Sustainable Advertising: How Advertising Can Support a Better Future
- 5h 20m
- Matt Bourn, Sebastian Munden
- Kogan Page
- 2024
Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'. This is the book every advertising and marketing professional needs to make every ad a sustainable ad.
Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis.
This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.
About the Author
Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony.
Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and Chair of Ad Net Zero. He worked at Unilever for 30+ years applying the principles of business as a force for good, lastly as CEO of the UK and Ireland business.
In this Book
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Preface
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Useful Terms and Phrases
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Welcome to Sustainable Advertising
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Greenwashing, and How to Avoid It
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Getting Our Own House in Order
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Reducing Emissions From Ad Production
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Reducing Emissions From Ad Distribution
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A Sustainable Media Supply Chain
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Quick Wins, and Long-Term Success for Media Plans
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Reducing Emissions Through Awards and Events
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The Big Sustainable Behaviour Change Challenge
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Sustainable Behaviour Change: The Magic Ingredients
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What ‘Good’ Looks Like Now, and in the Future
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Sector Review: Energy, Travel and Tourism
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Sector Review: Food, Fashion and Finance
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Measuring the Industry’s Impact
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A Rewarding Profession and Career
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Start Your Change Journey Here
