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By Simon Sikorski & David Murnick
The Green Media Summit, presented by Sharethrough at the iconic Javits Center in New York City, always promises to be a great opportunity for conversation. But, as Simon Sikorski and David Murnick from our US team discovered, the 2025 event proved to be more than just a gathering – it was a bold step forward in the media and advertising industry’s commitment to meaningful climate action and reignite optimism.
As sustainability continues to rise on the agenda for agencies, brands and media owners, the summit gave attendees a crucial platform to move the conversation beyond pledges and into measurable progress.
One of the most resonant themes of the day was the industry-wide recognition that the time for awareness campaigns has passed.
Panelists called for concrete, scalable strategies to lower carbon emissions across media operations – from production to delivery. Leaders emphasised the power of collaboration, particularly around standardised frameworks and shared accountability.
This also aligns with a growing trend: brands and agencies are now seeking partners who can not only talk the talk but demonstrate real-world emissions reductions. It’s a shift we’re already seeing across our client base at 51toCarbonZero, from Index Exchange’s programmatic emissions analysis to MiQ’s campaign footprinting via Scope3.
Speakers urged the industry to shift the sustainability story from one of crisis to one of opportunity. Rather than painting a picture of sacrifice, businesses were encouraged to embrace sustainability as a driver of growth, innovation, and brand equity. A repeated message echoed throughout the day: net-zero is no longer just a moral obligation – it really is a business imperative, and an opportunity for organisations to lead with competitive advantage.
This sentiment is reinforced by global research: 73% of Gen Z consumers say they would pay more for sustainable products and nearly 3 in 4 investors say they are more likely to invest in a company with strong ESG credentials
As AI becomes increasingly embedded in media workflows, concerns about its energy impact were raised. But the summit also offered a counterpoint: with thoughtful application, AI could optimise media planning, streamline operations, and ultimately lower emissions across the value chain. The key lies in responsible adoption, echoing calls we’ve heard from clients using our AI-driven tools to identify energy-saving opportunities across production and distribution.
The presence of leaders from leading agencies and major media channels on stage sent a clear message: Sustainability is no longer siloed to ESG teams – it’s now core to client strategy and creative delivery. With the Global Media Sustainability Framework gaining traction, agencies are increasingly seeking data-led tools to support their mandates.
At 51toCarbonZero, we’ve seen first-hand how agencies can leverage carbon data to drive commercial success. For example, Tappx used our platform to cut emissions by 33.3% within a year, positioning itself as an industry leader in sustainability and setting the standard for others in the digital advertising sector.
Green Media Summit 2025 marked a significant shift – from ambition to accountability. For those of us working at the intersection of media, technology and sustainability, the message is clear: the future belongs to those who measure, manage, and reduce. That’s why we are proud to be founding sponsors of Green Media Summit, and partner with forward-thinking organisations like Vestey Group, Index Exchange, and Storio Group – to empower businesses to turn sustainability into a competitive advantage.