The lack of participation for this year's Earth Day, an annual event held on April 22 that marks the birth of the modern environmental movement, shows the industry's move away from tactical 'days' or 'weeks' and towards a systemic approach to environmental sustainability.
Overall, many are taking an 'every day' approach to sustainability and not just when a day calls for action.
While initiatives like Earth Day are important to raise the profile of sustainability within the community, a trend towards longer term strategies that are integrated into core business strategy is more obvious, Josh Faulks, CEO of the Australian Association of National Advertisers (AANA), told AdNews.
“We are seeing a move towards longer term commitments to ESG initiatives that are baked into business strategy and built on the belief that doing the right thing for people and our planet is also good for business," Faulks said.
Working closely with other industry bodies, AANA is coordinating an industry-wide effort for sustainability through its Sustainability Council. For example, to tackle greenwashing and environmental claims, AANA is conducting a review of the Environmental Claims Code and implementing industry-wide initiatives like Ad Net Zero.
Chris Howatson told AdNews that Howatson+Company is committed to having a positive impact beyond when a day calls for it.
"This Earth Day, we’re celebrating, as we do every day," Howatson said, "offsetting our carbon footprint by investing in Australian projects, and continually improving ways to reduce our footprint by committing to a reduction of 8% by 2027," Howatson said.
Joel Trethowan, managing director at B-Corp agency Alchemy One, believes that agencies are moving away from such events not due to a lack of importance, but because businesses are understanding that short-term, symbolic actions are 'insufficient' to tackle the intricate, long-lasting environmental issues we confront.
"This transition has led agencies to shift their focus from specific 'days' to investing in and executing substantial, long-term strategies such as b-corp certification, net-zero targets, and decarbonization plans," Trethowan said.
"At Alchemy One, we believe that each day contributes to altering the trajectory of our future."
The IMAA (Independent Media Agencies Australia) used Earth Day as an opportunity to launch 'Green Team', a dedicated group of agency members to drive a more eco-friendly tomorrow, as well as making a financial commitment to Earth Day's Canopy project and funding 20 trees for planting.
Nick Hunter, founder and CEO Paper Moose, said every day is earth day at his B-Corp creative agency.
"In all seriousness, we aren't doing anything specific [for Earth Day] as the business is focused on driving a positive net impact every day," said Hunter.
"Our buy-one-give-one initiative has seen us assist 8 organisations in the last 18 months that are working towards decarbonisation in very real tangible ways."
In line with the industry trend, businesses who threw Earth Day specific events tied them to actual action and education to make a greener community.
Broadcaster SBS celebrated Earth Day with an internal guest panel discussing SBS' ESG strategy and other issues around sustainability. The panel featured general manager and head of digital at Regen Studios Ann Chesterman and director of innovation and impact at Multicultural Leadership Initiative Thuy Nguyen.
In line with SBS' carbon assessments, the event highlighted how the company is continuing to examine its environmental footprint across Sydney and Melbourne offices, continuing to be proactive on strategies to reduce energy consumption, water usage and increase its recycling.
Image via Quyen Tran on LinkedIn.
To align with World Earth Day dentsu held its One Day for Change annual global volunteering event where staff members from across the world can participate in a team volunteer activity around the theme ‘Sustainable World’. The Sydney team got their hands dirty harvesting, composting and planting at the City Farm, which donates all produce to OzHarvest.
Icon Agency’s Melbourne team visited Middle Park Beach to join the BeachPatrol organisation’s clean up for Earth Day. Even though at first glance the beach looked pretty pristine, the group collected a full green bag of trash each, mainly microplastics and bottle caps hidden in the seaweed.
"Taking the time to help keep our beaches and waterways clean was a real privilege," Icon Agency said.
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