK agency operational CO2 emissions to exceed 84,000 tonnes a year; 42% of that comes from energy usage and 58% from business travel, with the biggest single contribution coming from flights.

Keith Weed, President, Advertising Association, explains: “The Climate Emergency is the biggest challenge we will face in our lifetimes, dwarfing the current COVID-19 crisis. Action is needed now, and for the long-term, to change the impact we are all having on the planet we live on.”

Ad Net Zero channels the power of decisive, collective action to bring about long lasting and substantial change. If the ongoing coronavirus crisis has taught the industry anything, it’s that creative collaboration lifts everyone up simultaneously, pushing everyone to be better, resulting in visible behavioural change.

Individuals and companies seeking to support Ad Net Zero and make a real change to address the climate emergency should sign-up at the Ad Net Zero hub