Research undertaken among Ad Net Zero‘s supporter base indicates that 62% have reported ‘stronger client or partner relationships’ as a result of implementing sustainable practices, while 52% cite ‘enhanced employee engagement or retention’.
Ad Net Zero revealed the figures to mark five years since its launch, and three years since its expansion across seven international chapters, in the US, Ireland, Europe, Australia, New Zealand, and UAE.
‘Competitive advantage’
“The data is undeniable: businesses leaning positively into sustainability – whether advertiser, agency, media owner, or tech platform – are gaining a competitive advantage,” commented Sebastian Munden, global chair, Ad Net Zero.
“They are building better relationships, driving staff engagement, and realising cost benefits through efficiency and waste reduction. The data shows the green economy is growing considerably faster than the rest of the economy, and Ad Net Zero supporters are fast capitalising on this exciting new business opportunity.”
Ad Net Zero announce that it is introducing a new membership structure for 2026, under three tiers – Supporter, Supporter+, and Accelerator – ensuring that businesses in the advertising ecosystem can access information tailored to their needs.
Action plan
It will also continue to base its work around its five-point action plan, which incudes the following actions:
- Reduce emissions across business operations: the roi of full-time resource
- Reduce emissions from advertising production: tackling AI’s carbon footprint
- Reduce emissions from media planning and buying: establishing a global standard
- Reduce emissions through awards and from events: embedding sustainability in creative excellence
- Encourage more sustainable behaviours: new global accountability
According to Kate Waters, director of client strategy and Commercial Marketing, ITV, and a longstanding supporter of Ad Net Zero since its launch, “The commercial reasons for all those working in advertising to lean into sustainability are becoming ever clearer.
“Whether it’s through your advertising production, your choice of media distribution or the power of the advertising campaigns you can deliver to help accelerate change, the Ad Net Zero programme provides a place for sustainability knowledge to be shared, and for progress to be made.” Read more here.
