Practical Guides for More Sustainable Ad and Event Production

Consider this: the carbon footprint of the internet and data centers now surpasses that of airlines, and with the rapid rise of AI, this footprint could double by 2030. Every move we make, from photoshoots to media bids and live events, impacts the planet.

Given this reality, it’s critical for all of us—from event professionals to company leaders—to ask: How can we practice sustainable production in creating our ads, marketing campaigns and physical events?

Here are a few resources that provide some practical guidance.

Sustainable Events Starter Guide

Planning sustainable events can feel overwhelming. The Ad Net Zero US Action 4 Events & Awards group, in collaboration with the non-profit isla, has created the Sustainable Events Starter Guide to streamline this process. This guide offers clear guidelines and practical advice on planning and executing events with sustainability in mind.

It covers essential steps, explains why they matter, and offers strategies to overcome common challenges. Whether you’re new to sustainable practices or looking to enhance your current approach, this guide delivers insights backed by key statistics and case studies to help you gauge the impact of your efforts.

Sustainability Training

Sustainability isn’t just about events—it’s crucial to consider every aspect of production. The Sustainability Training is a free resource designed to equip advertising professionals with the knowledge and tools needed to measure and manage the carbon footprint of their projects.

Featuring comprehensive training videos and the Production Emissions Calculator, AdGreen provides the skills necessary to make eco-friendly decisions throughout the production process, ensuring sustainability is a priority at every stage.

Sustainability the Shorty Way

Here at the Shortys, we are taking concrete steps on sustainability to signal and inspire more positive changes. A few examples:

Shift Metrics to Prioritize Impact: The 9th Shorty Impact Awards intentionally removed engagement as a separate criterion, judging campaigns based on how well they achieve their respective goals rather than just impressions and clicks, which could drive unsustainable practices.
Inspire Through the Work: All entries, including those in Environment & Sustainability and similar categories, are published on our website without a paywall, making them accessible to a wider audience.
Reduce, Recycle and Reuse: We’ve significantly cut down on single-use items at live events to reduce waste during the production process.
Source Locally and Sustainably: We prioritize local vendors and talent to minimize transportation emissions. We also partnered with EthicalSwag for sustainable branded merchandise, distributing it only to those who find it useful.
Operational Efficiency: We've made improvements across operations, like reducing waste in catering, trophy production, and shipping—for instance, removing red meat from our event menus.

Embracing sustainability in events is a shared responsibility, and it starts with making informed choices. By utilizing resources like the Sustainable Events Starter Guide and Sustainability Training, we can all take meaningful steps toward a more sustainable future.

We’d love to hear about and amplify your best practices. Consider entering your work into our 9th Shorty Impact Awards, especially in the Environment & Sustainability and Event & Experiential categories. Or, drop us a note with additional resources you’d like to share with the Shorty community.