CANNES – The media-buying decisions of advertisers collectively have a big effect on how consumers receive information about the world around them. The Global Alliance for Responsible Media, a cross-industry initiative established four years ago by the World Federation of Advertisers, has sought to help marketers make more informed decisions about their media-buying strategies.

Amid the fanfare of the Cannes Lions International Festival of Creativity, GARM announced a collaboration with industry group Ad Net Zero to raise awareness about ways to reduce the carbon emissions from advertising and marketing activities.

“The next plank of responsibility is sustainability,” Rob Rakowitz, co-founder and initiative lead at GARM, said in this interview with Beet.TV contributor Michael Shields.

Amid the misunderstandings and conflicting opinions about sustainability, GARM and Ad Net Zero worked together to create a guidebook for the advertising industry on the ways it can do something positive about climate change.

“We’ve created a quick-action guide — it is a list of 10 voluntary steps that a media leader can take in order to reduce the greenhouse gas emissions of a paid media campaign,” Rakowitz said. “It cuts across everything from sort of media planning and buying tactics all the way to looking at sort of your sustainability efforts of your partners.”

You’re watching coverage of the Sustainability & Responsible Marketing Summit at Cannes Lions 2023, presented by Adlook & Sharethrough. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.