Ad Net Zero USA | Ad Net Zero Limited

ad net zero

us

Helping the Advertising Industry drive growth that’s better for the planet and better for business.

Ad Net Zero is a voluntary not-for-profit climate action program for the global advertising industry. Over 300 supporters worldwide and now 100+ in the US  help to fund our work to deliver a range of tools, resources, frameworks and education materials. It is geared to help supporter companies embed sustainability into their strategies for increased business resilience and growth opportunities.

Ad Net Zero US was officially launched in February 2023, supported by the ANA (Association of National Advertisers), the 4A’s (American Association of Advertising Agencies) and IAB with the mission to help strengthen and futureproof the advertising industry. Ad Net Zero US supports stakeholders across the industry in their efforts to advance their businesses through reducing the carbon footprint of advertising and supporting more sustainable behaviors. Together with our supporters, we’ve delivered industry-first tools and resources, developed frameworks such as the Global Media Sustainability Framework (GMSF), and highlighted innovative work that is advancing sustainable growth at scale. Find us and US supporters at key industry events, such as IAB ALM, Green Media Summit, POSSIBLE, Sustainable Brands, Cannes Lions Festival of Creativity, Climate Week NY, Advertising Week NY, ANA Masters of Marketing.

Our Perspective

Historically, sustainability has often been treated as peripheral to business success. Many sustainability teams have been fragmented, siloed, or defunded — their work reduced to a compliance exercise.

But when we treat sustainability as an opportunity for systemic transformation rather than a “do-good” checklist, we create real value that strengthens brands, deepens trust, and delivers long-term results for people, planet and future generations.

Companies with strong environmental performance see a 6% higher EBITDA than their competitors. (Revolt × Anthesis Group, 2024).

Using sustainability as a lever for progress, not just compliance, offers a way to redefine success for our industry, rebuild consumer trust, and reconnect business with what matters most — health, wellbeing, and love for future generations ([link to research]).

That’s the opportunity before us.

Our Impact

Ad Net Zero supporters are already demonstrating what’s possible:

Integrating sustainability into strategy and creative briefs. (case study w/ Sightly, other CANZ case study)
Reducing operational emissions through more efficient production and media practices. (production case study w/ ?? and media case study w/ ?? – feel like many would fit here, could choose strongest supporters).
Driving consumer awareness and behavior change through responsible advertising. (CANZ case study w/ ??)

From cutting the carbon footprint of media supply chains to encouraging more sustainable consumer choices, Ad Net Zero is helping the industry move beyond good intentions and isolated efforts — toward collaborative action that reduces emissions and reshapes systems for a healthier, more resilient future.

The research is clear (link): continuing to treat sustainability as an afterthought or box to tick means leaving financial opportunity on the table.

In 2026, sustainability is simply how better business gets done.