The WARC Guide to net zero marketing

6 min read

WARC Best Practice, March 2022

Summary

Provides new thinking and best practice on net zero marketing.
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Net zero is a target global climate scientists say the world must reach by 2050 to manage global warming and avoid a temperature rise above 1.5 degrees.
The global advertising and marketing industry is well placed to help solve the climate emergency, but this requires systemic change.
Practitioners will need to rethink how adverts are made and take a lean approach to media planning – less wastage means less carbon emissions.
In this context, brands that can generate quick recall will have an advantage.

Read more articles from the WARC Guide to net zero marketing.

50 Shades of Greenwashing
Oliver Feldwick
The&Partnership

“Washed Green” or “Transparent Grey”? Understanding why honesty pays off in environmental communication
Giovanni Pino, Giampaolo Viglia, Rajan Nataraajan, Alessandro M. Peluso and Marco Pichierri
University of Studies, University of Portsmouth, Università della Valle d’Aosta (UNIVDA), Auburn University, University of Salento and University of Bari “Aldo Moro”

Why sustainability must embrace psychology
Andy Wilson and Paolo Mercado
Ogilvy Consulting, Asia

A year of the WFA Planet Pledge
Will Gilroy
World Federation of Advertisers

How greenwashing hinders net zero
Jake Dubbins
Media Bounty