The impact of sustainability in production
Starting or maintaining a sustainable approach to production can feel daunting but, says Carly Stone, Founder and MD at Planet Positive Production, it doesn't have to be. Small changes alongside a big effort can make a lot of constructive noise.
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Sustainability is a term with varied connotations in the production industry. For some, it is ingrained in work culture and daily decision-making. For others, it can feel like a burdensome obligation or an overwhelming challenge to integrate into their organisations.
The advertising industry still has significant room for improvement in education, alignment and action.
The journey to launching Planet Positive Production, my consultancy focused on sustainable practices, combined my extensive production experience with research involving associations, production companies, brands, HTVs, sustainability leaders and procurement professionals.
What it revealed is that the advertising industry still has significant room for improvement in education, alignment and action.
Above: Though carbon calculations can be vital, sustainable development needs to go beyond these metrics.
Beyond metrics; a holistic approach to sustainability
Sustainable development in production goes beyond carbon calculations, though these are vital for measuring, tracking and improving environmental impact. The B-Corp framework, despite recent debates about its value, offers a strong foundation with its focus on integrating planet, profit and people.
The political landscape of early 2025 has been turbulent for sustainability efforts.
Production companies should consider following these principles as a guide to future-proof their businesses, thereby attracting talent, clients and investors while aligning with evolving consumer habits. This is an undeniably pivotal time in the world. Ask yourself; is this such a bad place to be with your organisation?
Navigating challenges in 2025
The political landscape of early 2025 has been turbulent for sustainability efforts. Rollbacks on DE&I initiatives and environmental legislation — alongside increased fossil fuel sourcing in the USA — pose challenges. However, optimism persists among sustainability advocates. A recent PwC Pulse Report encouragingly found that 80% of companies are maintaining or increasing their sustainability investments, signalling that CEOs remain committed to their goals.
Above: Implementing sustainability initiatives takes time and resources, which production teams often lack.
Leadership and resources: keys to sustainable change
Achieving lasting change requires leadership from the top. Clear company values and comprehensive staff training are essential. Yet, many organisations struggle with ineffective approaches such as distributing policy booklets or adding sustainability tasks to already stretched workloads. Proper implementation demands time and resources, which production teams often lack amidst tight schedules and deliverables.
Proper implementation demands time and resources, which production teams often lack amidst tight schedules and deliverables.
Brands investing heavily in sustainability face compliance deadlines. To meet these challenges collectively, production companies must be adequately equipped and funded to embed sustainable practices effectively.
Generational shifts and industry progress
Start-ups led by Gen Z have embraced sustainability as a core principle of success for humanity — a trend likely to accelerate with Gen Alpha's influence. However, many industry discussions still focus on surface-level issues like plastic water bottles. While waste reduction is an important step up the progressive ladder, the next steps involve carbon reduction, inclusivity and profitability.
What would a future advertising industry look like where sustainability is not an add-on but part of company culture? Where businesses thrive while doing better for the planet?
Above: Industry discussions around sustainability often focus on things like reducing plastic waste, and while this is important, future issues revolve around carbon reduction, inclusivity and profitability.
Legislation and industry collaboration
Mandatory legislation could provide a clear framework for aligning sustainable practices across the advertising supply chain. Other industries offer examples; architects have established guidelines through ARB mandates and RIBA competency tests in climate literacy.
Sustainability must evolve from being a burden into an opportunity for growth — a shift that benefits both businesses and the planet.
The advertising industry — with its global reach — could create a ripple effect by adopting similar standards. The collective impact cannot be underestimated as an industry with communication at its forefront, yet it still seems far from the day-to-day considerations and actions across our highly influential business sector.
Starting small but thinking big
Improving production practices doesn’t have to be overwhelming. Setting small goals and encouraging staff input can drive meaningful progress. Sustainability must evolve from being a burden into an opportunity for growth — a shift that benefits both businesses and the planet.
