‘United in intent, approach and impact’: Out-of-home industry comes together to advance sustainability
Australia’s out-of-home (OOH) industry has united to collectively make progress on sustainability, combat greenwashing and reduce campaign emissions.
Speaking on a panel moderated by the Outdoor Media Association’s (OMA) chief executive officer, Elizabeth McIntyre, the CEOs of Australia’s largest OOH companies – JCDecaux, oOh!media and QMS – deliberated about what sustainability really means in this industry, and how out-of-home advertising can be used for good.
The chief executive of the event-hosting company, JCDecaux, reminded the audience that the environment is not the be all and end all of sustainability, but there are many aspects to having a comprehensive approach.
They include things like developing products that see commuters fulfill more sustainable lifestyles – for example recycling repositories, the development of bus shelters, etc.
“JCDecaux has spent a lot of time and effort in developing and designing highly architectural products that have also got utility,” Steve O’Connor explained.
The other aspects, O’Connor pointed out, include DE&I, making sure the business has a strong Reconciliation Action Plan, safety, and ethics.
“Conducting a business in an ethical and moral way is very key to having a responsible sustainability approach,” he said. “We have a code of ethics that everyone signs, including our suppliers, and we cascade that right through our business and supply chain.”
As the only publicly listed business in the sector, oOh!media’s chief executive, Cathy O’Connor, explained there are higher obligations for authenticity and transparency.
She described oOh!media as a “diverse business”, and said being in the public space every day gives it a responsibility to deliver against what’s required of ASX-listed businesses.
In oOh!media’s recent annual report, its sustainability strategy and plan is written out, and while O’Connor said having that can be a good way to keep the company on track, it is also constantly being innovated and updated.
“In having that ultimate destination, you do have to be quite agile and creative along the way, because there will be many thinks baked into your assumptions that are either no longer true, or new things that you learn,” she explained.
“We have a very clear set of company values. The first one is grow sustainably, so across the business from the executive leadership team to those working in the public space, everyone understands their obligation.
“And then how our strategies play out is something we celebrate. We hold ourselves accountable every day, and being listed allows us to come a long way.”
The panel also touched on QMS’ City of Sydney contract, which has a key focus on sustainability.
QMS’ chief executive, John O’Neill, described the tender process as “extreme” and said sustainability was a key part of it.
The City of Sydney has a clear vision for a green, global and connected future, according to O’Neill.
“[Sustainability] is obviously built heavily into their plans, and it was built into the tender documents we played with,” he said.
“The amount of work we’ve done with the city, it’s been eye opening. To actually see this stuff being included, in all of the tender documents we’re applying for actually, is a really critical thing.”
He added that the City of Sydney’s sustainability plans match with QMS’ broader pathway plan, which has a strong focus on Scope 2 emissions.
L-R: John O’Neill, Elizabeth McIntyre, Cathy O’Connor, Steve O’Connor
“Moving forward, this is a changing space and we’re going to learn more and more about it, the more we all open up and talk.”
The trio were joined on stage by the Assistant Minister for Climate Change and Energy, Senator the Hon. Jenny McAlister, who praised the industry for its effort thus far.
“We really value, from a government perspective, businesses that are willing to talk to us honestly and to confront shared challenges together, so I quite sincerely thank you and acknowledge you all for being in the room,” she said.
“Our best chance of making progress is putting together a broad coalition and bringing people together for change.”
McIntyre closed the event by reiterating the importance of the industry coming together, reminding the audience to “remain optimistic” about their efforts. She commended the industry for coming together, for putting aside the competition to embrace one another on a very important topic.
“We have the right people with the intelligence and passion to execute,” she said. “Our members are working in different ways, and we hope to amplify their messages.
“Out-of-home is united as an industry in our intent, our approach and our impact to advancing sustainability,” McIntyre concluded.
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