1、Agents ofchangeThe expert viewIndustry perspectives on the path to sustainable advertisingForeword3Anotefromtheauthors4Executivesummary5Aholisticviewofsustainability7Theworldweworkin9Thebigpicture10Thedesiretodomore11Theproblemwithbusinessasusual12Theneedtorecogniserisk14Clientrelationships18Failure

2、totellthefullstory19Theneedforcohesion20Directionoftravellookingtothefuture21Elephantsintheroom22TheroleoftheIPA24Theplan:summaryofthetoolkit25Abouttheauthors29Acknowledgements30ContentsPlease be aware that the inclusion of links and references to any external guides and tools in this document and i

3、ts accompanying toolkit does not imply that the IPA endorses them.We are simply listing resources that your peers in the industry are using and have themselves found useful.Some of these tools are co-produced with input from the IPA,but many are not.Every organisation should evaluate the tools and g

4、uides referenced in this guide on their own merits and decide if they are right for them.2Advertisingexertsapowerfulinfluenceonsociety and the economy,touching almost every facet of our lives.As an industry,our abilitytoshapebehaviourandinfluenceculture cannot be underestimated.Ive been privileged t

5、o work in the agency worldformorethan20yearsandinthattimeI have seen our sector begin to acknowledge its role in an escalating planetary crisis,and to recognise its unique potential to tackle a perfect storm of climate change,resource depletion,loss of nature,and social inequality and injustice.A gr

6、owing call for change from inside the industry has seen the birth of new,industry-wide movements and initiatives,from Ad Net Zero and vibrant coalitions of practitioners focused on learning and conscious creativity,to organisations like Purpose Disruptors raising challenging questions about our futu