Route Research

The media industry has a complex challenge: balancing profit with environmental and social responsibility. Yesterday, in collaboration with Electric Glue, we hosted a Brunch & Learn session with B Corp certified leaders to explore these issues. Here are some key takeaways: ➡️ Transparency is critical: Don't let fear of greenwashing accusations halt progress. Do your research, do the work and back up sustainability claims with evidence. ➡️ Collaboration is essential: The industry needs to be open and adopt initiatives like Ad Net Zero's standardised emissions measurement methodology. ➡️ Long-term thinking matters: Sustainability is an ongoing journey, not a one-time fix. ➡️ Focus beyond production: Consider the carbon footprint of ad delivery alongside creative development. Our CEO, Mike Smith, shared details on our B Corp journey, including: 💡 Powering down our network to reduce emissions. 💡 Implementing real-time carbon tracking. 💡 Continuously improving across social and environmental impact areas. A huge thank you to our host and panel speakers: 🎤 James Skirrow, Head of Customer Sustainability at Futureproof 🎤 Julie Richards, Director of Sustainability and Operational Transformation at @guardian 🎤 Elle Chartres, UK Director of AdNetZero UK at the @ad_association 🎤 Pippa Glucklich, CEO at @ElectricGlueUK 🎤 Maisie Tildesley & Eleanor Adamson, @BCorpUK.