Warc opens sustainability hub

The hub was created in partnership with creative agency Lions and the Advertising Association (AA) and will use resources from the AA’s Ad Net Zero initiative to reduce the advertising industry’s carbon emissions.

Warc said the hub would act as a one-stop resource to help marketers worldwide tackle climate challenges and find innovative ways to implement more sustainable policies.

As part of the launch of the sustainability hub, Warc has also launched a guide to net zero marketing, which provides instructions for drastically reducing emissions and achieving carbon neutrality.

The guide contains a compilation of recent industry research and presents frameworks to help marketers drive behavioural change, featuring examples of brands showing climate leadership and practical advice on how to avoid greenwashing.

Paul Coxhill, chief executive at Warc, said: “It’s critical to act on the climate crisis now. As an industry, not only should we take the lead in helping change consumer behaviour, but we also need to look at our own conduct.

“We are delighted to release the Warc Guide to Net Zero Marketing, freely available to all, to help cut through the noise by providing actionable sustainable marketing best practices to start addressing this global emergency.”

Stephen Woodford, chief executive at the AA, said: “The challenge of climate change requires collective action, not just in the UK but around the world.

“This new sustainability hub will help advertising practitioners reduce carbon emissions and produce work to support more sustainable ways of living.”