Different Narrative has set up a dedicated “green team” to drive progress on the action plan detailed within this document. Our Environmental Action Plan is both ambitious and adaptable, allowing us to adjust our strategy based on changing technologies, market conditions, and sustainability advancements. We will regularly review and update the plan to ensure it remains effective in achieving the goal of net zero emissions.
We have a robust Environmental Policy covering all aspects of this action plan, which is shared at staff inductions/refresher training and practical management is built-into all project plans in order that all staff are aware of our commitments.
Our ambition is to obtain B Corp status by the end of 2024.
Ad Net Zero and the IPA
Different Narrative is a member of the IPA (Institute of Practitioners of Advertising). The IPA, along with the Advertising Association and ISBA, recently launched Ad Net Zero. Ad Net Zero is the UK advertising industry’s initiative to help the advertising industry respond to the climate crisis caused by CO2 emissions.
Ultimately, the ambition is to get the climate impact of our industry’s operations down to ‘real net zero’, in terms of carbon output, within the next decade. This goal is within reach by the end of 2030 through a clear series of actions, to which we as an agency are firmly committed.
This pan-industry initiative is tasked with co-ordinating, monitoring, reporting on and pushing forward this ambition via five key action areas, detailed below:
Action 1 – Our own operations
Different Narrative has signed up to Ad Net Zero and committed to curtail our operational carbon emissions to achieve net zero by end of 2030. To do this, we will measure carbon footprint data, reduce emissions as far as possible (with a focus on minimising air travel and switching to renewable energy, public transport), and offset what cannot be reduced through carbon removal schemes.
We will also share Ad Net Zero’s aims by encouraging employees to measure and take ownership of their own personal carbon impact, and to adopt sustainable behaviours.
Action
| Responsible staff
| Target completion date | Checklist | Notes |
Initial carbon footprint assessment | Joe | June 2023 (complete) | Carbon calculator tool | Conduct a thorough analysis of the agency’s carbon footprint including both direct and indirect emissions., providing a baseline for measuring progress and identifying areas for improvement.
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Set ambitions targets | Joe | Annual | Carbon calculator tool | Establish ambitious, science-based targets to achieve net zero emissions within a specific timeframe.
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Energy efficiency and renewable energy | Joe | December 2023 | Carbon calculator tool | Implement energy efficient practices in the office such as LED lighting, smart energy management systems and efficient office equipment. Transition to renewable energy sources.
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Sustainable procurement | Joe | Ongoing | Carbon calculator | Collaborate with suppliers to prioritise sustainable sourcing and responsible manufacturing processes.
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Remote work and virtual meetings | Lisa | Ongoing | Carbon Calculator | Encourage remote work and virtual meetings where possible to reduce commuting and business travel.
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Paperless initiatives | Lisa | Ongoing | Carbon Calculator | Minimise paper by transitioning to digital documentation and communication methods.
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Offsetting emissions | Joe | Ongoing | Carbon Calculator | Invest in credible carbon offset projects to compensate for any residual emissions.
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Employee engagement and training | Joanna Taylor | Ongoing | Induction Annual CPD Refresher training | Engage employees in sustainability initiatives and commitments and provide relevant training. Encourage ideas and suggestions to further improve the agency’s commitment to net zero.
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Action 2 – Commit to adopt tools and training to curb production emissions
As an agency, we are committed to zero waste/zero carbon advertising production. Like other aspects of advertising, motion and stills advertising production can be carbon intensive processes, particularly location shoots with high levels of travel, hospitality, and complex supply chains, using sustainable materials for print and carbon efficient website construction and management.
Adgreen (https://weareadgreen.org) ,which was launched in September 2020, helps our industry measure advertising production carbon footprints allowing project teams to understand which activities have the biggest impact.
Action | Responsible staff
| Target completion date | Checklist | Notes |
Measure advertising production carbon footprints allowing project teams to understand which activities have the biggest impact | Joe | Ongoing | Adgreen tools | Use Adgreen tools to calculate and reduce carbon impact Plan from the outset of any production to minimise the CO2 emissions using a production carbon footprint calculator to create an estimate Produce a sustainable production planning checklist for our clients/partners to consider early on Demonstrate the benefits of using local crew, talent and directors Encourage shoot locations which reduce the need for unnecessary travel and demonstrate the associated impact
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Action 3 – Curb emissions from media planning and buying
As a fully integrated agency, our media department commits to the IPA’s Media Climate Charter (https://ipamediaclimatecharter.co.uk), which helps us work with our clients to develop lower carbon media plans.
Action | Responsible
| Target completion date | Checklist | Notes |
Minimise carbon emissions from media planning and buying | Joanna Taylor | Ongoing | Climate Charter carbon calculator | Report and record the footprint of all media campaigns for internal/client information.
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Action 4 – Curb advertising emissions through awards and from events
Different Narrative will put sustainability at the forefront to enter and promote sustainability awards and across event attendance.
| Action | Responsible staff member
| Target completion date | Checklist | Notes |
Enter marketing sustainability awards | Joanna | Ongoing | Carbon calculator | Report and record the footprint of all award activity Identify sustainability award categories and opportunities.
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Consider virtual options and/or satellite regional variants of events, plus most sustainable travel mode | Joanna | Ongoing | Carbon calculator | Report and record the footprint of all award/ event activity Identify sustainable meeting channels/ travel modes.
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Action 5 – Harness advertising’s power to support consumer behaviour change
Advertising’s influence on the wider world is a hugely important pillar of sustainability. Different Narrative will actively harness advertising’s power to promote and normalise more sustainable choices.
Action | Responsible | Target completion date
| Notes | |
Facilitate a | Joe | Ongoing | Work together with our clients to measure the carbon impact of campaigns, use advertising to promote more sustainable choices.
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Drive the IPA’s #Changethebrief
| Kieron Goldsborough | Ongoing | Leverage marketing expertise to create behaviour change campaigns.
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Harness | Kieron Goldsborough | Ongoing | Develop marketing campaigns that promote sustainable products and services or advocate for environmental causes.
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