Creative agency Wavemaker UK has today (1 December) announced that GroupM’s new ‘Carbon Calculator’ and inclusive planning will be applied from next year to all plans delivered by the agency for its 100+ UK clients.
The pledge aims to drive greater awareness around the industry’s carbon impact, in order to align with a reduction-first approach to fulfil WPP’s commitment to reach net zero by 2025.
“When it feels like the world is lurching from crisis to crisis at unprecedented speed, it’s easy to default to short-term thinking and let the urgent get in the way of the important,” Wavemaker UK CEO, Kelly Parker said.
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“At Wavemaker, we believe there’s a better way to grow. Our goal is to deliver unrivalled work that moves people and has a positive impact in the world. And that means we have a responsibility to make our work work for all.
She continued: “Applying this positive impact lens to our work is not just a moral imperative, it also drives results. We’re already seeing huge paybacks for clients who’ve championed inclusive planning or invested in our eco-effectiveness model to minimise carbon impact without compromising sales. We hope that by making them the default standard, we make it easier for our clients to play their part.”
It is hoped that through this industry-first move, it will become easier for the industry as a whole not to overlook diverse communities, nor contribute to the climate crisis.
