Environmental awareness appears to be on the rise in the marketing industry, with the news that the DMA has become the latest sponsor of the Green Awards, whilst Euro RSCG is aiming to become the first carbon-neutral agency network.

This follows member agency Skybridge’s successful migration to carbon-neutrality, in an initiative led by CEO John Hackney.

The DMA joins a diverse range of sponsors in supporting the Green Awards, including London Transport, Friends of the Earth, The Corporation of London and Asda. The event was designed to encourage creative work that communicates sustainability, and to have corporate social responsibility issues included in the creative process. It is organised by marcoms agency Satellite.

Hackney of Skybridge claims carbon neutral status will have a range of benefits for the agency. “We were increasingly being asked by clients about our environmental policy in RFIs [requests for information], and felt we could build this into our product offering,” he expains. “We were also moving offices, and we realised we could improve our carbon footprint.”

Hackney explains that attaining neutral status was relatively easy for an agency, which does not produce the same volumes of carbon as other industries. The move has come has part of a broader approach to environmental issues across the 100-strong agency, including recycling and energy efficiency measures.

The remainder of Euro RSCG in the UK (including KLP and EHS Brann Discovery) has committed to becoming carbon neutral, and the process of compliance is underway, working with consultancy CarbonNeutral Company. Attaining neutral status requires a company to trade carbon with investment in oxygen production programmes or other green initiatives.

Hackney denies that the interest surrounding carbon is a fad, suggesting it will inevitably rise up the marketing agenda. “I had one client who was very cynical about it, until I pointed out the corporate social responsibility objectives contained in his company’s annual report. Being environmentally aware makes good business sense.”

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