IPA Sustainability Survey 2022: Agency Preparedness & Maturity Insights
Explore the preparedness and maturity of IPA member agencies regarding sustainability in the IPA Sustainability Survey 2022. Discover key findings, research objectives, methodology, and agency perspectives on environmental and societal sustainability practices.
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IPA Sustainability Survey 2022 Preparedness and maturity of IPA member agencies
Research Objectives Sustainability is a topic that many IPA member agencies have at the forefront of their day-to-day operations to varying degree. The core objective of the survey, undertaken in conjunction with the University for Creative Arts, was to create benchmark data to help agencies navigate the topic of sustainability and the role that the IPA can play in guiding them through the process. 2 | IPA Sustainability Survey 2022
Research Methodology Fieldwork undertaken on behalf of the IPA by the University for the Creative Arts Online survey conducted among 34 IPA member agencies 18 creative and other non-media agencies 16 media agencies 9 small agencies (up to 5m gross income) 10 medium sized agencies ( 5m 20m gross income 15 large agencies (Over 20m gross income) Participants were specifically selected within agencies based on their likely involvement in sustainability. The results of the survey shown in this report should be regarded as an indicative snapshot rather than representative of the IPA membership as a whole. 3 | IPA Sustainability Survey 2022
Summary of Main Findings Most agencies think of sustainability in terms of the environment but there are other issues. Many agencies are getting the basics right but there is room for improvement. Over 90% of respondents indicated that their agency has documented environmental and societal policies. Over three-fifths of respondents indicated that their agency report on their progress towards their sustainability goals. 71% of respondents* indicated that their agency experiences societal pressure for sustainability Only 3% of agencies indicated that they have Bcorp status, although a further 50% are intending to gain this. Less than a quarter of respondents indicated that their agency had one or more of the standard accreditations. Two-thirds of agencies make use of carbon offsetting or carbon credits. However, Net Zero may be constrained by dependence on these. There are still perceived to be considerable barriers to progress on sustainability. 4 | IPA Sustainability Survey 2022
For responding agencies it is clear that the environment and climate change are top of mind when thinking about sustainability. Environmental Sustainability 97% Net Zero 97% Climate change 97% Reducing Consumption 87% Waste Reduction 87% Societal impact 77% Sustainable Development 61% Diversity & Inclusion 55% Resource Efficiency 55% Biodiversity Gain 55% Circular Economy 52% Triple Bottom Line 35% Other 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 34 Agencies When you think of sustainability, which of the following come to mind? 5 | IPA Sustainability Survey 2022
To what extent do agencies agree with key sustainability assertions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Technology is essential to delivering our sustainability plans Sustainability is core to our strategy and mission There is clear responsibility for sustainability We report on progress towards our sustainability goals We have set measureable goals for sustainability Disagree Partially Disagree Partially Agree Agree Don't know Base: 31 Agencies 6 | IPA Sustainability Survey 2022
Definitions of Sustainability Maturity Zero Basic Intermediate Advanced Policies? No policy Policy Policy Policy Responsibility? No one responsible Someone responsible Someone responsible Someone responsible Documented Approach? No documentation No documentation Documentation Documentation External Pressure? No perceived external pressure Little perceived external pressure Much perceived pressure Much perceived pressure Engagement with Regulation? Doesn t see relevant of regulations Sees relevance of regulations Sees relevance of regulations Sees relevance of regulations Measurement and Reporting? None Limited Measuring progress Measuring and reporting progress Engaged with multiple industry initiatives & B Corp ambition Engagement with Initiatives? None Starting to engage Engaged with industry initiatives Use of Standards? No No Starting to work with standards Using multiple standards Offsetting and Carbon Credits? No No Uses offsets Uses credits & offsets 7 | IPA Sustainability Survey 2022
