Sustainability ‘the business opportunity of the future’ as Ad Net Zero releases new insights
Over 60% of Ad Net Zero supporters report achieving “stronger client and partner relationships” as a result of implementing sustainability more centrally in their business, according to research revealed earlier today at Ad Net Zero’s Leadership event.
The event, held at Havas’s offices in Kings Cross, marked five years since the launch of Ad Net Zero and highlighted the strong business case for sustainable action.
Over half (52%) of respondents reported “enhanced employee engagement or retention”, and 52% said they achieved direct cost savings or operational efficiencies by reducing emissions.
This makes the case for correlation between sustainable practices and return on investment (ROI). Speaking at the event, Matt Bourn, director of communications at the Advertising Association, reiterated this: “There is a fundamental business argument, and if you want your business to succeed, you need to lean into this now.
“It’s the business opportunity of the future, but there will be winners and losers.”
Ad Net Zero also announced a new three-tier membership structure for 2026: Supporter, Supporter+ and Accelerator.
This new approach aims to ensure that any business in the advertising ecosystem has access to a foundational resource, along with advanced leadership projects, and to seize the opportunity the sustainable economy provides.
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.”
Ad Net Zero’s five-point action plan
Ad Net Zero’s five-point Action Plan, initially implemented in November 2020, has remained central to the messaging.
The first action, which is to reduce emissions across business operations, focusing on the ROI of full-time resources, was identified in the research as successful.
86% of respondents with dedicated, full-time sustainability teams reported “stronger client or partner relationships” compared to 36% with voluntary “green teams.”
Alessandra Bellini, chair of Ad Net Zero UK, echoed this: “We only win if everyone is involved.”
The second action, to reduce emissions from advertising production, remains key within the framework and has culminated in AdGreen introducing a new feature to its “Carbon Calculator” that measures emissions generated by AI tools used in advertising workflows.
This will enable and encourage industry members to use AI responsibly while driving innovation.
AdGreen is also hosting a webinar on 4 December to provide further information on this.
Nature recovery initiative shows how performance and sustainability can work together
The third action is to reduce emissions from media planning and buying, which the introduction of The Global Media Sustainability Framework (GMSF) has played a big role in standardising a method for quantifying media emissions, the biggest part of advertising’s supply chain footprint.
It was further outlined that OOH data guidance will be available in February 2026, and an updated framework, v1.3, covering all major channels, will be announced at Cannes Lions 2026.
The fourth action is to reduce emissions through awards that recognise companies that are embedding sustainability into their work.
Reportedly, the fourth edition of the Campaign Ad Net Zero Awards saw a 26% year-on-year increase in entries, underscoring the growing emphasis on and commitment to measuring sustainability alongside commercial success.
The campaign developed by ITV, MG OMD and the Department for Energy Security and Net Zero (DESNZ) was highlighted. This campaign centred around low-carbon heat pumps and was broadcast to an audience of 3.5m and won the 2025 Campaign Ad Net Zero UK Grand Prix.
During the event, there was a clear emphasis on the role of Ad Net Zero’s “Every Brief Counts” initiative, which offers practical guidance and a toolkit for the industry in embedding sustainable behaviours into campaigns.
This forms part of the fifth action, which also spotlights the importance of sustainable storytelling and communicating it to audiences, to encourage greater eco-awareness and action.
Currently, 9,728 ads worldwide are reviewed against Ad Net Zero’s “Every Brief Counts” toolkit, and 5.3% of them demonstrate sustainable behaviour.
Kantar is working with Ad Net Zero on a new “Sustainable Behaviour Ad Tracker,” and will complete quarterly analysis on this, providing the industry with a consistent, global benchmark for implementing sustainable behaviours.
The recent developments follow five years since Ad Net Zero’s UK launch and three years since its international expansion across the US, Ireland, Europe, Australia, New Zealand, and UAE.
Ad Net Zero updates sustainability framework for emissions calculations