So, you want to be a more sustainable business. Now what?
It's a very exciting step to see Ad Net Zero announce a global framework to measure media's carbon emissions. Many of us recognize the importance of the mission (Sightly is a proud supporter of Action 3 & Action 5) but what do we do from there? The first iteration of this framework gives us collective marching orders to take the necessary initial steps.
I'm not going to sugarcoat it - the framework isn't short, but neither is the path towards reducing our industry's carbon footprint. So hunker down with your morning cup o’ joe and prepare to get schooled.
Were you the kid that read the CliffsNotes in high school? Might be worth taking the GARM Sustainability Quick Action Guide for a spin first (link below). Any step toward carbon reduction is a great step!
https://lnkd.in/ePMSJid7
What I'm excited about:
- Crawl, walk, run approach takes the daunting task of solving climate change and boils it down into manageable action steps. The framework even cautions us not to jump to reducing our carbon emission and reminds us to trust the process, even if it's a longer journey. To first understand, measure, and benchmark. Only then can we move further down the path to reducing our collective footprint.
- "Uncommon collaboration" is essential and it seems like with this framework, we've got just that. To solve this formidable challenge, we're going to need a bigger boat. So trade associations, climate experts, brands, media buyers, and publishers - all aboard! We're going to have to steer this ship together, and – at the risk of overdoing the analogy - with this framework it looks like we can set sail.
- Rome wasn't built in a day, and the climate crisis won't be solved in one either. The thoughtful and deliberate release of framework steps can help us stay on track without getting lost in the sauce of the sizable task ahead of us. The framework comes in 3 core pillars – “Understand + Benchmark, Reduce + Challenge, Specify + Optimize” – and Ad Net Zero emphasizes their commitment to evolving the guidance as critical updates to the framework
are available, and accounting for industry feedback as adoption ramps.
🔴 🟢 We’re proud to present the Global Media Sustainability Framework, a cross-industry collaboration between #GARM & Ad Net Zero that allows #advertisers, #mediaowners and #agencies to measure #carbonemissions across digital, television, print, audio, outdoor and cinema channels.
The goal of this framework is to help every advertiser and their partners understand and take positive action to reduce the carbon impact of their media plans.
👉 Download the framework here: https://bit.ly/45tfdzT.
#GARM #AdNetZero #sustainability #mediameasurement #GlobalMarketing #BetterMarketing Robert Rakowitz Delaney Goodwin
GARM & Ad Net Zero announce global framework to measure media's carbon emisisons
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