Many are getting the basics right, but there is room for improvement 8 | IPA Sustainability Survey 2022
58% of responding agencies are getting sustainability basics right, whilst a further 29% are at an intermediate or advanced level. Only a small number of agencies had a zero maturity score Advanced, 3% Zero, 13% Intermediate, 26% Basic, 58% Base: 31 Agencies 9 | IPA Sustainability Survey 2022
Over 70% of respondents indicated that their agency has a sustainability policy, while only 16% indicated that they did not have one Don't know, 13% Do not have a sustainability policy, 16% Have a sustainability policy, 71% Base: 31 Agencies Do you have a documented sustainability policy? 10 | IPA Sustainability Survey 2022
Just over two-fifths of agencies (43%) indicated they have an individual in the agency who has sole responsibility for sustainability, while a further 47% have someone who is committed to sustainability Neither of these, 10% Have individual with sole responsibilty for sustainability, 43% Have individual in business who is committed to sustainabilty , 47% Base: 30 Agencies 11 | IPA Sustainability Survey 2022
Over 90% of respondents indicated that their agency has documented environmental and societal plans (e.g. carbon reduction or environmental management plans) Disagree, 6% Partially Disagree, 3% Agree, 39% Partially Agree, 52% Base: 31 Agencies 12 | IPA Sustainability Survey 2022
Agencies are taking a stance, but capability and capacity are barriers to change 13 | IPA Sustainability Survey 2022
71% of respondents* indicated that their agency experiences societal pressure for sustainability Don t know, 4% We have not experienced pressure, 9% We have not responded to pressure, 2% We have responded to pressure, 74% Base: 24 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 14 | IPA Sustainability Survey 2022
Significant numbers of responding agencies were engaged in one or industry initiatives 70% 65% 61% 61% 57% 60% 48% 50% 40% 35% 26% 30% 20% 9% 10% 4% 0% IPA Media Carbon Calculator AdNetZero AdNetZero Essentials Certificate IPA Media Climate Charter Ad Green Purpose Disruptors Science Based Targets Initiative Carbon Disclosure Project Global reporting initiative Base: 23 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 15 | IPA Sustainability Survey 2022
While only 3% of agencies indicated that they have Bcorp status, a further 50% are intending to gain this Yes, 3% Not sure, 9% No - But seeking to become one, 50% No - , 38% Base: 34 Agencies 16 | IPA Sustainability Survey 2022
Less than a quarter of respondents indicated that their agency had one or more of standard accreditations Have one or more standard accreditations, 23% Don t know, 45% Do not have one or more standard acreditations, 32% Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 17 | IPA Sustainability Survey 2022
Change drivers may be more internal than external 18 | IPA Sustainability Survey 2022
What opportunities does having a reputation for sustainability create for your agency? 95% 77% 68% 36% 14% ATTRACTING NEW CLIENTS ATTRACTING THE BEST EMPLOYEES A SOURCE OF COMPETITIVE ADVANTAGE ATTRACTING INVESTMENT OTHER Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 19 | IPA Sustainability Survey 2022
Sustainability is seen as being most important to employees and significantly more than it is for clients or investors 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Employees UK society as a whole Consumers Clients (B2B) International Governments (e.g. EU policymakers) UK Central Government policymakers UK Local Government policymakers Investors Very important Important Slightly important Not important Don't know Base: 24 / 23 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business | IPA Sustainability Survey 2022 20
Agencies are not always asked to provide sustainability credentials 55% 32% 9% 5% ALWAYS USUALLY SOMETIMES NEVER Is the agency asked to provide credentials? Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 21 | IPA Sustainability Survey 2022
71% of respondents indicated that their agency report on their progress towards their sustainability goals. Don't know, 6% Disagree, 23% Agree, 71% Base: 31 Agencies 22 | IPA Sustainability Survey 2022
