Ad Net Zero, a climate action programme for the advertising industry has appointed Dr Bill Wescott as the lead climate science and policy advisor for its advisory group.
In his new role, Wescott will chair the Climate Science Advisory Group and will also ensure that the organisation’s programme follows best practice guidelines climate science, policy, and regulation.
His remit will chiefly revolve around helping the ad industry to accelerate climate action, primarily through through decarbonising the ad value chain and inspiring behavioural change through campaigns.
“We are delighted to welcome Bill to Ad Net Zero. He brings a wealth of climate change and sustainability expertise to our team and has a formidable track record of practical delivery in many of the key areas critical to progress,” Ad Net Zero global chair, Sebastian Munden said.
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“It is essential our work is aligned with the very best climate science and is supportive and in step with sustainability best practice across the economy. Bill brings the ability to translate the complex into a compelling narrative for change.”
In addition to this role, Wescott will serve as chair of the Ad Net Zero US working group 5 on behaviour change – ‘Harness Advertising’s Power to Support Consumer Behaviour Change’ as well as collaborating with a range of leading global regulatory and standards organisations focused on climate.
Wescott added: “The ad sector can play a vital role in accelerating climate action, and I am very pleased to help Ad Net Zero lead the charge. I’ve been analysing the dependence of environmental outcomes on behaviour since my graduate student days many years ago, and advertising has superpowers to change behaviour. Their rocket ship has $775 billion per year of global spend to propel it. That’s a lot of insight, a lot of power, and a lot of responsibility.
“While I have had many amazing opportunities over the past four decades, I am particularly excited to work with Ad Net Zero as they rapidly create meaningful impact at a global level. This work enables ad professionals to activate every person’s “power of me” as an individual consumer and “power of we” as a member of groups at work, in communities, and in society. While advertisers know everything about product placement, we can help them prioritise “planet placement” so that any ad can reflect the need for climate action in some way.”
