Net Zero vs. Planet Positive: rethinking sustainability goals in advertising

Net Zero focuses on balancing carbon emissions through reductions and offsets. While this approach minimizes harm, it doesn’t tackle the broader environmental challenges of biodiversity loss and ecosystem degradation.

Planet Positive, by contrast, aims to leave the planet better than we found it.

This means actively regenerating natural systems—reforestation, coral restoration, and biodiversity enhancement—while addressing carbon emissions.

Advertising can embrace the Planet Positive approach by integrating nature restoration into its core practices. From powering campaigns with renewable energy to funding conservation projects, the industry has the potential to move beyond neutrality and become a force for regeneration.