by Caroline Sheedy on 8th Jul 2026 in Video Interviews

In this episode of A Coffee With... Laura Wade, sustainability lead at ISBA, joins ExchangeWire's John Still over a rooibos earl grey to chat all things sustainability in advertising.

Sustainability remains a core commercial and strategic imperative in advertising. However, the industry shows an action-value gap, calling for a reframing of responsibility as evidence-based commercial value to drive adoption. Effective communication should move beyond overt green claims to align with community needs and campaign effectiveness, avoiding greenwashing and greenhushing.

AI must be designed and used ethically to tackle complex sustainability challenges, supporting better decisions rather than amplifying legacy inefficiencies. Overall, the path forward requires industry‑wide collaboration to build resilient, innovative, and commercially viable models in a net zero world.

State of Sustainability in Advertising

82% of ISBA members have verified science-based net zero targets, with others adopting sector-led or broader sustainability goals. Businesses view sustainability as essential for resilience and innovation. Yet, the industry shows cognitive dissonance, privately acknowledging its importance while deprioritising it in public discourse.

Laura attributes reduced public advocacy to geopolitical headwinds and the complexity of transparency, information integrity, and redefining success beyond campaign metrics to societal impact. These entrenched issues make sustainability easy to shelve in favour of shiny topics like AI, even as climate and biodiversity crises define the industry’s operating context.

Commercial Opportunity & Greenwashing

ISBA has launched The Business Case for Responsible Media, which reframes responsibility beyond a moral imperative to a commercial one. Practices spanning inclusion, sustainability, brand safety, data governance, and AI should be positioned as future-fit capabilities grounded in evidence. Recognising commercial opportunity can drive short-term waste reduction, mid-term correction of unhealthy incentives that erode the media ecosystem, and long-term innovation and viability in a net-zero world.

Although sustainability messaging resonates with consumers, greenwashing and a lack of transparency has led to confusion and distrust. Brands invest in behind-the-scenes improvements to satisfy investors and stakeholders, yet struggle to communicate in ways consumers find relevant and trustworthy. Instead of making overt sustainability claims, briefs should be focused around community needs and subtle cues within broader communications.

AI’s Role and Risks in Sustainability

Many current AI applications fall short on ethical and environmental standards. As organisations retain agency in tool design and use, adoption should align with values and be purposeful rather than part of an indiscriminate arms race. AI should be utilised to help navigate complex data to support better decisions, and not simply for superficial productivity.

There is also a risk of AI "supercharging the status quo" by accelerating ineffective practices globally. Laura agrees, saying the status quo is boring and only benefits the few. The industry must be creative and pioneering, using AI to challenge norms rather than entrench them, thus driving meaningful innovation and sustainability outcomes.

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