A recent Campaign survey found that four in five ad agencies are prepared to reject work with clients that lack sustainability ambition.
Around 60% of agencies said they would walk away from new business if a client media partner or production company is not doing enough to work in an environmentally friendly way in the future. One in five ad agencies is already turning down work with brands and other industry partners if they are not environmentally sustainable.
A majority (60%) of agencies have not turned down work, yet they plan to do so in the future. 23% of respondents said they have turned down work in the past and plan to continue with this approach based on sustainable practice. Only 10% of respondents said they have not turned down work in the past and will continue with this approach.
Agencies that are turning down work based on sustainable practices are reviewing partners on a case-by-case basis. 77% of respondents said they have a goal to reach net-zero carbon emissions by 2030. Advertising Association’s chief executive Stephen Woodford said, “We’re seeing that same ambition from production companies, tech platforms and media owners, all aligning to tackle this issue, working with advertisers to tackle the climate emergency.”
[3 minute read]