Dive Brief:

• Ad Net Zero supporters, both in the U.S. and internationally, will now be required to set a public science-based net zero target by the climate action organization, according to a press release.
• Partners will have 12 months to set targets, with several options to do so. Partners can choose the UN Race to Zero, The Climate Pledge or other compatible alternatives. Progress must now be measured and reported annually, and Ad Net Zero will provide support to brands in setting, measuring and reporting goals.
• Since its expansion to the U.S. in February, Ad Net Zero has doubled in partners. Recent additions to its global support team include Amazon Ads, Indeed and L'Oréal, with a New Zealand branch set to launch in August. Currently, the initiative operates in regions that represent 45% of the world’s ad market as defined by spending.

Dive Insight:

Ad Net Zero is requiring its partners to commit to actionable, measurable climate goals. Since the initiative’s U.S. launch, it has seen massive uptake, with many marketers pledging themselves to greener advertising. As Ad Net Zero picks up steam globally, measurable progress will help to drive the movement further and push partners from words into action.

“Companies up and down the advertising supply chain must use their influence to accelerate the removal of emissions and the promotion of the net zero economy,” said Sebastian Munden, chair of Ad Net Zero, in a statement. “The urgency of this cannot be understated. Joining in with our action plan can help businesses do that.”

To complement the new guidelines, the initiative published a Quick Action Guide on Thursday in partnership with the World Federation of Advertisers and Global Alliance for Responsible Media. The guide is designed for marketers to consider how to reduce the environmental impact of media campaigns and operations. The trio is also looking to develop a standard framework for measuring the carbon emissions of media campaigns, with a target of wider industry consultation by the end of the year.

Ad Net Zero went global in June of 2022 after it received the support of several major marketing organizations, including Dentsu, Omnicom and Havas, among others. The initiative was started in the U.K. in 2020, with the initial goal of cutting the country’s advertising carbon emissions to net zero by 2030. It is based on a five-step action plan, which includes reducing emissions in a number of areas, awarding those who do so and supporting behavioral change. For its initial expansion, the initiative focused on the U.S. and the European Union.

The latest announcement by the organization arrives as Ad Net Zero seeks to demonstrate its success at Cannes Lions. The organization is running a space in the Act Responsible Hall showcasing decarbonization efforts and promoting sustainability across multiple areas, such as products, services and behaviors. Content was sourced from a recent showcase and global summit, as well as from more than 60 partners.

Environmental issues have become of increased importance to consumers, with 73% of Gen Z consumers saying they are willing to spend more on a sustainable product. However, “greenwashing,” the actual or perceived idea that brands are only making environmental claims to boost revenue without taking actionable steps, can kill an environmental-based campaign. Publicly reported goals may be one way of preventing such backlash.