Tip of the iceberg: Brands want to reweight media campaigns to lowest carbon publishers; Australia’s Bcorp indie agencies plan to pip holdcos with Net Zero Media calculator; Shift happening faster than publishers realise
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Show Notes
$6.5bn fund manager Australian Ethical, ‘clean fast food’ firm Guzman y Gomez, Unilever’s Ben & Jerry’s, Lion’s Stone & Wood, The Body Shop and parts of Danone are all Bcorps. They are all driving growth through commitments to social and environmental good – and are all laser-focused on the sustainability and purpose credentials of those they do business with. That includes media owners and agencies. In a few weeks, a new media carbon calculator developed by Benedictus Media sister company Net Zero Media – in beta and set to launch ahead of those being touted by the likes of GroupM – will shine a light on which publishers or media channels will deliver lowest carbon footprint per campaign. Bosses of Australia’s three certified Bcorp indie agencies, Benedictus, Alchemy One and Optimising, say those clients can then reweight spend – and may even make shorter ads – in a bid to lessen environmental impact. And they think it’s just the tip of the iceberg.
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