Major brands pay the green price

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 05, 2021, 5:27 PM UTC

Unilever and Nestle become the first brand owners to commit to voluntary green advertising surcharge.

Unilever and Nestle have announced that they will pay a green levy of 0.25% on ad production costs. Agencies like Havas UK and Mullen Lowe Groups have committed to collecting the levy. The move is also supported by Publicis Groupe UK’s agencies.

The funds would go to Advertising Association’s AdGreen, which is launching a carbon calculator in September. Based on a similar BAFTA tool, the calculator would enable ad agencies, production, and service companies to put in information about activities undertaken to create a campaign.

It will help track the amount of carbon attributed to specific activities and individual suppliers. Carbon calculator is a crucial feature of Ad Net Zero, which calls on the industry to reduce its carbon impact to net-zero by 2030.

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