Advertisers, media owners, production and advertising agencies collaborate towards a shared low-carbon vision for the industry.

Ad Net Zero Aotearoa has released an Industry Roadmap that details a transition plan to support the decarbonisation of the creation, production and running of advertising in New Zealand. The roadmap presents a short-term 2030 and long-term 2050 vision for the industry and outlines an approach to accelerate decarbonisation in five key areas of emissions – operational, production, media, awards and events, and behavioural influence.

The roadmap’s ambitions were informed by more than 60 participants convened from Ad Net Zero’s 45+ industry Supporters.

“With 2-3% of global greenhouse gas emissions* estimated to be related to Advertising and Marketing operations, decarbonising the industry is essential to the aims of limiting global temperature rise to 1.5°C.” said Simon Lendrum, CEO, Comms Council.“ This roadmap clearly outlines the long-term ambitions of Ad Net Zero, and the key initiatives that will drive our industry’s efforts to reach net zero by 2050.”

While the full report details specific actions for each emissions area, several overarching themes include:

· The need for high-quality data that is readily available from standardised, universally adopted methodologies that people understand;

· The importance of clear reference points for responsible sustainability claims and Advertisers who recognise the dangers of misrepresenting their current state;

· A commitment from Supporters to create an annual emissions inventory and Science Based emissions reduction target; and

· The need for education across the industry to ensure that it attracts and retains talent that is educated and excited about delivering sustainable outcomes.

Ad Net Zero will continue to engage with industry through its bi-monthly Supporter Working Groups to collaborate and further the initiatives outlined in the Industry Roadmap.

Any organisations interested in partnering with Ad Net Zero should contact adnetzero@commscouncil.nz.

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