SBS has used its 2025 Upfront event to challenge the industry to go further on sustainability while laying out its expanded credentials in the space.
Last year it became the first Australian broadcaster to set clear and ambitious goals for a Net Zero target by 2045 while confirming it had switched to 100% renewable energy.
The broadcaster announced a market-first initiative with Scope3 which will see SBS transparently share all of its direct digital campaign data with the leading emissions media reporting organisation.
“As we look ahead to a more sustainable future, it is only natural for SBS to extend our commitment to become leaders in sustainability,” said Kate Young, national manager of SBS CulturalConnect.
Kate Young, National Manager, SBS CulturalConnect
“Our Scope3 partnership builds on the leadership positions we announced last year and is an Australian first, transparently sharing all of SBS’s direct digital campaign data with Scope3 to measure and build a true picture of our digital footprint. This is increasingly a client expectation and one we intend to be at the forefront of.”
The company also laid out a new SBS Media Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlight better environmental practices for consumers. SBS said it would provide advertising inventory to the value of $500,000 to the winning campaign.
“In February 2025, we will launch SBS’s Sustainability Challenge. We’ve seen the impact inclusive marketing has had on diverse Australia. Now, we’re asking brands to drive positive change to protect our planet, by rethinking how they authentically represent sustainability in their marketing campaigns.
“We want to encourage campaigns which can help drive better environmental practices among consumers. To showcase the sustainability change we need to see among all consumers and businesses.”
SBS confirmed further details on the SBS Media Sustainability Challenge would be released in early 2025.
SBS is also applying for Science Based Targets Initiative (SBTi) as it looks to progress towards its 2045 Net Zero targets. The public broadcaster also confirmed it is a foundation member of advertising industry body Ad Net Zero which launched last week.
“We are ensuring our Net Zero target is aligned with the latest science by applying for global standards body Science Based Targets initiative (SBTi) validation as well as playing our part in encouraging the overall advertising industry to decarbonise as foundation members of advertising industry body Ad Net Zero,” said Abigail Thomas, SBS head of sustainability.