The sustainability agenda – global goals to ensure the lasting protection of the planet and its natural resources - is increasingly critical for all businesses, and building a sustainability strategy is now a must for business success.
Recent research has found that 70% of agencies haven’t begun or are only at the very beginning of their journey into sustainability planning due to the lack of skills, knowledge and resources.
This is where we can help.
Previewed at the IPA Business Growth Conference 2024, the IPA Sustainability Action Group, chaired by Tom Firth, Co-Founder M&C Saatchi Life, partnered with One Planet Communications to research and document thoughts and actions of agency leaders, sustainability specialists, clients, coalitions working for change within the industry, external activist and other related membership bodies.
All the experts interviewed share the view that advertising industry leaders must move fast to keep pace with clients and respond to changing legislation and regulation. Advertisers want to work with suppliers who understand the issues and can support them in reducing risk and maximising emerging opportunities.
The full research document - Agents of change: The expert view – captures these perspectives and thinkings.
Download "Agents of change: The expert view"Agents of change: The plan
In the Plan, we have condensed best practice from the industry based on the findings and experiences of the experts we consulted.
The Plan offers practical advice from industry specialists for action. It is designed for the many agency leaders who want to support the transition to a more equitable world, but feel they are held back by a lack of knowledge and expertise.
If you’re one of those people, this toolkit is designed to help you kick-start or accelerate your journey on the road to sustainable business.
Diagnostic quiz
Not sure where you are at on your journey and need to know where in the plan you should start? Why not complete the diagnostic test for advice.
The four-step plan for sustainable action
This plan has been designed as a practical resource for agencies and brings together best practice from the industry in a four-step model.
Full glossary of tools and guides
These resources are recommended by your peers in the industry as they have found them useful.
Why building a sustainability strategy is critical to future success
Recording of the Business Growth Conference session: How creative and media agencies are approaching environmental stewardship.
The four steps for sustainable action
There are four core steps of activity that agencies need to navigate to set themselves up for future success. The below steps give you a structure to follow, and point you to a multitude of existing resources and collaborative networks that give you the advice, support and guidance you need to kick-start or accelerate your journey on the road to sustainable business. Take the diagnostic quiz if you are not quite sure where you are.
Case studies
Examples and inspiration from agencies that serve as sustainability best practice in the way they work and the work they produce.
AMV BBDO, BUPA Health
A campaign to celebrate the internal launch of Bupa’s new sustainability strategy.
Orsted
One of the only examples of a large fossil fuel company that has adopted a credible transition plan.
Authors and contributors
The IPA Sustainability Action Group
Welcoming words from Tom Firth, Chair, IPA Sustainability Action Group
Collaborators
Special thanks to everyone who contributed to the research: agency leaders and sustainability specialists, clients, coalitions working for change, and related membership bodies.
Contact
If you have any questions, comments or enquiries to the Sustainability Action Group, please get in touch with us via gabriella.young@ipa.co.uk.