Ad Net Zero, the advertising industry’s response to the climate crisis, formed two years ago in the UK by the Advertising Association, IPA and ISBA, has launched an updated training programme and published a refreshed guide, freely available as it marks the first day of its Global Summit. The two-day event features 66 speakers from across the world in 28 sessions, with every second of the programme focused on helping advertising and marketing services professionals take practical action and help tackle climate change.
The Ad Net Zero training (Essential Certificate) is available in two forms – an updated version for UK advertising practitioners and a new international version to help professionals around the world, including information on the global rules and regulations to correctly promote environmental claims and avoid greenwashing. The Ad Net Zero training initially launched in the UK and more than 1,000 people have enrolled in the training from 137 companies across the advertising ecosystem, including M&C Saatchi and Meta, both of which have trained large groups of their employees.
Seb Munden, Chair of Ad Net Zero and former General Manager, Unilever UK & Ireland, said: “Every person in the advertising industry can take effective action in their role to help tackle climate change and build a net zero economy – we just need to be clear what those all important actions are. The Ad Net Zero training means any industry professional, worldwide, can now develop their expertise in sustainable advertising practices. The guide provides the latest sustainability know-how for businesses to begin their journey on measuring and reducing their carbon emissions. I encourage everyone in our industry from brands through to agency teams, from media owner sales teams to ad tech providers, to engage with these as urgent and mission-critical.”
Joanna Yarrow, Life Founding Partner, M&C Saatchi said: “The Ad Net Zero training has been an invaluable tool in educating and inspiring our teams across all departments. Awareness of climate change keeps growing, becoming a key consideration for both our Group’s internal sustainability goals and those of our clients. This training has helped educate our staff on what climate change is, what we can individually do and how we can help clients be more sustainable in their communications strategy and production. It has sparked interesting debates and briefs and we hope to grow the training globally as a key tool in helping our industry shape a positive future for people and planet!”
Isabelle Quevilly, Director of Creative Shop UK, Meta added: “This year, we rolled-out Ad Net Zero training to our Creative Shop team across EMEA. It’s essential to empower our creative strategists in leading sustainability-related conversations with brands, production partners and media agencies. The training is a step forward for our industry to enable a consistent approach to reducing emissions across the advertising process. Understanding tools like Change The Brief, Eco-effectiveness measurement, as well as resources on how to avoid greenwashing are particularly useful to creatives strategists focused on net zero campaigns. I’m excited to see the impact on both society and business that will come from the broader adoption of Ad Net Zero.”
About the Ad Net Zero Training
Through five to eight hours of learning, the training is divided into five modules – Climate Fundamentals; Ad Net Zero; Changing the Way We Work; Sustainable Behaviour Change; and Understanding the Rules and Regulations Around Greenwashing in Advertising – and is aimed at empowering professionals in the advertising and marketing industries with the knowledge and practical skills to take positive action. The course offers a combination of data and research, real-world insights from industry leaders, examples of best practice work, interactive activities, and practical tips to implement in day-to-day work.
UK and international versions of the training are available from today on the IPA’s globally recognised CPD platform. The cost is set at £60 for Ad Net Zero Supporters and £120 for everyone else. Sign up here.
About the Ad Net Zero Guide
The Ad Net Zero Guide has been refreshed to help answer any questions industry professionals and companies have as they work shift their businesses to a more sustainable footing.
The guide’s purpose is to help simplify the complex topic of climate action for any advertising business looking to measure and reduce their operational carbon emissions. The updated version draws insights and tips from the Ad Net Zero supporter base to help advertising and marketing professionals address any practical questions they have, with the aim of encouraging systemic change within our industry. The guide includes a 10-point plan – from looking at establishing a ‘Green team’ to exploring how to reduce energy usage and business travel or setting Science-Based Targets. It also explains how becoming an Ad Net Zero supporter can accelerate our industry’s journey to net zero. You can download our updated guide here.
