Charting a Sustainable Future at the Green Media Summit

Apr 22, 2024

This year’s Green Media Summit marked a significant advancement in the digital media and advertising industry's journey towards sustainability. At New York's Javits Center two weeks ago, Kepler’s team joined industry leaders, climate experts, agencies, and brands — all united by a common goal of reducing carbon emissions.

Sustainability is a key priority for Kepler. Along with the firm’s clients, staff engaged deeply with the day’s programming, including opening remarks from Frank Maguire, VP of Insights, Strategy & Sustainability at Sharethrough, who emphasized the critical role of sustainability in media.

The keynote by Seth Godin, Founding Editor at The Carbon Almanac, explored the intersections of markets, marketing, and sustainability; his insights gave attendees inspiration and practical knowledge on integrating sustainability into their marketing strategies.

Throughout the summit, panel discussions surfaced insights from major players across the advertising spectrum — from media agencies like IPG Mediabrands and Publicis to publishers like Hearst — as they balance emissions reduction with profitability. At the brand panel moderated by Umair Irfan from Vox, executives from L'Oréal, Mastercard, and HSBC explained how their focus on sustainability doesn’t have to come at the expense of profitability.

One of the most anticipated sessions was the announcement by Scope3’s Brian O’Kelley, who introduced a new product aimed at decarbonizing media — underscoring the focus on actionable solutions rather than just theory. And fireside chats, particularly with Josh Murphy, explored the powerful role of storytelling in inspiring action towards sustainability.

The industry urgently needs to set standards for measuring carbon emissions, and a panel brought this issue into focus for those seeking consistency and transparency — while avoiding the pitfalls of greenwashing as they make claims about sustainability. 

And as greenwashing rightfully gets more scrutiny, a session led by experts like Natalia Vega was devoted to best practices for how to effectively convey sustainability initiatives while maintaining trust and authenticity. 

The Green Media Summit provided Kepler and its clients with invaluable insights, networking opportunities, and actionable strategies to enhance the sustainability of their campaigns. As the digital advertising industry continues to evolve, the lessons and connections from this summit will shape a more sustainable future.

The clear message from this year’s summit was that sustainability is not just a necessity but also an opportunity for innovation and leadership in digital media.

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