10% of respondents indicate that they always evaluate the sustainability credentials of the services they offer, while a further 32% do this for the majority of services 32% 29% 19% 10% 10% ALWAYS FOR THE MAJORITY OF SERVICES FOR THE MINORITY OF SERVICES NO DON'T KNOW Base: 31 Agencies 23 | IPA Sustainability Survey 2022
How do agencies evaluate the sustainability credentials of the services they offer? 52% We have a tool (e.g. checklist, IT system) Sustainability specialists review and comment 38% 38% Audits (internal or external) 29% It is left to individual judgement There is a documented process and standards 24% 19% There are peer reviews and sign-offs 5% Other Base: 22 Agencies 24 | IPA Sustainability Survey 2022
However, evaluation, measurement, and reporting are challenging 25 | IPA Sustainability Survey 2022
Under a quarter of agencies have measuring systems for reporting to clients and investors at an agency level 64% 23% 14% HAVE MEASURING SYSTEMS FOR REPORTING TO CLIENTS AND INVESTORS AT AN AGENCY LEVEL DO NOT HAVE MEASURING SYSTEMS IN PLACE DON'T KNOW Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 26 | IPA Sustainability Survey 2022
Only 5% of respondents indicated that they have end-to-end visibility of their environmental footprint of their agency Have end-to-end visability, 5% Don't know, 18% Do not have end-to-end visibility, 77% Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 27 | IPA Sustainability Survey 2022
Only 9% of responding agencies indicted that they measure and report on service level environmental impact 82% 9% 9% MEASURE AND REPORT ON SERVICE LEVEL ENVIRONMENTAL IMPACT DO NOT MEASURE AND REPORT ON SERVICE LEVEL ENVIRONMENTAL IMPACT DON'T KNOW Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 28 | IPA Sustainability Survey 2022
Only 9% of responding agencies measure and report on service or project lifecycle environmental impact 73% 18% 9% MEASURE AND REPORT ON SERVICE OR PROJECT LIFECYCLE IMPACT DO NOT MEASURE AND REPORT ON SERVICE OR PROJECT LIFECYCLE IMPACT DON'T KNOW Base: 22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 29 | IPA Sustainability Survey 2022
Net zero may be constrained by dependence on offsetting and embedded carbon 30 | IPA Sustainability Survey 2022
64% of agencies indicate that they use carbon offsetting while 14% use carbon credits. 64% 14% 5% CARBON OFFSETS CARBON CREDITS OTHER Base:22 agencies passing responsibility threshold* * Have individual with sole responsibility for sustainability or someone committed to it within the business 31 | IPA Sustainability Survey 2022
Definitions of Sustainability Maturity To what extent do our contributing agencies meet the desired standards? Desired Standard % that meet standard Policies? Have Policy Have Someone responsible for sustainability Have Documentation 71% Responsibility? 43% Documented Approach? 91% External Pressure? * Much perceived Pressure 71%* Engagement with Regulation? Sees relevance of regulations Not covered by survey Measurement and Reporting? Measuring and reporting progress Engaged with multiple industry initiatives* & B Corp ambition Using multiple standards 71% Engagement with Initiatives? 96%*/53% Use of Standards? * 23% Offsetting and Carbon Credits? * Uses credits & offsets 64% * Have individual with sole responsibility for sustainability or someone committed to it within the business 32 | IPA Sustainability Survey 2022
A third of agencies indicated that they were prepared to take a lead in driving change in the industry Prepared to take Lead, 32% Will follow the industry, 68% Base: 22 agencies passing responsibility threshold* *Have individual with sole responsibility for sustainability or someone committed to it within the business 33 | IPA Sustainability Survey 2022
Considerable barriers to progress on sustainability are perceived 64% Availability of specialist skills and resources 55% Knowledge and expertise in your business or organisation 45% The tension between sustainability and profit 45% Knowledge of sustainability regulations 36% Competing pressures such as supporting other worthy industry initiatives e.g. DE&I Brands are focused on cost of living crisis & want to offer short term value, not long term commitment 18% 18% Creating a business case for technology-enabled Sustainability solutions 5% Other 5% Marketplace design Base: 22 agencies passing responsibility threshold* *Have individual with sole responsibility for sustainability or someone committed to it within the business 34 | IPA Sustainability Survey 2022
