Dentsu has partnered with ethical media and intelligence company GoodNet to launch a new Ethical Media Index (EMI) in the UK.
It comes after Dentsu research found that almost 80% of marketers believed that in a world where economic volatility is accelerated and exacerbated by climate volatility, there is no longer any difference between what is good for society and what is good for business.
However, the study also identified that there are barriers across education, standards and resources that are needed to be overcome in order to achieve progress.
In order to address the problem, the index helps brands to tackle these challenges by enabling the measurement of ethical and sustainability metrics at scale for digital campaigns.
It uses over 50 data points across content, placement, corporate reporting and DEI in order to assign scores to the world’s largest ad funded publisher domains.
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The index is first being rolled out in the UK before being taken to global markets later in 2024.
“At Dentsu, we are steadfast in our commitment to sustainability in our media investments,” said Dentsu UK&I chief commercial officer Steven Ballinger.
“We want to empower our clients to deliver work that matches their values and sustainability commitments.
“Our investment in the Ethical Media Index reflects our dedication to sustainable, ethical and responsible media practices, setting a new standard in the industry.”
“It aligns with Dentsu’s broader ambitions to embrace ‘Sanpo Yoshi’ – a profound Japanese principle that achieves three-way satisfaction by pursuing actions that benefit not only business but also people and society.”
“Getting this right means creating truly sustainable, legacy businesses, that drive value for future generations.”
