India’s advertising industry can and must champion sustainability, both within the sector as well as by encouraging clients to embrace it.

Why it matters

When approaching sustainability, businesses must view it from beyond a marketing perspective and integrate it into their business strategy, and agencies have the power and responsibility to shape how brands can look at their communications responsibly by avoiding greenwashing and matching sustainability efforts to cultural nuances.

Takeaways

• Initiatives like Ad Net Zero highlight the role and position that the ad industry can adopt when championing sustainability.
• Agencies must ensure sustainability is not just...