2.7 Sustainability

Question 1

Does Advertising have much impact on CO2 emissions and the environment?

Answer 1

Advertising has an astonishing impact on CO2 emissions and the environment, from the placement and running of media to the excess and waste that come from production.

Question 2

The average IPA agency produces …..K tonnes of CO2 from its business practices (for reference, an average African elephant can weigh up to seven tonnes).

Answer 2

The average IPA agency produces 84K tonnes of CO2 from its business practices (for reference, an average African elephant can weigh up to seven tonnes).

Question 3

Arguably the most pressing issue of our time is climate change. Over-consumption is a driver of this. So should we get rid of advertising?

Answer 3

No - we cannot negate the impact of positive communications on changing hearts and minds and affecting real action on a global scale. Advertising has been around for so long because it is effective. It can help shape attitudes and certainly change behaviour.

Question 4

Which country has the largest advertising industry in Europe?

Answer 4

The UK is Europe’s largest advertising industry

Question 5

Ad Net Zero was launched in late 2020 to ensure what?

Answer 5

Ad Net Zero was launched in late 2020 to ensure that , as an industry, we achieve real net-zero carbon emissions by 2030.

Question 6

As Europe’s largest advertising industry, the UK can and should lead the way in transforming our industry’s impact. Ad Net Zero was launched in late 2020 to ensure that, as an industry, we achieve real net-zero carbon emissions by 2030. The reasons this needs to happen are manifold. List 3 of them

Answer 6

1. Firstly, it’s important to consumers and to clients, with many setting ambitious goals throughout their supply chains.
2. It is also important to existing and potential new talent - people want to work in an industry that is contributing to a brighter future.
3. The industry prides itself on being future-facing so should show leadership in this space.

Question 7

Ad Net Zero has 5 key action points. List them

Answer 7

1. Advertising businesses’ own operations
2. Advertising production
3. Media buying and planning
4. Awards and Events
5. Using advertising’s positive influence

Question 8

How much is the average agency’s carbon footprint?

Answer 8

The average agency’s carbon footprint is 3.4 tonnes of CO2e per head.

Question 9

The average agency’s carbon footprint is 3.4 tonnes of CO2e per head. What makes this up?

Answer 9

Around 60% of this comes from business travel, with the remaining from office energy use.

Question 10

How can agencies reduce their emissions?

Answer 10

• Measurement is important and reduces these emissions.
• The easiest changes to make here are to reduce travel where possible and make greener choices within your buildings and offices.
• Offsetting can be deployed to cover what can’t be reduced or removed.

Question 11

t/f: creating adverts can be a carbon-intensive process, primarily from location shoots and complex supply chains

Answer 11

true

Question 12

It’s estimated that an intrnation location should could generate how much CO2e?
.

Answer 12

Measurement is difficult here, but it’s estimated that an international location shoot could generate over 100 tonnes of CO2e

Question 13

What are the actions to reduce the CO2 impact of advertising production?

Answer 13

Actions are to reduce this or switch to renewable/low-impact energy sources where possible.

Question 14

What is AdGreen?

Answer 14

AdGreen is an offshoot of Ad Net Zero which will look to develop measurement tools, a carbon-offset scheme and specialist training to allow for reach change within production

Question 15

Media buying and planning

Answer 15

IPA’s Media Futures Group’s Climate Charter for media agencies.
Development of a climate calculator for better media buying and planning.
Inclusion of climate reporting and off-setting in agency offerings.
Media owners transitioning to renewable energy to reduce carbon impact

Question 16

The Campaign Ad Net Zero Awards launched this year for what?

Answer 16

Campaign Ad Net Zero Awards introduced to acknowledge sustainability efforts.
Awards cover various categories like green media planning and business transformation.
Emphasis on low carbon impact in work creation and placement.
Aims to inspire brands to engage in world-changing initiatives.

Question 17

Using advertising’s positive influence

Answer 17

Ad Net Zero wants brands to put climate action at the heart of their work to help change consumer behaviour. This can be achieved by either working with the government to shape legislation or taking a more sustainable approach to their business and marketing approach to reduce the human impact on the environment. Our industry excels and is sharing messages with millions of people a day.

Question 18

t/f: Consumers don’t care about a brand’s sustainability credentials

Answer 18

false: Consumers increasingly care about a brand’s sustainability credentials

Question 19

… percent of consumers feel that businesses are better placed to make significant changes to sustainability and social factors than governments alone, with …% of respondents frustrated with the lack of progress that brands have made. Whichever way you look at it, it’s a priority for brands to get consumers on their side.

Answer 19

Forty-five percent of consumers feel that businesses are better placed to make significant changes to sustainability and social factors than governments alone, with 78% of respondents frustrated with the lack of progress that brands have made. Whichever way you look at it, it’s a priority for brands to get consumers on their side.

Question 20

Walking the Walk

Answer 20

Brands should align their communications with sustainable practices.
Example: Volkswagen used special paint on outdoor ads to reduce air pollution.
Such actions enhance brand image and demonstrate commitment to change.

Question 21

Brands can change their business practices and alter their products to be more sustainable, but it’s most impactful when they live these practices through their communications too. How did Volkswagen do this?

Answer 21

Volkswagen started to manufacture their ID.3 using 100% renewable electricity and had plans to recycle their batteries, but with their media, they went one further.

They deployed a special paint across their large outdoor formats, which absorbed air pollution and reduced the release of dangerous chemicals from cars which used fossil fuels.

Question 22

Greenwashing

Answer 22

Campaigns promoting a green message but not considering their impact have fallen foul of consumers’ opinions, and the work has been accused of greenwashing.

Question 23

Campaigns promoting a green message but not considering their impact have fallen foul of consumers’ opinions, and the work has been accused of greenwashing. Why did Ryanair com under fire from the Advertising Standards Authority (ASA) ?

Answer 23

Ryanair came under fire from the Advertising Standards Authority (ASA) for misleading consumers, as air travel is an inherently high emissions industry.

Question 24

What are the most succssful campaigns in terms of sustainability?

Answer 24

The most successful campaigns will work over the long term to promote an environmental message and won’t over-claim their impact.

Question 25

Marketers have the right skill set to effect change in Sustainability - how so?

Answer 25

The work we create over the course of our careers can inspire positive change in consumers and help deliver a mindset shift in the wider population.

All those small acts towards a sustainable and lower-impact economy will be fundamental in helping us achieve the limits on climate change.

Question 26

Spotlight on Ad Net Zero 2022 results

Answer 26

• Overall 59 entries were shortlisted across 18 categories from organisations across the whole industry, including advertisers, agencies, media owners and tech companies. Hellmann’s and its media agency, Mindshare, won two awards, including the coveted Campaign of the Year for Cook Clever, Waste Less.
  The advertiser-funded TV series showcases how to turn leftover food into new, appetising dishes that use the mayonnaise brand.
• Other winners include Levi’s and OMD EMEA for “Buy Better, Wear Longer”, Tesco and Mediacom for the Tesco media carbon calculator and the Central Office for Public Interest and AMV BBDO for AddressPollution.org.

Question 27

What initiative aims to achieve net-zero carbon emissions by 2030 in the advertising industry?

Answer 27

Ad Net Zero

Question 28

How can advertising agencies reduce their carbon emissions according to the text?

Answer 28

Limit business travel and make eco-friendly office choices

Question 29

What term is used to describe campaigns that promote a green message without considering their impact

Answer 29

Greenwashing