Comms with Less Carbon event: Cutting waste in advertising

Hosted by Benedictus Media and Focus Creative, sister agency to Future Focus, Comms with Less Carbon tackled the industry’s waste problem - both financial and environmental.

Carlos delivered a hard truth: half of all advertising is ineffective. Every year, $500 billion is wasted on campaigns that don’t work, generating 600 million tonnes of CO₂ ,the equivalent of 300 billion plastic bottles, for ads people ignore or skip.

The industry’s obsession with vanity metrics fuels this cycle. A minor engagement uptick is celebrated while 97% of people disengage. As Carlos says we need "less creative for the sake of it, more creative that actually works."

The event reinforces Focus Group's commitment to working towards smarter, more effective communications. Brands must move beyond empty impressions to work that delivers real impact - creatively and sustainably.