Havas Media Network UK has introduced an opt-out system for sustainable media planning, making low-carbon media the default for its clients.
Under the new framework, clients are automatically enrolled in Havas’ sustainable media model, with the option to withdraw. The company said the approach draws on behavioural science, echoing the tactics used to increase the take-up of government pension schemes.
The initiative, developed after consultation with a select group of clients, is built around four pillars:
- Measurement of carbon impact
- Reduction of inefficiencies in media and production
- Optimisation of reporting and analytics to include emissions data
- Creation, which aims to embed sustainability into content itself, moving beyond harm reduction toward positive environmental impact
Media accounts for nearly 85% of Havas UK’s emissions, and the opt-out model is designed to bring that figure down while helping brands meet their own decarbonisation targets. The company claims it will give them the highest default standard of sustainable media of any media agency in the UK.
Patrick Affleck, CEO of Havas Media Network UK & Ireland, said: ‘Collective action cannot wait. Our Opt-Out model is part of our commitment to tackling the media emission we share with our clients, helping you meet your decarbonisation goals faster and more effectively and supporting you in embedding sustainability into your marketing delivery.’
Following the UK rollout, Havas plans to expand the model across the rest of its UK and Ireland operations.
Rosie Kitson, chief impact officer at Havas UK, said: ‘It’s not about saving the world overnight, but about embedding meaningful change into everyday media decisions.’
In 2024, Havas London was stripped of its B-Corp certification after Havas Media was appointed Shell’s global B2C strategic media buying agency. B Lab, the organisation that awards B-Corp status on companies, said that even though Havas London does not provide services to Shell, ‘Havas’ structure and use of [a] common brand name across some of its agencies means that the entire group is ultimately required to earn certification’.
Havas New York, Havas Immerse, and Havas Lemz also lost their B-Corp certification as a result of their parent company’s decision to work with Shell.
Main image by Jokubas Zakaras on Unsplash
