Why have a Media Climate Charter

Multiple pressures on our industry

According to the Intergovernmental Panel on Climate Change, limiting global warming to 1.5 °C requires rapid, far-reaching and unprecedented changes in all aspects of society. We are in a climate crisis. Even the most optimistic climate scenarios are fraught with uncertainty and potential catastrophe. Prior to the COVID-19 pandemic, the advertising industry started to wake up to its responsibility to take meaningful action. The multiple pressures on our industry were already starting to emerge. 

• Client pressure. Many of our clients have committed to climate action and set ambitious targets, including expectations from all of their supply chain to have similar targets, including their media agency partners.
• Talent drain. Our industry talent is also being affected by the awakening to the scale and urgency of the climate crisis. Young talent, born with a deep awareness of climate change, does not wish to enter an industry that does not fully direct its power and influence to make a positive difference. More experienced talent want to contribute to a brighter future for their children and grandchildren.
• Industry reputation. Our reputation is at stake if collectively, our industry continues does not take meaningful steps to transition. The UK government has set a net-zero target by 2050. Many other business sectors have committed to collective action. For an industry that prides itself on being future facing, we have a clear opportunity to help bring a brighter future forward.

As we begin to rebuild and recover from the disruption brought about by COVID-19, now is the time for our industry to define a new path for how we become better custodians of the world we live in.

Why join the IPA Media Climate Charter

We believe this Charter will be a critical first step towards transitioning the media agency industry to a zero-carbon future.

There are tangible benefits for agencies who pledge to participate. 

• It's an external demonstration of a media agency's commitment to tackling climate change.
• They will be provided with the tools and resources to make a genuine impact at their agency.
• They will become part of a community of motivated agencies, which can be leveraged to solve problems, share learnings and inspire innovation.

At an industry level, the collective power of multiple media agencies coming together will enable us to affect positive and sustained change more quickly and holistically.

Contact

If your organisation is an IPA media agency and would like to join the IPA Media Climate Charter, or if it is a media owner that would like to be featured, or if you have any questions about the initiative, please use the form below to drop us a line.