B Corps Shine in Adland as GARM and Ad Net Zero Launch Carbon Calculator

With Mobsta, an adtech media owner, and Bind Media, a media agency, topping their relevant categories in Campaigns Best Places to Work lists this summer and bringing home numerous regional and national lists and awards between them in 2024, it looks like B Corps are taking their rightful place, topping adland charts.  

The timing of this couldn’t be more significant: a summer packed full of eco-awareness days (from the upcoming World Rainforest Day and Plastic Free July, to the more unnerving Earth Overshoot Day), the launch of GARM and Ad Net Zero’s global framework for measuring media's carbon emissions, and sustainability panels peppering the Cannes Lions season, showcasing just how ripe the industry is for action on its climate responsibilities. And B Corps are happy to be leading the way as digital advertising’s Greenhouse Gas emission levels compare to those of a whole country such as Germany.  

Mobsta’s MD Matt Longley commented, “People and planet are at the forefront of B Corp values. We really are leading the way in the industry and are being recognised for it. As well as our Best Places to Work wins this year which are voted for by our people, we topped four categories in the IPA Digital Media Owner Survey which means we’re doing something right by agencies too. Since starting our greener media journey five years ago, we have reduced our digital product emissions by 75% (based on average tonnes per million impressions). That’s huge! We’ve done this while deepening our understanding of emissions, continuously increasing our product mix offering, and improving performance. Mobsta’s emissions calculator has been industry leading for more than three years. We’ve learnt a great deal over that time and are always happy to share our learnings and what you can do to reduce carbon from your media plans. We now look forward to aligning with the new standards and are excited to see action across the industry.”

Elliot Sheen, co-founder of Bind Media said, “Our values as a business aligned with B Corp's very naturally. "People first" has been our guiding principle since day one, so it's truly humbling to be recognised amongst many peers and on a stage as esteemed as Campaign's Best Place to Work. We are continuously inspired by B Corp community businesses, their passion, and openness to sharing. The GARM & Ad Net Zero framework launch is an opportunity for businesses (of all shapes and sizes B Corp or not) to not only lead the way in measuring and planning to reduce media emissions but also educate their clients and partners on the initiative of standardised measurement. We'll be baking some of these key practices into our way of working and sharing our results.”