A US-based 501(c)(3) nonprofit advancing voluntary, systemic innovation across the advertising ecosystem. We are currently focused on projects that decarbonize the advertising industry or use media to support sustainable consumer behavior.
The Advertising Futures Foundation (AFF) is a US-based 501(c)(3) nonprofit dedicated to advancing voluntary, systemic innovation across the advertising ecosystem that enhances responsibility and sustainable business growth to meet the needs of future generations.
Promote sustainability, accountability and innovation within the advertising and media ecosystem.
Advance research, education, and voluntary industry action related to environmental, regulatory and technological impacts on the advertising and media sectors.
Develop and disseminate voluntary frameworks, along with tools and best practices that encourage ethical and sustainable industry standards, inclusive of AI.
Partner with other initiatives that share our mission of fostering responsible growth and sustainability across the advertising and media sectors.
Ad Net Zero is the foundation’s flagship project; the Global Media Sustainability Framework and Every Brief Counts are open industry initiatives developed within it.
Ad Net Zero is a voluntary not-for-profit climate action programme for the global advertising industry. Supporters help fund our work to deliver a range of tools, resources, frameworks and education materials. This is geared to help supporter companies embed sustainability into their strategies for increased business resilience and higher growth opportunities.
The Global Media Sustainability Framework (GMSF) is a voluntary standard developed by Ad Net Zero to help the advertising industry calculate and reduce greenhouse gas emissions from media campaigns. Built on both climate-science and industry best practice, it provides consistent methodologies across Digital, TV, Out-of-Home, Print, Audio, and Cinema.
The Every Brief Counts pilot is a voluntary, science-backed programme run by Ad Net Zero that aims to help creative, strategy and brand professionals support more sustainable behaviours through advertising campaigns. It aims to educate teams on the key sustainable behaviours outlined by climate science and the ways to tell these stories effectively through advertising.
President & Treasurer
A senior strategic advisor with a wealth of experience in agencies, John believes in leveraging the Power of Marketing and Advertising in service of a better world.
Board Director
Seb works at the intersection of industry and public policy, driving real change with companies and sectors, through innovation towards a more circular economy.
Executive Director
Jemma brings more than two decades of experience advancing sustainability in the marketing industry, most recently as Chief Sustainability Officer at one of the world’s largest advertising and marketing holding companies, where she led sustainability, corporate responsibility, and communications.
Strategic Advisor
Stephen is Chief Executive of the Advertising Association and a founding leader of Ad Net Zero, bringing decades of experience across the advertising industry and championing its role in the transition to a sustainable, low-carbon economy.
Development Director
Justin leads foundation and philanthropic funding for the AFF, bringing a background across media, advertising technology, and sustainability measurement.
John B. Osborn
Advertising Futures Foundation
Space 530
530 Seventh Avenue, Floor M1
New York, NY 10018
The AFF works with foundations, funders and mission-aligned partners to support open, voluntary standards for the advertising industry. To discuss grants, partnership or programme funding, write to info@advertisingfuturesfoundation.org.
