Simple Sustainability Ideas for PR Agencies

PR agencies wield serious influence, but how can you use it to drive real climate impact? Here we reveal the proven actions that leading agencies are taking, highlight which ones actually save money whilst reducing carbon and give you some ways to get started quickly.

Why PR Agencies Cannot Wait  

PR agencies and marketers wield influence not just within their own businesses, but through every campaign they create for clients. It's a power that comes with significant environmental impact - advertised emissions (the carbon generated from increased sales driven by marketing) are estimated at over 200 million tonnes annually in the UK alone.

As PR agencies are discovering they have a larger environmental footprint than they realised, it's also true there's a greater opportunity to drive positive change - and profit from it.

The business case is compelling: major clients increasingly demand sustainability credentials from their agency partners, operational efficiency measures deliver immediate cost savings and 63% of young creatives are uncomfortable working on high-carbon clients. Agencies that move decisively are gaining competitive advantages, while those that hesitate risk being left behind.

There are encouraging signs of collective momentum. Over 100 agencies have committed to Ad Net Zero, pledging to reach net zero emissions by 2030, pledging to reach net zero emissions by 2030. Yet with such significant influence over public conversations about climate change, the industry is still working out how to wield this power responsibly.

Most popular actions PR agencies are implementing

Our sustainability experts have analysed hundreds of transition plans and worked directly with PR agencies to create their carbon reduction plans. Through this research, we've identified the most popular actions agencies are implementing. One of the most common blockers we encounter is cost, but many of these actions actually deliver financial savings alongside environmental benefits. Here are some of the most popular:

Client & Campaign Impact

• Initiate a client environmental review process - align with clients whose values match yours
• Get sustainability stories into PR - use your reach to inspire others into action
• Ensure promotional video production is sustainable using practical checklists

Industry Collaboration

• Join key initiatives in the media and advertising sector
• Collaborate with other agencies on shared sustainability goals

Operations & Efficiency

• Implement energy - efficient IT policies
• Transition to renewable energy sources
• Establish sustainable travel and remote work policies

These are just a snapshot of what's possible. Our platform contains 600+ actions, so there are always new opportunities to discover that align with your specific goals and priorities. Here are some of the most popular actions we've seen PR agencies implement, organized by theme - with many offering real cost savings alongside environmental impact.

Popular actions implemented by PR agencies by theme and cost-saving potential

Every firm will have a unique pathway depending on their operations, client base, and culture. The breadth of potential actions across these nine themes shows numerous entry points for any agency to begin their sustainability journey. There are two complementary types of interventions: direct decarbonisation actions (from small operational improvements to transformative changes) and enabling actions that shift mindsets and drive engagement.

For PR agencies, employee engagement and sustainable travel are particularly crucial given their people-centric model, whilst client engagement actions offer the most transformative opportunities. Many actions also deliver clear cost savings, strengthening the business case.

How industry leaders are tackling sustainability

While working primarily with SMEs, we track what industry leaders are doing to identify trends that smaller agencies can adapt. Their approaches provide valuable insight into emerging trends and highlight the actions that forward-thinking agencies are prioritising as they work towards their net-zero commitments. 

Dentsu Group Inc.

• Implemented a renewable energy transition program to power operations with renewable electricity through tariffs and certificates
• Launched "One Day for Change," a global volunteer program where employees cleared tons of waste
• Became a founding member of the AdGreen Initiative to reduce advertising production environmental impacts

Interpublic Group

• Required all new office buildouts to meet LEED certification standards for energy efficiency
• Revamped business travel policies with CO2 tracking tools to balance in-person needs with emissions reduction
• Launched a supplier engagement program to collect ESG data and reduce emissions
• Provided comprehensive sustainability training for employees including environmental policy in onboarding

Publicis Groupe

• Developed the A.L.I.C.E platform as an internal carbon calculator for client projects  
• Launched a program to eliminate single-use plastics company-wide and replace with recyclable alternatives
• Implemented energy-efficient IT equipment and established a "Switch Off" policy encouraging employees to power down equipment
• Invested in forest conservation projects for carbon offsetting

WPP

• Consolidated offices into energy-efficient campuses to reduce building footprint
• Launched an omnichannel media carbon calculator that measured thousands of campaigns
• Commissioned detailed supply chain carbon mapping to identify key suppliers for emissions reduction
• Formed a net zero leadership group to drive carbon reduction across major emission sources
• Implemented office initiatives to reduce single-use plastics including removing under-desk bins and providing reusable containers

Edelman

• Purpose-driven client climate campaigns that helped a growing number of clients develop climate-related campaigns including regenerative practices and food waste reduction
• Established board-level climate and sustainability committee that reviews progress quarterly
• Celebrated Earth Day with week-long local and global activations focused on environmental justice and biodiversity
• Sustainable employee commuting incentives including bus, rail and bike vouchers 
  

If you are a PR agency looking to uncover the actions that are most relevant to your business, then get in touch to find out how Giki Actions can help you. Book your 60-minute assessment here.