Arum Nixon.
Ad Net Zero’s Arum Nixon reflects on the key lessons from Climate Action Week and what it will take to achieve real progress.
If last week’s sessions across Climate Action Week proved anything, it’s that tackling environmental impact in advertising comes down to practical actions that anyone in the industry can take. Through the conversations sparked by Ad Net Zero’s supporters, a clear playbook emerged: better storytelling, better measurement, smarter decisions and stronger collaboration. None of it is theoretical. All of it is achievable.
Positive stories unlock action
Too often, environmental messaging leans heavily on fear: apocalyptic imagery, a planet on fire, dying coral reefs.
There’s a role for urgency, but constant gloomy narratives can backfire. As actor and environmental educator Tessa de Josselin pointed out in her session Connecting to Nature, this type of storytelling triggers our bodies to release cortisol – the stress hormone. In small doses it can be motivating, but too much leaves people feeling defensive, helpless, and inclined to disengage altogether.
Positive storytelling works differently. When we craft stories that connect people to the natural world in a positive way, the effect on human brains is to release dopamine, oxytocin and endorphins – chemicals linked to motivation, empathy and connection.
That matters for brands. The data consistently shows the majority of Australians want more action on climate change and expect brands to step up. Purposefully bringing nature into their storytelling offers brands a powerful opportunity to meet this expectation and inspire real change.
If you’re not measuring impact, you’re not managing it
A consistent theme across all events was the critical role of data in reducing emissions across advertising’s supply chain.
In the Corporate Decarbonisation Showcase, SBS’s sustainability lead Abigail Thomas highlighted how robust measurement enabled the broadcaster to set targets, guide progress and bring the entire organisation along on the journey.
This will only become more important. From this year, legislation requires all large organisations to report on their emissions, with a phased roll-out to most Australian businesses. That turns sustainability into a business-critical issue tied to reputation, transparency and access to finance.
Data can also unlock unexpected insights, as highlighted by Dentsu’s Brett Colliver who shared his work alongside SeaCleaners to quantify the impact of litter pollution on brand perception – and in turn build a compelling commercial case for investing in solutions.
Sustainability doesn’t have to cost more
A common assumption when organisations begin examining the environmental impact of their supply chain is that sustainability comes with higher costs.
In reality, the opposite is often true. In Lion’s session The Sustainable Event Playbook, the panel highlighted the cost and emissions efficiency from right-sizing an event and significantly reducing waste – such as the simple step of asking attendees what they want in advance.
Even where upfront costs are higher, the long-term economics often tell a different story. This was illustrated in SBS’s session, The Path to Planet-Positive Production, which highlighted how shifting to hybrid or electric vehicles for production reduced fuel costs over time while lowering emissions. Similarly, higher-quality event builds and equipment can be reused repeatedly, lowering the lifetime cost and environmental impact.
Real progress requires industry-wide collaboration
Finally, a theme across all sessions was the critical role of collaboration to achieve meaningful change.
Advertising operates through a vast and interconnected supply chain – from content production and media delivery to events and the impact of the stories we tell. Real progress depends on collaborations across that ecosystem.
That starts with open conversations. Ask questions of suppliers and partners. Make it clear that environmental impact matters to your organisation. Work together to identify practical steps that can reduce emissions or waste, even if those steps are small to begin with.
The same principle applies internally. As highlighted by NITV GM Dan Bourchier, sustainability cannot sit solely with a ‘green team’. It needs to be embedded into leadership discussion and considered across every part of the business.
What climate actions should we take next?
Climate Action Week 2026’s theme ‘Change Happens Locally’ is a useful reminder that progress rarely begins with sweeping industry transformation. It starts with individuals and organisations taking a first step.
Three practical actions stand out:
- Start the conversation with your partners and suppliers. Let them know this matters to your organisation and explore opportunities to work together on solutions.
- Find data to quantify your impact and identify where reductions are possible. There are plenty of industry tools, datasets and frameworks to draw on.
- Consider how you might reframe your message for maximum impact. Positive storytelling that connects people to nature can be far more powerful than messages rooted purely in fear.
Every meaningful shift has to start somewhere. What action are you going to take?
Arum Nixon leads Ad Net Zero in Australia