The document aims to discuss the impact of the media industry on sustainability and how damage to the environment can be reduced
The Brazilian Association of Advertisers (ABA) announced the launch of the “GARM Sustainability Guide: actions to reduce greenhouse gas emissions in the media industry during the 3rd National Board Meeting, which took place this Thursday (21).
The material was produced by the entity’s Communication & ESG and Media Committees, based on its original version prepared by the World Federation of Advertisers (WFA), a global entity that represents advertisers and in which the ABA is an affiliate and a member of its Executive Committee. .
By recognizing the crucial role the advertising industry plays in shaping trends and behaviors, and understanding the urgency of the global climate change challenge, we have a responsibility to lead this sustainable philosophy across the media ecosystem, which is ABA’s primary goal. with this guide prepared by the GARM Global Alliance for Responsible Media, launched in Brazil in a pioneering way by the ABA, in November 2021, said Sandra Martinelli, CEO of the ABA and member of the Executive Committee of the WFA.
The document aims to discuss the impact of the media industry on sustainability and how damage to the environment can be reduced. Furthermore, the guide promotes a set of practical guidelines for actions that agencies and market actors can take.
We need marketing and communications professionals to use their creativity and the reach of their media and campaigns to promote awareness and encourage more sustainable behaviors, highlighted Fabola Duarte, Head of Communication at Diageo and president of the ABA Communication & ESG Committee.
The 14-chapter publication is intended to be the basis, the starting point for action plans in agencies throughout Brazil and intends to offer the market a comprehensive overview of how the media segment can create individual and chain solutions for issues that affect everyone.
The document also has the function of making connections and doing business with suppliers committed to eco-friendly practices, which is one of the keys for the sustainable media chain to be consolidated.
It’s time to rethink traditional approaches and adopt innovative practices. Resource optimization is essential, reducing waste both in the production of materials and in the delivery of campaigns. Investing in more efficient and sustainable technologies is also crucial to reducing our carbon footprint. However, the biggest challenge lies in our own internal behavior. We must review our operations, from offices to travel, seeking to minimize our environmental impact. By embracing practices that offset emissions, we show that we are committed not just to rhetoric, but to concrete action, added Paula Marsilli, president of the Media Committee and VP of ABA and director of media and audiences at Natura & Co.
