Tuesday, 07 October 2025
Ireland’s advertising industry has taken a major step towards climate action with the release of a ground breaking report that directly links campaign effectiveness to lower carbon emissions. Titled “The Sustain/Ability Gain: How Impactful Creative Can Take You Further with Less“, the study is the first of its kind based entirely on Irish market data, […]
Ireland’s advertising industry has taken a major step towards climate action with the release of a ground breaking report that directly links campaign effectiveness to lower carbon emissions. Titled “The Sustain/Ability Gain: How Impactful Creative Can Take You Further with Less“, the study is the first of its kind based entirely on Irish market data, offering localised insights to help advertisers reduce the environmental impact of their campaigns without compromising results.
The report was developed by Havas Media, WPP Media, and Futureproof Insights, and is published under the Ad Net Zero Ireland initiative. It has the backing of Ireland’s leading industry groups, including the Institute of Advertising Practitioners in Ireland (IAPI), Association of Advertisers in Ireland (AAI), Marketing Institute of Ireland (MII), Commercial Producers of Ireland (CPI), and IAB Ireland.
It aligns with the international Ad Net Zero 5-Point Action Plan, a global framework aimed at cutting advertising-related emissions. While the Ad Net Zero initiative is active in other markets like the UK and the US, this report marks a significant local adaptation, providing Irish-specific emissions benchmarks and strategies.
The central insight from the study is clear: creative quality plays a critical role in reducing a campaign’s carbon footprint. Campaigns that are well-designed, memorable, emotionally resonant, and clear, tend to require fewer media placements, which reduces the energy-intensive repetition often used to drive impact. This leads to lower emissions without diminishing commercial effectiveness.
As Siobhan Masterson, CEO of IAPI, explains:
“We know that the weight and media mix chosen for a campaign can make a substantial difference to its carbon footprint, and that advertisers need to be well-informed to plan their marketing with its environmental impact in mind. This report provides exactly that, moving us from ambition to implementation and helping ensure that advertising is part of the solution.”
A key feature of the report is the introduction of carbon intensity benchmarks specific to Ireland’s media landscape. These allow advertisers to compare the carbon impact of different media choices, such as digital versus broadcast, and include emissions data relevant to Irish consumption patterns.
Media planners are encouraged to consider carbon intensity alongside traditional performance metrics like reach and cost, creating a new layer of accountability in campaign planning.
By providing localised data and tools, the study positions Ireland as a test market for sustainable advertising practices in smaller media markets. It offers a replicable model that could inform similar initiatives globally.
As the EU increases its focus on sustainability reporting and supply chain emissions, advertising, often seen as an “indirect emitter”, is under pressure to demonstrate measurable progress. This report signals the Irish sector’s readiness to take on that responsibility.
For advertisers and media buyers, the findings suggest that sustainability and commercial impact can go hand in hand. Integrating carbon considerations into media planning can not only lower emissions but also improve long-term campaign performance and brand reputation.
For investors and executives, it marks a shift: sustainability is no longer a side consideration but a core business metric in media investment decisions.
The release of “The Sustain/Ability Gain” demonstrates that decarbonising advertising is not only possible but also practical, when supported by strong creative strategy and data-led planning. With cross-industry support and a globally recognised framework, Ireland’s advertising sector is positioning itself at the forefront of the climate transition.
This initiative sets a powerful example of how smaller markets can contribute meaningfully to global sustainability goals, and shows that when it comes to climate action, less really can be more.
The release of “The Sustain/Ability Gain” marks a defining moment for Ireland’s advertising industry, showing that sustainability and effectiveness are not only compatible, they’re mutually reinforcing. By grounding the findings in local data and aligning with the global Ad Net Zero framework, the report offers advertisers practical tools to reduce emissions without compromising impact. It signals a shift in mindset: strong creative work is not just good for business, but also better for the planet. As Ireland steps forward as a model for sustainable advertising in smaller markets, this initiative sets a precedent for how the global industry can turn climate ambition into measurable action.
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