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Brand Purpose Carbon Emissions Greenwashing

Trade bodies launch Ad Net Zero sustainability course for advertising professionals


By John Glenday, Reporter

November 1, 2021 | 3 min read

The Advertising Association, together with the ISBA and IPA, has launched a training certificate to upskill advertisers and marketers on sustainability issues ahead of the Ad Net Zero global summit on November 3-4.

Wind farm

Participants of the 10-hour online course will be given an overview of the climate crisis

Described as the first course of its kind to offer sustainability training for advertising professionals, the qualification seeks to put the industry on the right foot toward meeting its climate change obligations.

Participants of the 10-hour online course will be given an overview of the climate crisis and the steps necessary to attain net-zero emissions in advertising operations by 2030 via the IPA’s CPD platform.

The crash course includes practical techniques to measure and reduce carbon emissions, raise awareness of how to promote more sustainable behaviors and promote the need to avoid greenwashing in advertising. Armed with this information participants will then be offered the chance to put their newly-acquired knowledge to the test via a sequence of tests at the end of each module, as well as practical tips for their day job.

Sebastian Munden, chair of Ad Net Zero and executive vice-president and general manager, Unilever UK & Ireland, said: “The pressing challenge of climate change requires a system-wide and fundamental response from our industry to change the way we work in order to change the work we make. This new training course arrives at the right moment for us to take responsibility as individuals to learn and put into practice techniques and approaches that are all geared toward positive climate action.”

Stephanie Lambert, head of industry, FMCG at Facebook, added: “The sustainable transformation that businesses are making within the next five to 10 years requires our teams to have a foundational understanding of climate change, and the role that marketing plays in support of the shift to more sustainable consumption and lifestyles. We’re excited to roll out Ad Net Zero’s robust training qualification to our sales and marketing teams to equip them with this knowledge and enable them to be the best partner to our clients.”

Successful completion of this exercise will see participants presented with a digital completion certificate and a MIPA star.

Brand Purpose Carbon Emissions Greenwashing

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