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posted on Jul. 29, 2025 at 10:40 amAug 4, 2025

Do-good marketing: From aspiration to action in sustainable advertising

posted on Jul. 29, 2025 at 10:40 amAug 4, 2025

Conscious Media’s Andy Powell explains how the MENA region is redefining sustainable advertising.

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Andy Powell, Co-Founder and CEO, Conscious Media.

As global frameworks push for greater accountability in digital emissions, the Middle East and North Africa (MENA) region is witnessing a sharp rise in sustainable media practices, driven by innovation, demand for better quality, government mandates, and a growing awareness among brands of their carbon footprint.
This momentum follows the release of the updated Ad Net Zero Global Media Sustainability Framework at Cannes Lions in June, which provides a clear global roadmap for measuring, managing, and reducing carbon emissions from media campaigns.

Identifying the sustainable shift
The framework comes as regional governments including the UAE and Saudi Arabia accelerate toward ambitious n

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Tags:Ad fraud Andy Powell aspiration to action Attention awareness carbon emissions carbon footprint carbon reduction Conscious Media data heavy creatives digital emissions do-good marketing global carbon dioxide emissions low-carbon marketplaces management measurement media and advertising media campaigns media efficiency net-zero goals programmatic sustainable advertising sustainable media sustainable media practices Viewability wastage

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.