Mindshare China Sets Ambitious Sustainability Target 20Z0: Zero Single-Use Plastic by End of 2020

Mindshare – the global agency network that is part of WPP – has today issued an invitation to the wider industry to #ChangeTheBrief and use its skills to address the global climate crisis as part of its annual anniversary celebrations. With the global advertising industry investing circa $600bn a year on behalf of its clients to drive the consumption of their products and services there is a huge opportunity for brands and agencies to work together to direct that investment to bring the future forward.

#ChangeTheBrief encourages the creation of marketing and media plans designed to encourage small changes in behaviour that will help address the climate crisis when done at scale – such as developing packaging that encourages people to freeze unused food to avoid food waste – the idea being to normalise these behaviours in society through advertising and use media and marketing investment to achieve this.

Leading #ChangeTheBrief, the greater Mindshare China team of 1,500+ specialists will band together to create sustainability-focused initiatives that tackle the climate crisis in response to normal client briefs.

In addition, Mindshare China has today unveiled its ‘20Z0’ Sustainability Target, committing to zero single-use plastic by the end of 2020. To ensure the agency meets this ambitious target, agency leadership unveiled a number of key milestones, including the introduction of reusable steel and glass water bottles for the team, reducing printing, as well as gifting staff a set of reusable cutlery to ensure that as Shanghai’s number one office for food deliveries, we are reducing our environmental footprint.

Mindshare’s Global Sustainability Champion, also Managing Director and Exco Member for Mindshare China, Akanksha Jain, said: “Today’s announcement represents the first in a series of Mindshare-led initiatives to use our marketing and media prowess to give back to the environment while doing good for our valued clients. As the industry leader in media, we are in the business of driving positive consumer change. #Changethebrief and 20Z0 represent unique first steps on our sustainability journey.”

The agency has also partnered with a number of NGOs, including Enactus and Shanghai Roots & Shoots, to create initiatives such as Mindshare Upcycling, as well as using our strategic marketing skills to coach Enactus China’s winning team for the World Championships.

Commenting on Mindshare China’s 20ZO Sustainability Target, Mindshare APAC CEO and Executive Chair for Greater China, Amrita Randhawa, added: “As the largest advertising agency in China, Mindshare has a responsibility to lead the pack in our pursuit of sustainable business. Working alongside our trusted clients, we are in the unique position to help some of the world’s largest brands create a greener planet for future generations to come. This is a fabulous initiative, one that the entire Purple Family proudly stands behind.”