Arum Nixon. Credit: MFA
Ad Net Zero has released an updated version of its Global Media Sustainability Framework (GMSF) designed to track emissions across 95% of global media spend.
The updated framework expands coverage to include digital, TV, OOH and print, with audio and cinema guidance set to follow.
It also launched Every Brief Counts, a toolkit to help creative and strategy professionals incorporate sustainable behaviours into advertising.
Arum Nixon, Australia lead at Ad Net Zero, said the two tools would help brands make their advertising more sustainable.
"This is a key milestone for Ad Net Zero globally, with two important tools designed to support brands in making their advertising more sustainable, something that's increasingly expected by consumers and shareholders alike," said Nixon.
"The GMSF provides a common industry standard for measuring media's environmental footprint, with granular, activity-based data.
"This is becoming increasingly important for Australian businesses as new mandatory reporting requirements put greater focus on the environmental impact of their entire value chain.
"The emissions created by producing and distributing advertising are part of this picture and marketing activities can often be one of the biggest contributors. Globally, advertising contributes between 2% and 4% of all greenhouse gas emissions."
The GMSF was developed with input from industry stakeholders, and Ad Net Zero supporters around the world.
Australian supporters, including SBS, oOh!media, Val Morgan and JCDecaux, provided extensive feedback.
Sophie Madden, CEO at the Media Federation of Australia, said measuring and reducing emissions was becoming an increasing priority for Australian agencies and clients.
"Activity-based data is crucial to giving brands a clearer view of their media footprint and empowering choices that reduce emissions without compromising investment or effectiveness," said Madden.
"By creating a more consistent approach to measurement and providing practical tools, Ad Net Zero is helping our industry make better decisions at every stage.
“This rigour is critical as the advertising industry prepares for increasing expectations around emissions transparency."
Research from Kantar found ads featuring sustainable behaviours performed better on short and long-term effectiveness measures, and were more distinctive and emotionally engaging than those without.
Ad Net Zero Australia will launch two further tools in Q3: a practical guide to reducing emissions from media, and a resource to help marketing leaders align with their organisation's broader sustainability strategy.
The latter will include new data on advertising's contribution to a business's total emissions footprint.
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