Sustainability: How advertising can cut its emissions

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

Finding out how much carbon the advertising industry actually emits is extremely difficult, but what we do know is that prior to the pandemic it was emitting too much. 

Part of it was the industry’s essential glamour: it was a perk to travel as an agency or senior client to a shoot in a lux location, to fly there business class, to be driven around along with all the kit and the talent, to eat delicious food – inclu