Sustainable transformation: 3 ways marketers can lead the way to net zero

Digital Marketing Consultant

Ben Essen is global chief strategy officer at creative agency Iris, working to drive sustainable progress within businesses, brands, and society.o

If digital transformation defined the past 10 years of marketing, the next 10 are set to be determined by another, greater challenge: cutting carbon emissions to net zero.

As a $600 billion industry that influences the lives of almost every person on the planet, advertising has a vital role to play in determining whether the world will succeed in its transition to a low-carbon, sustainable society.

While there is a growing list of brands communicating their eco-credentials in authentic and brilliant ways, marketers also have the chance — and, arguably, the responsibility — to go further.