Ad Net Zero at Five: Sustainability Moves from Cost Centre to Growth Engine

Survey reveals 62% of supporters report stronger client relationships, while a new AI measurement tool launches to track carbon footprint.

Five years in, Ad Net Zero has moved beyond the usual sustainability theatre. The climate action programme can now point to hard numbers showing that green credentials translate into commercial advantage.

Research among UK supporters shows 62% have built stronger client and partner relationships through their sustainability work. Another 52% report better employee engagement and retention. These aren’t marginal gains—they’re the metrics agencies and brands actually care about.

Sebastian Munden, the programme’s global chair, sees vindication in the data.

“Businesses leaning positively into sustainability are gaining a competitive advantage,“ he says. “They’re building better relationships, driving staff engagement, and realising cost benefits through efficiency and waste reduction.“

Nearly 300 organisations now support Ad Net Zero across seven regional chapters spanning markets that represent 49% of global ad spend. To accommodate companies at different stages, the programme is rolling out…