State of the Industry Report adds transparency and rigour to Ad Net Zero

In August 2023, the Advertising Industry announced their collective response to the climate crisis, with the establishment of Ad Net Zero New Zealand.

Shortly following launch, Supporters published a decarbonisation roadmap detailing the programme’s ambitions and initiatives. The programme recognised that a credible commitment to the decarbonisation journey also requires accountability.

The State of the Industry report, out today, complements the Industry Roadmap by adding another layer of transparency and rigour to the programme’s ambitions. It sets a baseline of where the industry is today, so that it can track progress against the roadmap year over year.

“The State of the Industry Report is critical to measuring success of the Ad Net Zero initiative, telling the story of our Industry’s efforts, and offering foundational data from which individual organisations can benchmark themselves against,” says Jennifer Gunn, Head of Sustainability at the Comms Council and leader of the Ad Net Zero Initiative.

Findings shared within the report were collected via an online survey between March-April 2024, with a 95% contribution rate from Agency Supporters.

“One of the findings I found most interesting is that 76% of Sustainability programmes in our Industry are less than 4 years old, with 27% having just launched within the last year,” comments Gunn.

“Not all industries get the opportunity to streamline their response to the climate crisis by ensuring that measurement and approach have scalable efficiencies. Collaboration is at the heart of Ad Net Zero, and we get to learn and finesses our efforts together.”

The report shares what is known today about the GHG emission impacts of the advertising process. It also shares rates of industry adoption within five key activities that make up a successful carbon reduction programme and can be used by organisations to support internal benchmarking activities and guide where to take their initiatives next.

Download the report here.

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