Ads for Action: How the power of advertising can mobilise action on sustainability

This event will explore the role advertising can play in mobilising action for all, hosted by Ad Net Zero - the advertising industry's sustainability initiative. In Australia, advertisers spend billions of dollars to influence consumers, building the ‘brainprint’ of their brand, changing preferences and ultimately behaviour. What if we could transform this toolkit into a force for sustainable change?

James Greet, co-founder of sustainable marketing consultancy The Payback Project, will unpack the role of advertisers as storytellers and architects of desire. The talk will explore how these powerful tools can be harnessed to promote sustainability, urging the industry to move beyond operational emissions and consider its brainprint – the influence advertising has on shaping societal norms and aspirations. James will challenge the audience to rethink creative briefs and integrate sustainability into mainstream advertising, making sustainable choices the default rather than the exception.

Kate Young, National Manager of SBS CulturalConnect, will then share how the broadcaster has interwoven sustainability into all areas – from content through to product, to the messages advertisers deliver to their millions of viewers. She will unpack why this was a business priority, and the challenges that had to be overcome, and share examples of the work this approach has enabled.

A panel of industry experts will then discuss this topic further, exploring the implications for all elements of advertising – from the advertisers themselves, through the creative teams bringing their message to life, to the media carrying those messages to the Australian population. They will share their own hands-on experience, and share tangible steps to mobilise action through advertising’s powerful influence.

Speakers:

James Greet, The Payback Project

Kate Young, SBS CulturalConnect

Panel:

Arum Nixon, Ad Net Zero Australia (Host)

Tom Donald, Lion

Karen Dunnicliff, SalterBaxter (Publicis Groupe)

Kate Young, SBS CulturalConnect

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