Have you heard the one about the strategy director who refuses to work with airline brands, or the growing pool of purpose-driven creative leaders looking to join B-Corp companies? While the industry loves to wax lyrical about the ‘war for talent’ when you look beyond the masculine hyperbole a meaningful trend is emerging; talent is increasingly looking towards brands and agencies which see themselves as part of the solution to the climate crisis.

For an industry built on the art of selling stuff, arguably stuff that consumers don’t always need, there is doubtless an inherent tension within this shift. Yet, while it's easy to be cynical about employees seeking ‘purpose’ the smarter path is arguably in embracing and recognising the fundamental shift afoot. Sustainability is fast becoming a critical factor for both employers and employees, as companies look for leaders who can help a business transition to a more sustainable model, and for talent who want to ensure the work they do is for the benefit, not the detriment of the planet. 

It is a shift that Grace Blue, the global executive search firm is embracing; becoming the first talent based business to join the advertising industry’s climate action initiative, Ad Net Zero. 

A move which comes as increasing scrutiny is being placed by both employers and employees on their respective sustainability credentials, expertise and net zero transition plans. A shift which Grace Blue Partnership believes making action to address climate change a critical factor in where and how people choose to build their careers.

To further build on this, Grace Blue has formed its own sustainability team led by Global Chair, Ian Priest, with sustainability leaders in each of its three operating regions - US (Erin Maxin), EMEA (David Nobbs) and APAC (Ayesha Desquiens).

Collaboration for change

Ad Net Zero reflects an impressive and unprecedented industry-wide collaboration and drive to reduce the carbon impact of ad operations by 2030, led by the Advertising Association, ISBA and the IPA. Grace Blue joins more than a hundred fellow supporting organisations across advertisers, agencies, media owners, production companies and industry bodies who have publicly signed up to the Ad Net Zero goals. 

Grace Blue’s sustainability team will work to educate its team clients and candidates on best practices in sustainable ad operations. Notably when it comes to the future of leadership and harnessing the skills needed to succeed in a highly competitive candidate driven market - promoting sustainable behaviour change is now seen as a core skill requirement. 

Ian Priest, Global Chair at Grace Blue, explained: “The climate crisis is a global issue which affects every aspect of our lives. We need leaders in all parts of the industry to bring about swift, long-lasting positive change to build a more sustainable way of living, transition businesses of all kinds to net zero and protect our planet.”

According to Priest, clients are increasingly asking for this expertise. He added: “Perhaps more critically, talent is demanding this of their employers and choosing where they will work based on how sustainable a business is now, and for the long-term.”

Stephen Woodford, Chief Executive, Advertising Association, added: “We need to accelerate the change in the way we work and the work we make as an industry, not just here in the UK and around the world. As such, making sustainability an essential criteria for leadership roles, now and future, will be another powerful way of achieving this. It is excellent to know we have the support of Grace Blue and its extensive network of leadership talent to help make this change happen.”