Havas Media Group has launched a new sustainability marketplace in the UK that finds ways for clients to invest in ethical and responsible advertising.
Brands signing up to the marketplace will be offered access to publishers and networks that are focussed on building a sustainable media ecosystem, spending around sustainability-oriented content, and reaching audiences who engaged with sustainability issues.
In order to be part of the the sustainability marketplace, clients and partners are asked to have pledged to making positive changes for society and the planet, and should ideally be committed to becoming a B Corp.
Participating partners must pledge to abide by the Conscious Advertising Network’s manifestos.
Existing Havas Media Group UK clients EDF, Giffgaff and O2 are the first brands to sign up to the sustainability marketplace, while PubMatic, Good Loop, The Guardian and TripleLift are all confirmed as partners for the proposition.
Simon Bevan, chief investment officer at Havas Media Group, said: “At a time when many businesses are increasingly focussed on doing the right thing for society and our planet, we felt it was important to offer our clients a way to make a positive impact by investing in more meaningful media, giving them easy access to partners and audiences that share a sustainability agenda.
“We hope to lead the way in making our industry more ethical and helping brands to meet their sustainability commitments.”
The launch is part of the agency group’s commitment to make a “meaningful difference to brands, businesses, and people”, and its mission to understand the most “Meaningful Media”— the media channels, moments, and brands that really move consumers to action.
It follows the launch of Havas Media’s social equity marketplace in the UK in August 2020, which is supposed to offer advertisers an easy and effective way to support underrepresented groups through digital media spend.
Havas Media Group became the first global holding company to join the Conscious Advertising Network, last October. Earlier this month, Havas also became a founding member of the #ChangeTheBrief Alliance – a partnership between agencies and clients which aims to directly address the challenge of the climate crisis by promoting sustainability via every channel available to them.
