How advertising can support a better future

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Sustainable Advertising is a manifesto for the world’s advertising industry – a case for change globally, to change the way we work and to change the work we make.

Born from Ad Net Zero’s single-minded ambition – to make every ad a sustainable ad – Sustainable Advertising, to be published by Kogan Page on March 3, 2024, arms the industry with the expertise needed to make every ad sustainable: from the way it is made, and the way it is distributed, to the very product, service and behaviour it promotes.

This groundbreaking book delves into the insights and tools across the industry in a global effort to decarbonise rapidly and help support a sustainable future. With best-in-class case studies and practical guidance, Bourn and Munden outline the key steps that agencies, brands, media owners, tech platforms, and individuals can take to reduce their environmental impact.

ABOUT THE AUTHORS

A portrait of Matt Bourn
Matt Bourn
Director of Communications for the Advertising Association

Based in London, UK, Matt helps to steer the industry’s work around Climate Action, including the formation of Ad Net Zero. With 25 years’ experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony.

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A portrait of Sebastian Munden
Sebastian Munden
Strategy and communications adviser

Based in London, UK, Sebastian is also Chair of WRAP (The Waste & Resources Action Programme) and has been Chair of Ad Net Zero since its inception. He worked at Unilever for 30+ years applying the principles of business as a force for good to create value for all stakeholders, lastly as CEO of the UK and Ireland business.

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FROM the experts

5 star review
Our industry has long prided itself on driving instrumental change and there has never been a moment in our history where this has been more relevant or needed. Sustainability is complex and nuanced, which is why ‘Sustainable Advertising’ is such an essential text for the Advertising industry today. If you have ever asked yourself where to begin in the quest to create a more sustainable tomorrow, this book is without a doubt where you should start.
Dame Annette King DBE
Global Lead, Marketing, Accenture Song, and Chair, Advertising Association
5 star review
Advertising has a powerful influence on how people behave and this is as relevant to climate action as it is to consumer trends. This book tells us everything we need to know to make climate action happen.
Dame Carolyn McCall DBE
Chief Executive, ITV
5 star review
The power of advertising is in its potential to change minds and change the way we live. This paradigm-shifting book demonstrates how that potential can now be harnessed for the better, to change our behaviour and lifestyles before it is too late, so that we can make the greatest change imaginable - to change to save the planet. To transform our economies to become sustainable for the future, the use of the advertising medium is the ultimate message - and this is the ultimate and indispensable guide on how to deliver the message and the change we all need to embark on.
Rt Hon Chris Skidmore OBE
former U.K. Energy and Clean Growth Minister and Chair, the Independent Net Zero Review

SUSTAINABLE ADVERTISING MANIFESTO

It’s no secret the advertising industry has been blamed for promoting unsustainable consumption over the years, but that must change. Sustainable Advertising is here to equip advertising and marketing professionals with the expertise they need to take positive action and support a better, more sustainable future. This is a manifesto for the world’s advertising industry – a case for change globally, to change the way we work and to change the work we make.

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SUSTAINABLE ADVERTISING Checklist

Research shows many people working in advertising are worried about the impact of their work on the environment. But we can improve the industry’s impact by embedding sustainable practices at the heart of everything we do. It doesn’t matter who you are, or where you sit, you can do something to help build a better future now. Start today.

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SUSTAINABLE ADVERTISING WATCHLIST

The Sustainable Advertising book features a range of ads to prompt discussion and more positive action. You can see some of them here or view them all on our YouTube playlist. If you’ve seen, or created, work that you think deserves to be added to a future Sustainable Advertising list, email Matt Bourn at matt.bourn@adassoc.org.uk

See the full list on YouTube