Sustainability can be achieved, but brands and agencies need to start measuring how much they and their suppliers are emitting and put structures in place to bake it into the culture.

Why it matters

Advertising creates more emissions than TV, and people in the advertising industry live carbon-intensive lives. As brands and agencies seek to make their operations more sustainable there are a handful of key lessons to understand, but a crucial one is that net zero won’t come around if we keep flying places.