AANA, ACA, IAB, and MFA unite to launch Ad Net Zero Australian Chapter
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The AANA, ACA, IAB, and MFA have launched the Australian Chapter of Ad Net Zero, with ambition to foster the behavioural change that is necessary for the country to transition to a sustainable future.
Building on the work that has been done across the industry over the past few years to transition to net zero, the associations – the Australian Association of National Advertisers (AANA), Advertising Council Australia (ACA), Interactive Advertising Bureau Australia (IAB), and the Media Federation of Australia (MFA) – hopes to brings the industry together and have a real impact under the global Ad Net Zero banner.
The Australian Chapter launch marks a milestone in the global effort, as Ad Net Zero now operates in territories that collectively represent 50% of the world’s ad spend. The launch follows the establishment of chapters in the UK, US, Ireland, and New Zealand, among others.
First launched in the UK in 2020, Ad Net Zero is a global industry alliance and action plan aimed at reducing the carbon impact of developing, producing, and running advertising to net zero. The initiative was developed to complement and accelerate corporate action by developing and supporting industry-level solutions, such as the much-anticipated Ad Net Zero global media sustainable framework launched at the Cannes Lions International Festival of Creativity in June.
“Sustainability is no longer a peripheral issue for brands,” said Josh Faulks, CEO of AANA.
“It has been a priority for AANA’s members for some time. Building on all that good work, now is the optimal time for the advertising and marketing industry to come together to drive meaningful change that helps all of us transition to a more sustainable future.”
MFA’s CEO, Sophie Madden, added: “After much discussion and collaboration, it’s exciting to be launching Ad Net Zero in Australia. Sustainability is an important driver for MFA members, with many agencies taking their own steps towards the goal of decarbonisation.
“By coming together for sector wide collaboration with a shared vision for the future, we can amplify our impact and apply globally developed principles and frameworks to the local marketing, media and advertising landscape to make a difference.”
The initiative has been backed by 25 foundation supporters across all aspects of the industry: Arnott’s, Big Screen Video, Benedictus Media, Dentsu, Domain, Foxtel Media, Google, GroupM, IPG Mediabrands, JCDecaux, Lion, Meta, Nestlé, News Corp Australia, Nine, NOVA, Omnicom Media Group, oOh!Media, Publicis Groupe, QMS Media, Scope3, SBS, Val Morgan Group, XR Extreme Reach, and Yahoo.
It has also been supported by other industry bodies including the Outdoor Media Association (OMA) and Commercial Radio & Audio (CRA).
Tony Hale, CEO of ACA, said: “ACA has been working with our members for over two years to introduce the Ad Net Zero framework. Our dedicated E&S Committee has done a terrific job in educating and encouraging members to adopt the 5-step action plan to reduce their emissions.
“The only way we can effectively make meaningful change is to adopt a whole-of-industry approach. ACA is delighted to be working alongside the AANA, IAB and the MFA as signatories to the Australian Chapter of Ad Net Zero. This is a significant industry milestone.”
IAB Australia’s CEO, Gai Le Roy, added: “Our industry is uniquely positioned to play a pivotal role in tackling the climate crisis – not only by reducing our own environmental footprint, but also leading the shift towards sustainable behaviours from businesses and consumers. The global frameworks and initiatives from Ad Net Zero combined with a strong local chapter will ensure that the industry can move forward in a collaborate and impactful way.”
The Australian market will be pressured to do better and create real change through a 5-point action plan: reduce emissions from advertising business operations; reduce emissions from advertising production; reduce emissions from media planning and buying; reduce advertising emissions through awards and from events; and harness advertising’s power to influence culture and drive positive change.
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