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HOW ADVERTISING CAN SUPPORT A BETTER FUTURE

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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.

Born from Ad Net Zero’s single-minded ambition – to make every ad a sustainable
ad – Sustainable Advertising, to be published by Kogan Page on March 3, 2024,
arms the industry with the expertise needed to make every ad sustainable: from
the way it is made, and the way it is distributed, to the very product, service
and behaviour it promotes.

This groundbreaking book delves into the insights and tools across the industry
in a global effort to decarbonise rapidly and help support a sustainable future.
With best-in-class case studies and practical guidance, Bourn and Munden outline
the key steps that agencies, brands, media owners, tech platforms, and
individuals can take to reduce their environmental impact.


ABOUT THE AUTHORS

Matt Bourn
Director of Communications for the Advertising Association

Based in London, UK, Matt helps to steer the industry’s work around Climate
Action, including the formation of Ad Net Zero. With 25 years’ experience,
previously he was Managing Director of Braben, working for companies such as
Sky, Channel 4, Disney and Sony.


Sebastian Munden
Strategy and communications adviser

Based in London, UK, Sebastian is also Chair of WRAP (The Waste & Resources
Action Programme) and has been Chair of Ad Net Zero since its inception. He
worked at Unilever for 30+ years applying the principles of business as a force
for good to create value for all stakeholders, lastly as CEO of the UK and
Ireland business.



FROM THE EXPERTS

Our industry has long prided itself on driving instrumental change and there has
never been a moment in our history where this has been more relevant or needed.
Sustainability is complex and nuanced, which is why ‘Sustainable Advertising’ is
such an essential text for the Advertising industry today. If you have ever
asked yourself where to begin in the quest to create a more sustainable
tomorrow, this book is without a doubt where you should start.
Dame Annette King DBE
Global Lead, Marketing, Accenture Song, and Chair, Advertising Association
Advertising has a powerful influence on how people behave and this is as
relevant to climate action as it is to consumer trends. This book tells us
everything we need to know to make climate action happen.
Dame Carolyn McCall DBE
Chief Executive, ITV
The power of advertising is in its potential to change minds and change the way
we live. This paradigm-shifting book demonstrates how that potential can now be
harnessed for the better, to change our behaviour and lifestyles before it is
too late, so that we can make the greatest change imaginable - to change to save
the planet. To transform our economies to become sustainable for the future, the
use of the advertising medium is the ultimate message - and this is the ultimate
and indispensable guide on how to deliver the message and the change we all need
to embark on.
Rt Hon Chris Skidmore OBE
former U.K. Energy and Clean Growth Minister and Chair, the Independent Net Zero
Review

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