The Irish advertising sector has made a significant move to mitigate its climate impact by releasing a groundbreaking study that connects campaign effectiveness with reduced carbon emissions. Under the Ad Net Zero Ireland initiative, this report aims to equip agencies, brands, and media owners with actionable, evidence-based strategies for minimizing emissions during media planning and buying, all while maintaining commercial viability. Developed by Havas Media, WPP Media, and Futureproof Insights, and supported by key trade associations, the research is rooted in local data, emphasizing the necessity of adapting global best practices to the unique characteristics of the Irish market. This localized approach not only addresses the specific behaviors and trends of Irish audiences but also positions the country as a potential model for smaller markets seeking to implement global frameworks in a meaningful way.
The report, titled The Sustain/Ability Gain: How Impactful Creative Can Take You Further with Less, underscores that creativity and climate responsibility can coexist, suggesting that well-crafted campaigns can simultaneously reduce waste and enhance reach. It highlights the importance of strong creative work, which can lead to longer-lasting audience engagement and, consequently, fewer emissions-intensive placements. By integrating carbon intensity assessments into media planning alongside traditional metrics like cost and reach, the study introduces a new layer of accountability for advertisers. As the advertising industry faces increasing scrutiny from regulators and stakeholders regarding its environmental impact, this initiative not only aligns with EU climate objectives but also empowers Irish advertisers to lead in sustainability, potentially influencing practices in other markets as well.
