Responsible Marketing Agency’s Post

Advertising shapes our world, and its impact extends to the environment. The good news is that small changes in how and what we advertise can have a massive impact! In this article, Simon Johansson, Sustainability Lead at SeenThis, shares his thoughts on micro-changes with macro-impact. He walks through practical and actionable ways to make advertising less wasteful, leveraging the immense power of advertising to potentially shift the sustainability narrative entirely. Read the full article in AdExchanger: https://lnkd.in/d-SnMHPV

I consider myself a reasonable environmentally conscious 🌱 person. I recycle, drive an electric car and eat less beef and lamb than I used to. But I'll be honest, I've never really thought about sustainability in programmatic advertising, or even considered it something we should be thinking about. Below are some insights from a conversation with Guillaume Grimbert, CEO and co-founder of Greenbids, which sheds light on the evolving landscape of sustainability in programmatic advertising. 🔹 Challenges & Optimism: Mixed feelings on sustainability's current state. Momentum seen in initiatives like GARM, AdNetZero, and impending regulations. 🔹 Long-Term Commitment: Shift from trend to operational principle is vital. Integration into core business models is key. Continuous improvement and technology adoption are crucial. 🔹 Economic Benefits: Sustainable practices lead to cost efficiency and high-quality metrics. Efficient resource allocation boosts ROI. 🔹 Combatting Greenwashing: Strong regulations and carbon reporting are essential. Verifiable actions are crucial to thwart misleading claims. Let's keep driving positive change together! https://lnkd.in/eHDDJKD9 #sustainability #programmatic #adtech #recruitment

As reported by Forbes, recent research by ExchangeWire shows that 75% of marketing professionals in the UK deem sustainability metrics a top priority for their business. Therefore, progress must continue to be made to unify the measurement of emissions in the advertising industry.   WFA recently launched their ANZ Global Media Sustainability Framework providing media buyers access to a standardised formulae of carbon measurement across TV, digital and outdoor (with print, audio and cinema to follow) in all major markets. This is a massive step forwards for the advertising industry and has been universally supported, including by the adtech community.   However, to continue to transform wider adtech practices, there is a need to develop an emission measurement footprint for them. As Our CEO Hannah Mirza highlights there are currently more than 30 carbon calculators still being used within this space, so whilst as an industry progress is positive, there is still work to be done for further unification. Read more here: https://lnkd.in/e-DD_NXJ #responsiblemarketing #sustainablemedia #adtech #carbonmeasurement

It’s a new world we’re all living in. One in which sustainability and a commitment to the environment take precedence for many people. It’s also a world where sustainability is prioritized and marketers and brands will have to act accordingly. The era of media sustainability is here and we’ll all need a framework to adapt to it. #Media #Marketing #Technology #Sustainability #BusinessTransformation

The advertising industry stands at a pivotal moment. With WFA's #GARM and Ad Net Zero's Global Media Carbon framework on the horizon, we're given a unique opportunity to shift from debating methodologies to concentrating on what really matters: reducing emissions. This is our chance to craft a universally supported framework that drives the right actions. Read my thoughts in Ad Age: https://lnkd.in/du5Snswz

MPB reveals its latest insights into sustainability and innovation 🎥 Part of the ProVen VCTs' portfolio, MPB is the largest global platform for buying, selling, and trading used photo and video gear. The circular economy company has recently published its second annual Impact Report for FY24, and some key highlights from it include: 📷 MPB is recirculating 570,000 individual items of kit a year. 🌱 The ProVen VCTs' portfolio company is sourcing 35% of electricity from renewables, thereby contributing to a greener future. 💯 The circular economy brand maintained 100% plastic-free packaging throughout the year. ♻ MPB sent zero waste to landfill, demonstrating environmental responsibility. Very well done to Matt Barker, Rachel Thompson and the MPB team for their unwavering dedication. Their collective efforts culminated in this comprehensive report, which showcases the brand’s commitment to sustainability, innovation, and positive impact. You can read a copy of the report below 👇 #impactreport #sustainability #positiveimpact #vct #ifa

Today, we’ve published our second annual Impact Report, which demonstrates how embedded sustainability is within everything we do at MPB. Of course, the report is something I am very proud of, but more importantly I think it perfectly embodies and reflects the culture that we have fostered at MPB. Last year our report was 25 pages, this year it is 45. This does not necessarily mean that we are doing more, or that the challenges of keeping focussed on sustainability and measurable impact as you scale, get larger.  It is that the subject of sustainability grows and expands in scope every year, and therefore the opportunity to be more impactful as a business also increases. MPB is not sustainable simply because we are driving the circular economy. And we are not sustainable because we are working towards a net zero target. Everything we do at MPB is tested as to whether it can be done better, with more impact, and in a more sustainable way. This doesn’t just create impact, it also leads to better commercial outcomes too. All of this would not be possible without the consistent hard work, focus and dedication of the MPB team. Thank you all for your continued drive and innovation. And for those who do read the report, I hope you can take some inspiration away for how we can all build better businesses that will endure and ultimately, collectively, create a better future. Read it here: www.mpb.com/impact

We’ve talked about reducing the carbon impact of your GHG emissions quite a lot. But do you know how you would do that, practically and tangibly? Well, to help, we offer a powerful suite of solutions. ’Campaign Studies’ and the ‘Environmental Sustainability Platform’ (ESP) empower our clients to evaluate where there are opportunities to reduce GHG emissions at an incredibly granular level, and ultimately, put that into practice with the support of our experts. Meanwhile, our ‘Creative Optimizer’ allows advertisers to immediately reduce the asset weight of their video creative - while maintaining campaign performance. It’s win/win! Learn more about our solutions or drop me a message for booking a demo!  https://lnkd.in/eT9MXPzJ #sustainability #innovation #advertising #change

We're excited to share this guest post by Konstantin Popovic who specializes in working with agencies and brands to better understand their impact on climate change. It's not just about what they can do to protect against greenwashing, the partners, platforms and technologies employed in the business of marketing have their own impact and it is our responsibility, not just to advise our clients, but walk the talk ourselves. As BriteBirch Collective is completely decentralized, we don't have office space and so don't require commuting to work, but we can and will be better at partnering with firms that are considerate of their impact. Media, data storage and our work in Web3 are specific areas that we will hold our partners accountable. As marketers, what are you or your firm doing to reduce your impact on the planet? Let us know in the comments. #sustainability #carbonfootprint #agency #marketing

MPB has today published its second annual Impact Report. As our business continues to grow, sustainability is as integral to our strategy as it has always been, and core to our purpose-led mission, delivering for people and the planet. Highlights from FY24 include:  📸 Recirculating 570,000 items of kit 📈 337,000 active buyers and sellers 🗑️ Zero waste to landfill 🌍 100% plastic-free packaging  💻 15% reduction in carbon emissions from digital advertising 📝 A- rating in the 2023 Circulytics assessment Scaling the circular economy is at the heart of the sustainability agenda, and we will continue to play our part in developing the solutions that will enable it to thrive. Read more: 🇬🇧 | https://lnkd.in/esbYgFvb 🇺🇸 | https://lnkd.in/efwZuQAG 🇪🇺 | https://lnkd.in/esDiFdhp