Net Zero Marketing: A Guideline to Making the Marketing Value Chain Sustainable

While sustainability used to be a matter of concern for the marketing department, it is now a boardroom topic that bleeds into a company’s targets and reporting. We’re on a journey of shared responsibility to cut emissions—this also goes for the marketing and advertising industry, which has a relatively large carbon footprint. Building the net-zero future requires a deep and thorough transformation of the marketing value chain, and many of the foundational blocks are already there. In this report preview, we will discuss the environmental impact of advertising and marketing and why, as such, acting on sustainability goals within our industry is absolutely necessary.

Rather than seeing this as a call for less advertising, brands should understand this as a push to do better: streamline ESG targets, optimize assets and tighten auditing and reporting processes. We have the opportunity to achieve more with less—benefitting clients, customers and our climate along the way.