GroupM Australia reveals it has planted a tree for every employee in a new sustainability initiative


• The initiative is part of Alpha, the company’s new sustainability strategy in Australia

GroupM Australia has revealed its latest internal sustainability initiative.

As part of National Tree Day, on July 31, the media investment company announced it has planted a tree for every single employee in GroupM Australia, as part of Alpha, its new sustainability strategy in Australia.

“That’s more than 1000 trees which will help reduce the carbon in the atmosphere as the trees mature,” the statement on GroupM’s LinkedIn said.

It continued: “We’ve also started planting a tree for every new employee that joins all our agencies and media businesses as a small gesture of our commitment to leaving a better planet for the next generation – Generation Alpha.”

Alpha – the company’s sustainability strategy in Australia – represents GroupM’s commitment to shaping the next era of media for future generations of Australians.

Generation Alpha is the current generation of kids born before 2025, who will become the largest generation ever.

The partnership will establish GroupM as the first agency holding group in Australia to offer carbon offsetting and climate-positive activities across Display and Online Video.

Last week, GroupM, has announced that its agencies – Mindshare, Wavemaker, MediaCom and Essence – took another important step to decarbonise the programmatic media supply chain in Australia.

The agencies partnered with Good-Loop, a B Corps-certified advertising platform, to measure, offset and reduce the carbon cost of clients’ digital campaigns.

See also: GroupM partners with Good-Loop to decarbonise the media supply chain

The market-first digital sustainability initiative is designed to reduce the environmental impact of clients’ media spend and help make advertising better for the planet.

It builds on GroupM’s recent announcement of an innovative, new global framework for measuring and reducing ad-based carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.

The launch partners for the partnership include Volvo, NAB and Foxtel. The partnership between GroupM and Good-Loop will mean the implementation of Good-Loop’s Green Ad Tag in GroupM’s programmatic activities for Display and Online Video.

In the first stage, this allows GroupM to measure and offset the impact via Carbon Credits. In addition, clients have the option to go beyond carbon offsetting by supporting climate-friendly activities, including reforestation, habitat protection and coral reef restoration.

To Top