Sustainability

The guide outlines six essential steps for advertising agencies and brands to integrate sustainability into their business models: organization, briefing, production, content, information integrity, and climate literacy. It emphasizes the need to combat climate disinformation, reduce Scope 3 emissions, and avoid greenwashing to meet consumer demand for responsible brand behavior.

• Consumer behavior is increasingly driven by sustainability, with 64% of consumers attempting to buy brands that act responsibly and a third claiming to have stopped purchasing certain brands due to a lack of visible commitment to these issues.
• Sustainability is a critical factor for talent acquisition and retention, particularly among younger generations; 55% of Gen Zs and 54% of millennials research a brand's environmental policies before accepting a job, and a significant minority have already changed or plan to change jobs due to climate concerns.
• The advertising industry faces specific challenges in sustainability, ranking it as the second most important challenge for the digital ad ecosystem. Research from the WFA indicates that marketing departments often lag behind other business areas in sustainability efforts.
• To ensure information integrity, the guide recommends adopting the Climate Action Against Disinformation universal definition, which identifies climate mis and disinformation as content that undermines the IPCC scientific consensus, misrepresents data to erode trust in science, or falsely publicizes efforts as supportive of climate goals.

APA

Conscious Advertising Network (2025). Sustainability. https://www.consciousadnetwork.com/sustainability-guide/

Chicago

Conscious Advertising Network. Sustainability. 2025. https://www.consciousadnetwork.com/sustainability-guide/.

Wikipedia

{{cite report |author=Conscious Advertising Network |title=Sustainability |date=26 March 2025 |url=https://www.consciousadnetwork.com/sustainability-guide/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{consciousadvertisingnetwork2025sustainability, author = {{Conscious Advertising Network}}, title = {{Sustainability}}, institution = {Conscious Advertising Network}, year = {2025}, month = mar, url = {https://www.consciousadnetwork.com/sustainability-guide/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }