20-05-2025
- Business
- Irish Independent
‘No matter what size your business is, we are here to help' – finding the best path to net-zero emissions
Pod Net Zero Ireland is a podcast series for anyone working in marketing, media, or the advertising industry. It brings together inspiring conversations with professionals across these industries who are navigating their journey towards net zero. The podcast aims to spark ideas, share insights, and highlight how individuals and organisations are addressing the climate crisis through their work.
In this first episode of this series, host Colette Henry (Marketing & Executive Coach, ex Droga 5 & Accenture Song) speaks with Mary O'Sullivan (Director of International Markets at Ad Net Zero Europe).
The mission of Ad Net Zero is simple yet ambitious: to bring the media and advertising community together to collectively tackle emissions and contribute to a more sustainable future.
Mary states that: 'From the point of view of the whole industry, what we're finding is that a lot of the larger organisations may have the resources behind to set up a sustainability team or task force.
'What we're also seeing is that a lot of smaller agencies and smaller companies have said 'We don't know what our impact is, we don't know how to measure our CO2 emissions, what does that mean, how do we go about changing, and what would that change look like?''
'So what we try to do is bring everybody to the able and say, 'No matter what size you are, what your part is within the industry, we're here to create a platform or an environment where you can get help, support, training, information, and guidance'.'
Ad Net Zero Ireland launched in 2022 and is led by IAPI (Institute of Advertising in Ireland) in partnership with AAI (Advertising Association in Ireland); MII (The Marketing Institute of Ireland); CPI (Commercial Producers Ireland); and IAB Ireland.
The Irish chapter was quickly followed by the US and New Zealand, with Australia, as well as large parts of Europe, with even more of our continental neighbours expected to join the initiative soon. Its mission is simple yet ambitious: to bring the media and advertising community together to collectively tackle emissions and contribute to a more sustainable future.
At the time, it was becoming increasingly clear to those in the advertising and media sectors that they had a significant role to play in addressing the climate emergency. The industry wasn't just a passive observer of climate change, it was actively contributing to it through its operations, productions, and the behaviours it influenced.
Ad Net Zero was formed as a response to this realisation. It brings together media, advertising, and marketing organisations across the board, uniting them around the shared goal of reducing carbon emissions and collectively finding practical solutions. Rather than acting in isolation, businesses now have a platform to collaborate, share knowledge, and align on common sustainability goals.
At the heart of Ad Net Zero are five key actions designed to guide the industry on its path to net zero:
One - Reduce emissions from advertising business operations
Two - Reduce emissions from advertising production
Three - Reduce emissions through media planning and buying
Four - Reduce emissions from awards and industry events
Five - Use advertising's power to drive more sustainable behaviour change
These five pillars provide a framework that organisations of all sizes can adopt, adapt, and act upon. Whether you're a multinational agency or a small, independent studio, the actions offer a practical roadmap to reducing environmental impact.
Whether you're just starting to consider your environmental footprint or you're already well on your way with a sustainability strategy, Ad Net Zero Ireland provides tools and insights to help move forward.
Ultimately, the journey to net zero doesn't have to be taken alone. With collaboration, transparency, and a commitment to change, the advertising and media industries can be powerful forces for good.
