Every Month Is Earth Month: turning awareness into action with John Osborn

When Lauren Burke, founder and CEO of Ljs Advisory, sat down with John Osborn for a conversation during Earth Month, the timing couldn't have been more perfect. As the U.S. Director of Ad Net Zero — a global initiative focused on reducing the carbon impact of advertising— John has a front-row seat to how this industry is grappling with climate change and, more importantly, how it's beginning to take action.

A purpose-driven path

John's story at Ad Net Zero didn’t begin with a mission to overhaul marketing or lead a climate-forward movement. What he brought instead was curiosity, concern, and a deep understanding of the marketing ecosystem.

He also had perspective. After decades in leadership roles at Omnicom, including CEO of OMD and key positions at BBDO, John had seen the scale and influence of advertising up close. And during his longtime involvement with the American Red Cross, he saw another side: the mounting impact of natural disasters.

“I’m not a rocket scientist, but I noticed that the frequency and the severity of weather events was increasing — tornado outbreaks, hurricanes, or even wildfires. This plays a major role in disrupting supply chains and how business gets done,” John shared. 

That moment of recognition turned a personal interest into a professional imperative. Today, John helps an entire industry look inward at its sustainability practices so it can move forward toward net zero.

The birth and mission of Ad Net Zero

At its core, Ad Net Zero is not just about measurement and metrics —it's about movement. The organization emerged from the UK's Advertising Association with a simple but powerful mission: help marketers reduce carbon emissions across the entire advertising supply chain. 

"We think of sustainability not just as a noun but as an adjective," John explained. "Our job is to help companies drive more sustainable business results in the long term."

Ad Net Zero supports companies through education, best practices, tools, and —perhaps most importantly —flexible entry points. Their work isn’t just for those already deep into climate strategy. They meet companies wherever they are in their journey. Whether they're just beginning to understand their carbon footprint or deep into the weeds of measurement and management, there's a place for them in this journey. 

"We help all comers, regardless of where they are in their journeys, as they focus on trying to measure, manage and ultimately curb carbon emissions," said John.

Measuring what matters

One of the biggest hurdles for brands and agencies looking to reduce their environmental impact? They often don't know where to start. That's where Ad Net Zero comes in.

"You can't really know what to improve until you get a baseline," John said. "You need a foundation." Just like tracking calories, understanding emissions becomes more manageable once you know where they come from. This clarity empowers companies to take control of their environmental impact.

Ad Net Zero makes it easier for companies to begin measuring carbon emissions in production, media, events, and beyond. For example, in production, emissions might come from travel or resource-heavy setups. In media, emissions can be tied to inefficient ad delivery or bloated supply paths. Once these areas are understood, they become metrics you can reduce and optimize — just like any other KPI.

To guide that journey, Ad Net Zero has developed a five-point action plan. This internal compass directs how they support the marketing industry:

1. Science-Based Targets & Operations- Companies set baselines and align around credible, science-based goals that shape their broader sustainability roadmap.

2. Sustainable Production- Measuring emissions during the creation of marketing content —whether it’s travel, energy use, or production scale —is critical. This is often the first area companies begin to assess and address. Ad Net Zero offers best practice guides and calculator platforms, like AdGreen.

3. Media Planning & Buying- With working groups spanning digital, broadcast, print, cinema, audio, and out-of-home, Ad Net Zero is helping the industry develop consistent carbon measurement algorithms - so everyone can work from a shared foundation.

4. Event Management- Events mirror the challenges of production, but with their own unique footprint. Ad Net Zero offers tools like Trace, developed with Isla, to help companies benchmark and reduce emissions at every touchpoint.

5. Sustainable Behaviors- The final action zooms out to consider how sustainability shows up in market - encouraging brands to understand, influence, and ultimately align with evolving consumer values and habits.

   
   

Not every company tackles all five at once - and that’s the point. The path is meant to be flexible, approachable, and rooted in progress over perfection.

Cleaner media, smarter tech

Media, especially digital media, is one of the biggest culprits of invisible emissions. From programmatic inefficiencies to server energy use, the impact adds up quickly.  “Take digital media, given how fast it rose up as a marketing lever, and so there is some inefficiency built into today's model. Now you're starting to see a lot of innovation and cleaner pathways because companies are focused on reducing waste,” John explained. 

That includes new platforms and tools that streamline targeting, reduce waste, and cut down on unnecessary ad delivery. With nearly complete standardized algorithms across media types Ad Net Zero is laying the groundwork for consistent carbon tracking. Once these baselines are adopted, companies can optimize with their own “secret sauce,” but everyone will be starting from the same foundation.

The AI conundrum

No conversation about the future of marketing is complete without addressing AI. And in John's view, it's both a risk and a reward.

AI can increase emissions through data center energy consumption and cooling requirements. However, it also offers a major opportunity to streamline creative development, media planning, and even carbon optimization.

John believes "AI is going to be a friend, and I think it's going to help us drive to a quicker solution through all of this complexity in the long run." The key? Using AI thoughtfully and strategically in a sector still learning how to balance innovation with environmental responsibility.

Empowering employees to take the lead

While Earth Month highlights sustainability, companies should consider this a year-round commitment. One of the most exciting shifts John sees? Employee-driven sustainability.

From green teams to beach cleanups, many companies are weaving these values into their culture. “It's an opportunity for companies to connect with employees' personal interests.” John has seen firsthand how those small, passionate efforts add up — "We're all a work in progress." It's also where champions matter. Whether it's a C-suite executive or someone reminding folks what goes in which bin, culture is shaped by those willing to speak up and take ownership.

Ad Net Zero is often called in to help support those efforts — offering toolkits, case studies, and a sense of community. Companies are complex, and frequently, sustainability lives in one silo, media in another, and marketing in yet another. Ad Net Zero helps build bridges between these groups, encouraging collaboration rather than confusion.

When employees feel like their values align with their company's actions, retention improves, as does morale. Sustainability becomes less about top-down change and more about grassroots energy.

An invitation for real change

Throughout the conversation, John came back to a single message: Ad Net Zero is here to help. 

They're not interested in finger-pointing. They're not activists. They're collaborators and educators, and they exist to support. "Our encouragement has no boundaries." Whether you're ready to overhaul your media plan or just want to start measuring production emissions, the door is open.

To wrap the conversation, John shared one of his favorite real-world examples: the Metro North train app. It includes a carbon calculator comparing emissions from train travel versus solo driving. "If the Metro North has a consistent framework and a calculator that allows me to track my own carbon usage, I have no doubt that, yet again, the advertising industry can show the way forward." 

And with Ad Net Zero providing a space for companies to be their most sustainable selves — and John offering help to anyone who asks — that future feels a little more within reach.

Watch the full interview for a deeper dive into his journey, the Ad Net Zero mission, and how every company — no matter where they are in the process —can take meaningful action.

_______________________

We have only scratched the surface on the topic of sustainability in the marketing and advertising industry. Continuing with our “every month is earth month” theme, we are bringing on an Ljs client whose mission is to help advertising companies build and implement sustainability strategies. From attracting talent to unlocking new revenue opportunities — sustainability opens many doors for companies willing to do the work, and this company does the work with a steady hand and expert guidance. Stay tuned for what’s next in our sustainability series.