
As the world grapples with the urgent reality of climate change, sustainability has emerged as a critical driver of innovation across all sectors.
Yet, despite this imperative, many industries, including media, are lagging in their readiness for this seismic shift. The MENA region, with its unique challenges – water scarcity, extreme temperatures, and increasing desertification – must take bold steps to address these issues.
But the responsibility doesn’t rest solely on governments; businesses, especially in the communications sector, must also step up. As marketers and creatives, we hold a unique position of influence in both the economy and society.
It’s our duty to leverage this influence to drive systemic, organisational and behavioural change. The media industry is ideally suited to support a cultural shift toward sustainability, helping brands create demand for eco-conscious practices while also redefining our relationship with consumers.
The time for businesses to embrace sustainability as a core value has arrived. It’s not just about minimising risk; it’s about future-proofing our operations and unlocking new markets. Companies that ignore this shift face dire consequences: trust erodes in the face of greenwashing, talent flees, and clients look elsewhere. The message is clear – business as usual is no longer an option.
In our role at the forefront of this transformation, we are proud to collaborate with industry leaders such as Mastercard in crafting innovative digital advertising campaigns that align with sustainability goals, marking a commitment to responsible practices in the MENA region.
Two pivotal initiatives illustrate our approach:
1. The media carbon calculator (MCC): This tool measures the carbon impact of media campaigns using actual campaign data. By identifying emissions hotspots and establishing a baseline for reporting, the MCC empowers our clients to understand the true carbon footprint of their campaigns. As we expand this tool into new markets in 2024, brands will gain the ability to set specific carbon targets and model various scenarios to optimise both effectiveness and sustainability. This proactive strategy enables informed decision-making before investments are made, ensuring that the environmental costs of advertising are clear from the outset.
2. Green PMP marketplaces: Partnering with Conscious Media, we have developed a green marketplace deal that utilises Scope3 Climate Shield technology. This partnership meticulously excludes high-carbon-emission publishers from our media supply chain, ensuring that campaigns run on sustainable, low-carbon inventory. By prioritising eco-conscious media buying, we can directly reduce emissions and work towards our science-based targets on the journey to net-zero.
For advertisers starting their green journey, here are some tips:
Purpose first: Place long-term wellbeing for people and the planet at the core of your decisions. This approach not only supports sustainable practices but also aligns with consumer values.
Relate and co-create: Build deep, collaborative relationships by empathising with the real people affected by your decisions. This fosters authentic connections and preserves relationship capital.
Lead: Embrace the leadership challenge. Marketing decisions affect people and the environment; acknowledging this power can lead to positive outcomes.
Widen the lens: Consider the long-term implications of marketing decisions. Think about the systemic effects on stakeholders, resources, and social and environmental systems.
Measure what matters: Develop indicators specific to your organisation’s impacts and brand purpose to ensure decision-making aligns with long-term sustainability goals.
Marketing as the compass: Ensure that marketing is at the heart of value generation within your organisation. This requires a shift from profit maximisation to a focus on purpose-driven practices across all levels.
The urgency of decarbonising the media supply chain cannot be overstated. Achieving this ambitious green goal requires a concerted effort across the entire media ecosystem. The positive impacts of our eco-conscious initiatives are already visible, proving that sustainable advertising not only benefits the planet but also resonates with increasingly aware consumers.
As we move forward, the communications industry must recognise its potential as a powerful catalyst for change. The stakes are high, but so are the opportunities. By integrating sustainability into our business models, we can drive growth, foster trust, and lead the way in a new era of climate-conscious consumerism.
Let us remember that actions truly speak louder than words. It’s time for the media industry to embrace its role in the fight against climate change and take bold, decisive action. Together, we can shape a future that prioritises sustainability, resilience and a healthier planet for generations to come. The moment for transformative action is now; let’s seize it.
By Sophie Macleod, Business Director, Carat MENA