The advertising world – brand owners, agencies, media companies – has a crucial role to play in tackling the climate crisis, but at Ad Net Zero WPP boss Mark Read acknowledged the difficulties involved. 

Why it matters

Advertising has helped fuel the consumer lifestyle that is contributing to the climate crisis, but the industry also possesses the capabilities required to shift opinion and change behaviour at the scale needed for a more sustainable future. Agencies and clients will have to ask some hard questions of each other in the coming transition. 

Takeaways 

• Measuring carbon emissions is the starting point,...