Ad Net Zero has introduced new strict science-based targets for brands who join their mission – including new supporters, Amazon, L’Oreal and Indeed.
The initiative, which forms the advertising sector’s response to the climate emergency, now requires businesses to commit to tangible science-based goals – such as the UN Race to Zero, the Science Based Target initiative, The Climate Pledge and other comparable commitments.
These targets, which can be seen as a bid to tackle greenwashing, will need to be created within 12 months if not already established. Guidance, resources and an analysis of the industry’s path to net zero based on reported targets are all available from Ad Net Zero’s website.
The move marks the first anniversary of the initiative’s international rollout, and coincides with Ad Net Zero now operating in territories representing 45% of global ad spend.
The initiative, which also partnered with Adform last month, currently has supporters that include big brand names such as Unilever Meta, Google, Zerf, Reckitt, Sky, Tesco, and CNN.
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Ad Net Zero chair, Sebastian Munden, said: ” Science-based targets in line with the latest climate understanding are now mandatory for Ad Net Zero supporters. We are aligning everyone’s strong intent with the best practices of target-setting and reporting and asking for those to be made public.
“We are calling on everyone in the industry to close the gap between intent and action. Companies up and down the advertising supply chain must use their influence to accelerate the removal of emissions and the promotion of the net zero economy.”
The former Unilever UK and Ireland CEO added: “The urgency of this cannot be understated and we need to achieve material progress in the next couple of years. Joining in with our action plan can help businesses do that.”
Ad Net Zero is currently running a special area in the Act Responsible Hall during Cannes Lion Week, 19-23 June.
It follows the move by Cannes to include a sustainability question in this year’s award entries – and to reduce overall emissions from the event.
