Advertised Emissions measures the greenhouse gases caused by the extra buying advertising drives, not just the footprint of making an ad. It's a contested concept, trade bodies question the methodology, but it raises a genuine question about advertising's wider climate influence.

The Global Media Sustainability (GMSF) Framework is a voluntary industry framework for measuring greenhouse gas emissions from media campaigns consistently across channels. This article breaks down what it is, the problem it solves, what it tracks, and what adopting it does, and doesn't, actually mean.

AI is becoming part of the infrastructure of advertising. That means responsible media can no longer stop at carbon measurement. It needs to connect carbon, advertised emissions, AI governance, culture and trust into the way media businesses actually work.

For this edition of Impact Leaders, Toby speaks with Sophie O’Brien, founder of Pollen Careers, about what happens when you stop trying to game broken hiring systems and start redesigning them instead. They talk about the frustration that led Sophie to build Pollen, what she has learned from working with early-career talent, how she balances values with commercial reality, and why impact often shows up in the smallest moments as much as the big wins.

Learn what B Corp means, how certification works under the new standards, and what it means for businesses looking to certify or recertify.

Learn what ESG means in practice, why it matters beyond reporting, and how SMEs can focus on the environmental, social, and governance issues that count.

Learn what net zero really means, why it is more than offsetting, and what businesses need to do to build a credible reduction-first strategy.

Learn what a carbon footprint is, what it includes, how it is measured, and how businesses can use footprint data to prioritise action and reduce emissions.

After speaking with impact leaders across sectors, from food and fashion to media, healthcare, law and tech, a clear set of patterns has emerged. These are not polished ESG slogans, but practical lessons on culture, B Corp, leadership, measurement, growth and commercial resilience.

Learn what Scope 1, 2 and 3 emissions mean, why they matter for SMEs, and how to use them to measure impact, identify hotspots, and act credibly.

An Impact Leaders interview with Esme Verity on alternative funding, VC alternatives, ownership, and building mission-led businesses.

The latest from ZeroBees' Impact Leaders Series: In Conversation with Tasmin Chilcott & Dylan Tweedale from Dryrobe®

The latest from ZeroBees' Impact Leaders Series: In Conversation with Justine Porterie

ZeroBees' CEO Toby interviews Ed Bird, Co-Founder of Bird Eyewear, certified B-Corp

Senior Counsel Maurits Dolmans and NZLA CEO Georgina Beasley on how fiduciary duties, competition law, and legal culture can unlock climate action and impact.

ZeroBees' CEO Toby interviews Bertel Haugen, Head of Innovation & Sustainability at Rude Health, the colourful, outspoken food and drink brand that’s become a staple for the UK. A certified B Corp with organic sourcing at its core, Rude Health has built a business that’s equal parts taste, transparency, and playful disruption.

ZeroBees' CEO Toby interviews Becca Samson, who has lead sustainability change within Tony's Chocolonely, WeTransfer among others. Hear about her personal journey and experience leading change,

ZeroBees & Veraco partner to help healthcare providers cut costs and carbon footprints with the HyGe Smart Dispenser. Align with NHS STEPS today. Be part of the sustainable healthcare movement!

ZeroBees' CEO Toby interviews Lisa Morelli, Founder and Director, 4Couture. Learn from her experience with leading B Corp and impact.

At ZeroBees, we help organisations uncover and reduce their carbon emissions — especially in complex sectors like digital media. One of the most powerful examples of this is our work with The Independent, the UK’s leading fully digital news brand.