While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media.
ITV is working towards its net-zero targets using 2019 as a baseline, aiming to reduce emissions it controls by 46.2% and those it influences by 17% by 2030, and all emissions by 90% by 2050. The broadcaster’s first Climate Transition Plan details the steps needed to meet its validated long- and medium-term goals, as endorsed by the Science-Based Targets initiative (SBTi). (p.8)
Our position as the leading commercial broadcaster in the UK gives us a significant opportunity to help create positive change through the brands we advertise. We can do this by promoting sustainable lifestyles through innovative partnerships with sustainable brands, and by considering the carbon impact of the products and services that we advertise. ITV has commissioned a piece of research called The Greenprint which provides best practice techniques to increase the impact of the messaging for sustainable products and services. As a member of Ad NetZero, we are working with brands, agencies and other media owners to shape a more sustainable future for advertising. It is a growing conversation that is critical as we shift to a greener economy, and we look forward to increased collaboration across the sector in coming years.
ITV on promoting more sustainable consumption through advertising (p.14)
Objectives
ITV’s Climate Transition Plan outlines five concrete objectives and examines external factors shaping its strategy. It identifies crucial areas to watch, such as improvements in digital connectivity to enable remote production, advancements in battery technology, access to better-quality data, supplier commitments, shifting audience behaviours, and industry collaboration and policy changes. These emerging trends are seen as vital for driving progress.
ITV is also exploring opportunities presented by the net-zero transition, such as enhancing audience perceptions, generating revenue through alignment with net-zero brands, and reducing costs by adopting low-carbon innovations.
ITV is uniquely positioned to accelerate the transition towards a low-GHG emissions and climate resilient economy. We have the opportunity to do this by positively supporting our audiences through our content, promoting sustainable consumption and products through advertising, and by working with our suppliers to shape the transition across the creative industry.
ITV on accelerating the transition (p.13)
Core pillars
The plan covers a variety of key components and is structured around six core pillars:
- Operations: transition all ITV buildings and vehicles to net-zero emissions and implement renewable energy solutions, such as solar panels on the Emmerdale barn.
- Value chain: extend sustainability efforts across the production, broadcasting, and streaming supply chains and engage suppliers to adopt sustainable practices.
- Internal culture: encourage all employees to contribute towards the net-zero goals, by providing training and resources to support a sustainability-driven internal culture.
- Engaging audiences: integrate climate-positive content across the platforms, feature environmental themes, leverage commercial partnerships to promote sustainability.
- Climate resilience: implement risk management processes and use scenario analysis to develop strategies to adapt to a net-zero economy.
- Industry transformation: collaborate with counterparts to drive the industry’s transition to net-zero emissions and exchange on best practices and innovations to foster a sector-wide shift towards sustainability.
ITV’s Climate Transition Plan offers a comprehensive overview of guidelines for achieving net-zero emissions that also works as a strategic framework to future-proof the business against climate risks. By taking a proactive approach to addressing climate change, the ITV Climate Transition Plan promotes a socially responsible corporate mindset setting a precedent for the other players and showcasing leadership in sustainability within the media sector.
Source: egtaknowledgehub.com
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