By Olivia Montgomery
The urgency of climate change is undeniable. The last decade has been the warmest on record. While the environmental stakes are clear, addressing climate change is both vital for the planet and an essential consideration for adland, as global emissions from digital marketing alone are estimated to generate a higher carbon footprint than the aviation industry.
Polling shows that a large majority of the UK public now accepts the threat of climate change and, with this, many feel anxious about that threat. IPA research revealed this is felt even more keenly within the ad industry. Over half (53%) of industry professionals report feeling anxious about climate change, compared with 37% of the general population. They are also twice as likely to feel demoralised. Despite working in an industry with the power to influence behaviour and shape culture, many feel powerless to act.
In response, the Ad Net Zero Young Leaders Group was formed in 2024, bringing together emerging talent from over 40 businesses. These professionals – each with less than 10 years’ experience and a passion for sustainability – provide fresh perspectives that senior leaders might otherwise miss. Over eight sessions, the group explored how to channel climate concern into meaningful action, resulting in four key recommendations for the industry.
1. Make sustainability part of everyday conversations
Sustainability often sits in silos. We can embed climate updates into internal communications through leadership updates, Q&A sessions, and even MS Teams conversations. This builds trust, maintains transparency and boosts retention. When sustainability becomes part of daily dialogue, it moves from being a side project to a shared responsibility.
2. Introduce sustainability into metrics and appraisals
Climate goals shouldn’t be optional, and we all have a role to play in sustainability. By integrating sustainability KPIs into performance reviews and appraisals, we drive accountability and ensure climate priorities aren’t sidelined during crunch times.
3. Flip the model with reverse mentoring
A practice of pairing senior leaders with junior staff through structured sessions brings fresh energy and ideas to the table, ensuring sustainability is central to leadership decisions. Reverse mentoring fosters collaboration and ensures climate challenges are examined from multiple perspectives.
4. Make climate literacy a standard skill
Knowledge combats eco-anxiety and misinformation. Industry-wide climate training – such as the Ad Net Zero Essentials Certificate completed by all staff at the7stars – equips teams to embed sustainability into client work and future initiatives. The Guardian, for example, saw 97% of staff feel more confident discussing climate post-training. Embedding this confidence is what ultimately drives action.
These recommendations go beyond reducing emissions. By putting staff of all levels at the forefront of climate decision-making, they aim to create an industry that reflects the values of its people and audiences. Advertisers should consider making sustainability a recognised part of company culture, turning anxiety into action and leading the way toward a more sustainable future.
