In this special Cannes Lions episode, Duncan Southgate, Kantar's Director of Creative and Media solutions, is joined by Sebastian Muden, Global Chair of Ad Net Zero. Together they discuss the findings of the ‘Sustainable Behaviour Ad Tracker’ analysis, which found that out of 6,400 ads tested by Kantar clients between November 2024 and May 2025, only 6% include sustainable behaviours.

But a solution is coming. Duncan and Sebastian explore how creative teams can play a crucial role in promoting sustainability. They share positive examples of ads that get it right, weaving creative storytelling with sustainable behaviours to create purpose driven, effective ads. With this benchmark of excellence in mind, Sebastian shares how Ad Net Zero's ‘Every Brief Counts’ initiative provides advertisers and agencies with practical guidance about how they too can seamlessly include sustainable behaviours in advertising, leading to effective, purpose led ads that connect with consumers.

Listen now to discover how you can integrate sustainable behaviours into your ads to build brand purpose, differentiate in your market and become a part of the sustainable marketing revolution.

For more information, read the article co-authored by Duncan and Sebastian here: https://www.kantar.com/inspiration/sustainability/how-the-ad-industry-can-help-sustainable-choices-become-the-norm

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