This is an industry that takes sustainability seriously, that knows it matters to consumers, to our people and to those looking to join the industry.
IPA Sustainability Action Group
The group have produced a very helpful Agents of Change Toolkit designed to help agencies make a start. It includes a diagnostic quiz, a four-step plan, a glossary and tools.
IPA Webinar: Effectiveness – The New Frontier
Recording and slides of a great talk from legends such as Tom Firth, Dr. Grace Kite and Bridget Angear on:
IPA Growth Conference 2024: Why building a sustainability strategy is critical to future success
Recorded talk and downloadable slides on how creative and media agencies are approaching environmental stewardship, and an industry perspective on the path to sustainable advertising.
IPA Event: Unlocking commercial growth through sustainable innovation, December 2024
Recording of an action-orientated morning designed to provide agency leaders with the knowledge and tools needed to redefine success in a world where sustainability goes hand-in-hand with profitability.
BCorp (see below) is just one of many credible accreditations an agency can aim for. Many agencies will have ISO standards.
"Once upon a time, there was an industry that changed the world. Selling products, services and dreams to people across the face of our planet. But with little regard for the fragile, pale blue dot we all call home. But Purpose Disruptors is here to change that story.
From one of climate complacency to climate accountability. From one of unsustainable to conscious consumption. From one of extraction to regeneration. Educating and inspiring disruptors to write the next chapter of our industry. (And they have many resources, videos events etc.) To write a better future, in which advertising works in harmony with our natural world.
Like many good ideas, Purpose Disruptors started in a pub. Three like-minded climate-concerned industry insiders met to discuss the question: The better I am at my job, the worse I’m making the climate crisis, what do I do about that? We’ve built a network of 5,000 industry insiders, premiered work at COP26 and COP27, worked with organisations spanning the UN, the Big Six network agencies and the UK Government. Created award-winning campaigns reaching millions and recognised as Campaign Magazine’s Trailblazers in 2021."
This is a partnership between agencies of every size and type - media, creative, design, PR - and their clients, learning and acting together to directly address the challenge of the climate crisis by promoting sustainability via every channel available to them.
The Alliance provides an on-demand and face-to-face learning programme and community to all of its members, offering insights and expert advice at a category level on how we can adapt our work to promote more sustainable choices and behaviours.
Completing the Ad Net Zero Essentials Certificate gives learners:
Lots of different free resources, case studies and recorded webinars. Explanations around the carbon calculator and sustainable production training.
Created by agency members of the IPA Media Futures Group, the IPA Media Climate Charter provides media agencies with the tools and resources to support their transition to a zero-carbon future.
The Media Carbon Calculator calculates the carbon emissions associated with a media plan based on the media mix. It uses a range of data sources, including DEFRA electricity emissions factors and device power outputs and energy intensity to determine the carbon footprint of a media plan at channel level.
A 20-minute film of senior people from Elvis and Iris explaining about the hidden measure to date in advertising effectiveness.
Green Screen Environmental Production Platform
Since 2009 they have supported and trained the production industry to make 1000 ads, films, tv shows in sustainable best practice. They provide help for D&I. "The next generation of crew know only one way to shoot - sustainably. Graduates of the training who we’ve placed on shoots have all moved on from being a Green Steward to starting their production careers.’"
Many agencies are B Corp Accredited. To qualify, companies need to prove they have taken meaningful action across key social, environmental, and governance Impact topic areas. So not just around climate action and environmental stewardship, but including other areas such as fair work, ED&I, and human rights. This IPA webinar explains how the B Corp Standard has been updated and why; why your business should bother and what to do now. Their advice has some similarities with the work of the Conscious Advertising Network (CAN)’s guides.
World Federation of Advertisers Sustainable Marketing Community
‘We convene brands to exchange ideas and best practice, and create and curate the knowledge and resources needed to drive measurable change. We help set and challenge the global industry agenda, and catalyse national initiatives to drive the change locally, so that sustainable marketing can drive value everywhere.’
There are some useful resources such as the Sustainable Marketing 2030 report.
Good source of resources, training, and events.
21 environmental films - movie night? Lots of other knowledge on this site: e.g. best places to live to avoid climate change, books, Ted Talks, podcasts and guidelines to avoid greenwashing in marketing.
University of Cambridge Sustainability Management course
This course is very popular among mid-senior people in agencies and it does seem to be a practical way to learn how sustainability can aid the business. The course is entirely online and takes about 80-100 hours to complete over eight weeks. The learning outcomes are:
Very cerebral but gives the global picture.
A great place to find a speaker to come to your office and talk about an aspect of climate change and how to take action.