AdGreen, the joint industry initiative which aims to reduce the negative environmental impacts of ad production, is calling for more companies to make simple operational changes that could save the sector millions without compromising creativity.
The AdGreen’s 4th Annual Review showcases data from 2025, and reveals both the growing scale of carbon measurement across advertising production, and the significant, largely untapped opportunity to reduce emissions and costs across the industry.
In 2025, advertising companies using AdGreen’s Carbon Calculator measured 20,504 tonnes of CO₂e across 2,295 wrapped productions – equivalent to the annual footprint of over 1,700 UK citizens.
But while this marks continued year-on‑year growth in terms of productions measured, the report makes clear that this represents a fraction of total industry production, underlining the need for far wider adoption.
AdGreen global director Jo Fenn said: “What’s exciting – and challenging – is that this dataset shows us both progress and potential. The industry is measuring more production activity than ever before, but we know we are still only seeing a small part of the picture.
“There is a huge industry-wide opportunity here. Every additional production measured unlocks opportunities to reduce more emissions and save more money, without compromising creativity.”
AdGreen’s analysis of real production data with shoots (which contributed the vast majority of the dataset and CO2e) shows that even simple, and relatively small changes to how advertising is produced could have reduced 2025 emissions by 29% overall, equivalent to 5,828 tonnes of CO₂e – without changing creative ambition or output.
Crucially, many of the biggest carbon reductions also come with significant financial savings, including people transport (flights), which is the single largest source of emissions.
Reducing business class flight kilometres by just 50% would have the biggest effect, cutting overall emissions by 21%, while delivering substantial savings on flights, accommodation and per diems.
Meanwhile, reusing just half of newly purchased hard drives would have avoided 355 tonnes of CO₂e in 2025 – and saved the industry nearly £900,000 in hardware costs.
There are also savings to be made from catering, equipment transport and generators. Straightforward swaps, from removing beef from menus to switching generators to HVO fuel, deliver double digit percentage reductions at activity level, usually at no cost to the production.
Together, these changes point to a clear conclusion that measuring production activity can help to better manage and reduce costs, not just CO₂e.
The Annual Review also celebrates AdGreen’s 2025 “superusers”; the 80 companies leading the industry by embedding carbon measurement into everyday production decisions.
Recognised across categories including brands, creative agencies, production consultancies, in‑house teams and production companies, this year’s superusers include organisations such as Diageo, Mastercard, Channel 4, L’Oréal Groupe, VCCP, Saatchi & Saatchi, Precious, Murphy Cobb, Ecoscope, WPP Production, Omnicom Production, Publicis Production, Lowkey, Outsider, Merman, Locate Productions and Biscuit Filmworks, among many others.
Rather than rewarding solely those organisations creating the projects that went on to be included in last year’s dataset, AdGreen’s updated Superuser recognition highlights all organisations who have been a part of these ‘Final Footprints’, highlighting that measurement – and meaningful reduction – is a collaborative effort.
With new features such as Early Insights, and the introduction of AI usage measurement, the Carbon Calculator now enables teams to compare creative options before budgets are locked, helping brands and agencies align sustainability, cost control, and delivery.
Fenn concluded: “This data proves that lower carbon production is often simply better production. The more projects that are measured, the clearer and more commercially compelling the picture becomes.”
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