The climate change strategy from the Advertising Association’s Climate Action Working Group is to reduce emissions in line with climate science, and to achieve real net-zero on the Science Based Targets initiative 1.5C cap trajectory to 2050, but on an accelerated path to do so in this service industry by the end of 2030. In brief this entails:
- Setting a science-based target aligned to limiting global heating to 1.5C
- Achieving this target through energy-saving strategies, decarbonisation of energy supplies, and reductions in emissions from business travel
- To declare net-zero, all unavoidable residual emissions must be physically removed through carbon dioxide removal measures such as direct air carbon capture and storage (e.g. Carbfix via Climeworks), afforestation and reforestation, land restoration and soil carbon sequestration, enhanced weathering and ocean alkalinisation
- We encourage investments in sustainable development and carbon offset projects that contribute to a low carbon and sustainable global future; however these cannot be used in carbon accounting to negate residual emissions since studies have shown that 73% of carbon offset projects supplying Certified Emissions Reductions (CERs) do not remove the quantity of carbon that they claim to – and there are offset projects that, although environmentally and often societally positive, are not removing any atmospheric carbon at all. Therefore, using offset projects and carbon credits in order to make a declaration of net-zero is potentially misleading, and should be avoided.