News  August 4 2021

Bringing sustainability to the creative supply chain

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I sat down with WARC to discuss the importance of sustainability and the key responsibility the advertising and media industry has to play. Read an extract below and get the full report here.

Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities. A desire to act more sustainably is now spreading across the media and marketing business.

Sustainability should not be seen as a single goal, but an ongoing journey done piece by piece and a catalyst for positive change that will improve the culture within a business or brand. Consider moving toward cloud-based solutions rather than the energy requirements of a physical space.

Why it matters

With climate change and sustainability now major concerns, the advertising and media industry has an important role to play on making the creative supply chain ‘greener’.

Takeaways

• Sustainability should not be seen as a single goal but an ongoing journey done piece by piece and a catalyst for positive change that will improve the culture within a business or brand.

• Hold the people you bring into the business and the creative partners you choose accountable to the same sustainability mindset.

• Don’t give in to the fear that any attempt you make to be more sustainable won’t be enough – keep making a difference.

Sustainability is a hot topic in creative circles – film and television, especially. But the lessons being learned aren’t just relevant to video content producers. To achieve a more sustainable future, all involved in commissioning and creating content, whatever its form or format, can – and should – have a role to play.

Get the whole report at WARC here.

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