Five years since its UK launch, and three years into its international expansion across seven major chapters (US, Ireland, Europe, Australia, New Zealand, and UAE), Ad Net Zero today launches new research suggesting that action on sustainability action is a powerful driver of business performance, not just compliance.
During its time, Ad Net Zero has consistently worked to help move the industry from individual initiatives to a unified, globally recognised framework for collective positive action.
New research among its UK supporter base reveals the compelling return on investment (ROI) for sustainable practices: 62% report achieving ‘stronger client or partner relationships’, while 52% cite ‘enhanced employee engagement or retention’ as a result of their sustainability action.
To accelerate this success across the entire advertising eco-system, Ad Net Zero is introducing a new membership structure for 2026: Supporter, Supporter+, and Accelerator. This tiered approach ensures any business in the advertising ecosystem can access what they need, when they need it, from foundational resources to advanced leadership projects, to capitalise on the momentum of the sustainable economy.
Sebastian Munden, global chair, Ad Net Zero, said: “The data is undeniable: businesses leaning positively into sustainability – whether advertiser, agency, media owner, or tech platform – are gaining a competitive advantage. They are building better relationships, driving staff engagement, and realising cost benefits through efficiency and waste reduction. The data shows the green economy is growing considerably faster than the rest of the economy, and Ad Net Zero supporters are fast capitalising on this exciting new business opportunity.”
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Kate Waters, director of client strategy and commercial marketing, ITV, added: “ITV has been a committed supporter of Ad Net Zero since its UK launch. As the climate action programme marks its 5th anniversary, the commercial reasons for all those working in advertising to lean into sustainability are becoming ever clearer.
“Whether it’s through your advertising production, your choice of media distribution or the power of the advertising campaigns you can deliver to help accelerate change, the Ad Net Zero programme provides a place for sustainability knowledge to be shared, and for progress to be made. Going forward, we will be looking to fully assess all of the commercial opportunities and risks ahead associated with climate change, in order to be as fully future-ready as we can be. I encourage all others working in advertising to join Ad Net Zero and do the same.”
Ad Net Zero is a voluntary not-for-profit climate action programme for the global advertising industry. Nearly 300 supporters worldwide fund its work to deliver tools, resources, frameworks, and education materials. We help our supporters embed sustainability into their strategies for increased business resilience and higher growth opportunities by reducing emissions and unlocking the power of advertising to support sustainable products, services, and behaviours.
