In an industry-first initiative, The HOOOP Collective, a marketing collective focused on sustainability and circular economy, has partnered with The GoodNet, a global ESG data company, to co-create India’s first ESG Media Index and marketplace; a country-specific framework and metrics that helps brands make every media investment both measurable and meaningful.

This strategic collaboration introduces a new standard for Indian brands, agencies, and media buyers, offering transparent tools to plan and optimise campaigns for both performance and purpose.

From reach to responsibility: A new media standard

The ESG Media Index will empower brands to assess media channels across core environmental, social, and governance (ESG) parameters, integrating carbon footprint, diversity and inclusion, content ethics, and corporate governance into day-to-day media decision-making.

The initiative is powered by GoodIQ, The GoodNet’s proprietary ESG intelligence platform, which evaluates media investments across four essential dimensions:

• Consumption: Carbon emissions, ad supply chain efficiency, and media waste
• Content: AI-based analysis for ESG-aligned narratives and SDG compliance
• Corporate: Publisher governance, ownership structures, and ethical standards
• Performance: Brand lift, viewability, attention metrics, and fraud reduction

As shared by Oliver Deane,co-founder, The GoodNet: "India is a large economy, and one that is increasingly committed to sustainability. We're excited to bring our products to the Indian market, supporting businesses in improving their media performance while also delivering measurable, positive impact for both the planet and society. HOOOP’s leadership has strong experience in the region, and we’re looking forward to building a successful partnership with them."

Arvind Nair, founding partner, The HOOOP Collective, said: "At The HOOOP Collective, we’re not just advocating for better media—we’re building a better system for Indian brands to grow consciously, backed by the right tools, insights, and accountability. The first step toward meaningful climate action is measurement. If we can’t measure the environmental impact of our marketing investments, we can’t improve them. That’s where the ESG Media Index comes in. It enables brands to embed environmental and social responsibility into every impression they buy. Through our partnership with The GoodNet, we’re bringing a globally trusted ESG Index to the Indian market—customised for local needs and realities.

We’re also actively collaborating with industry bodies, agencies, and brand leaders to ensure every impression is measured for climate impact, because what can be measured, can be changed for the better."

What brands can expect:

This partnership offers Indian advertisers and media buyers a robust framework to:

• Evaluate media partners and content creators on ESG metrics
• Access actionable data and benchmarks to guide sustainable media investments
• Shift toward ethical advertising through a curated marketplace of ESG-aligned media platforms

This collaboration underscores both organisations’ commitment to transforming the advertising and media industry into a climate-conscious, socially responsible ecosystem. The official launch is slated for later this year, with pilot projects already underway.

The GoodNet

The GoodNet’s mission is to connect brands with ethical consumers through sustainability media. We offer video, display, and brand partnerships products across a diverse network of ethical publishers who produce content that inspires people to live...

More about The GoodNet »

Powered by PressBox