The Business Case for Responsible Media

What the paper covers

• Sustainability: Brands using carbon data in planning achieved around 20% emissions reduction with no ROI loss. Is that efficiency already sitting in your plan?
• Inclusion: Campaigns designed for underserved UK audiences delivered 16% stronger long-term sales. Currys and The Open University found the growth their competitors missed.
• Digital and data governance: Nearly 1 in 4 impressions is invisible to verification systems. Tighter data standards have cut cost per action by 33% and lifted ROAS by 5%. The margin is already in your plan.
• Brand safety: Are your keyword blocklists costing you more than the brand risk they prevent? News brand environments are 52% more effective than non-news sites, yet over-blocking remains widespread.
• AI: 80% of UK marketers are using AI, with productivity gains of 30-40% reported. Most have no governance framework in place. The paper sets out what one looks like.

The paper includes a campaign-level checklist you can apply immediately to live or planned activity, without overhauling your operating model.