On the fifth anniversary of its launch, Ad Net Zero has announced a new initiative to make access to its membership options as wide as possible for organisations of all sizes. With three tiers of membership – Supporter, Supporter+ and Accelerator – businesses can access what they need, when they need it from foundational resources to advanced leadership projects.
The global sustainability network which now covers nearly half the world’s ad spend (49%) has also released research that underlines the positive impact sustainable actions have on business performance.
Ad Net Zero’s study has found that 62% of respondents reported achieving ‘stronger client or partner relationships’, while 52% cite ‘enhanced employee engagement or retention’. Further, 86% of respondents with dedicated, full-time sustainability teams reported better client relationships, compared to only 36% of those relying on voluntary teams.
Sustainability also benefits the bottom line, with 52% of UK supporters achieving direct cost savings or operational efficiencies.
After five years, the network’s five-point action plan remains its central framework for driving measurable change across the industry:
Action 1: Reduce emissions across business operations for cost savings and better relationships
Action 2: Reduce emissions from advertising production and measuring AI’s impact
Action 3: Reduce emissions from media planning and buying
Action 4: Reduce emissions through awards and from events, including a 26% increase in entries to the Campaign Ad Net Zero Awards YoY
Action 5: More sustainable behaviours and global accountability through new measurement standards (in association with Kantar) and Every Brief Counts.
Sebastian Munden, Global Chair, Ad Net Zero, said: “The data is undeniable: businesses leaning positively into sustainability – whether advertiser, agency, media owner, or tech platform – are gaining a competitive advantage. They are building better relationships, driving staff engagement, and realising cost benefits through efficiency and waste reduction. The data shows the green economy is growing considerably faster than the rest of the economy, and Ad Net Zero supporters are fast capitalising on this exciting new business opportunity.”
Kate Waters, Director of Client Strategy and Commercial Marketing, ITV, added: “Whether it’s through your advertising production, your choice of media distribution or the power of the advertising campaigns you can deliver to help accelerate change, the Ad Net Zero programme provides a place for sustainability knowledge to be shared, and for progress to be made.”
