News DeskDubai, UAE – The Dubai Lynx festival of creativity, the Advertising Business Group (ABG) has forged a strategic alliance with Ad Net Zero, a global initiative committed to reducing greenhouse gas emissions in the advertising sector. This collaboration marks the inception of a pioneering initiative aimed at decarbonizing the United Arab Emirates’ advertising industry while fostering sustainable behavior change through advertising.
The partnership, announced amidst industry leaders and stakeholders, underscores a collective commitment to position the UAE as a regional hub for driving sustainability within advertising and marketing initiatives across vital industries. By teaming up with Ad Net Zero, the ABG aims to align the advertising industry with the UAE’s net-zero goals and advocate for responsible consumption and production practices.
Ad Net Zero’s launch in the UAE boasts founding supporters including industry giants such as Google, META, Unilever, Group M, MCN, Dentsu, Publicis Groupe, and Omnicom Media Group. Their participation underscores a dedication to championing sustainable leadership and fostering a more environmentally conscious advertising landscape.
Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, emphasized the significance of sustainability, particularly in the wake of the UAE President’s declaration of 2023 and 2024 as the Years of Sustainability and the successful conclusion of COP28 in Dubai. AlShehhi hailed the launch of Ad Net Zero as a pivotal step towards a sustainable future, asserting the industry’s unique influence in driving meaningful change.
Sebastian Munden, Chair of Ad Net Zero, welcomed the expansion of the initiative into the UAE, highlighting the ABG’s commitment to sustainability as a crucial milestone. Munden stressed the importance of fostering citizen behavior change at scale, echoing discussions held at COP28 in Dubai and emphasizing the urgency of adopting globally connected, sustainable advertising practices.
The ABG’s comprehensive sustainability agenda, unveiled recently, aims to empower the industry to mitigate its negative environmental impact by addressing advertising emissions and content. The agenda focuses on emissions reduction, closing knowledge and skills gaps, and combating greenwashing practices.
Leyal Eskin, Vice President and Head of Personal Care Business GCC Countries at Unilever, and Chair of Advertising Business Group, lauded the alliance with Ad Net Zero as a pivotal moment in driving environmental sustainability in the UAE advertising industry, aligning with the country’s net-zero commitment.
The initiative calls upon companies within the advertising and marketing industry to become Ad Net Zero supporters, committing to a five-point action plan to achieve net-zero greenhouse gas emissions. Guidance and support will be provided to facilitate the transition, emphasizing the industry’s collective responsibility for a sustainable future.
With a shared vision of a decarbonized advertising sector, the partnership between the ABG and Ad Net Zero heralds a new era of sustainability in the UAE’s advertising industry, setting a precedent for responsible business practices and positive environmental stewardship on a global scale.
