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Francis Hemingway

Dentsu partners with The GoodNet to launch Ethical Media Index

Dentsu has partnered with the Thee GoodNet – the ethical media and intelligence company – to launch a new Ethical Media Index (EMI) in the UK, enabling brands to plan and measure the ethical performance of their digital campaigns.

Dentsu research has found that almost 80% of marketers believe that in a world where economic volatility is accelerated and exacerbated by climate volatility, there is no longer any disconnect between what is good for society and what is good for business. As a result, brands are increasingly focusing on sustainable and ethical media investment.

However, there are barriers across education, standards and resources that need to be overcome to achieve progress. The Ethical Media Index helps brands tackle these challenges, enabling the measurement of ethical and sustainability metrics at scale for digital advertising campaigns.

The Index uses over 50 data points across content, placement, corporate reporting and DEI to assign scores to the world’s largest ad-funded publisher domains. This provides a wide perspective of ethical performance, which brands can measure and optimise their digital advertising against to achieve their sustainability and DEI goals.

This is the latest tool dentsu can offer clients to help clients drive more ethical media campaigns, sitting alongside its existing solutions such as a cross-channel media carbon calculator, offering further support to brands wishing to deliver against sustainability KPIs. The Index is initially being rolled out in the UK, before being taken to global markets later in 2024.

“At dentsu, we are steadfast in our commitment to sustainability in our media investments,” said Steven Ballinger, Chief Commercial Officer UK&I at dentsu. “We want to empower our clients to deliver work that matches their values and sustainability commitments. Our investment in the Ethical Media Index reflects our dedication to sustainable, ethical and responsible media practices, setting a new standard in the industry. It aligns with dentsu’s broader ambitions to embrace ‘Sanpo Yoshi’ – a profound Japanese principle that achieves three-way satisfaction by pursuing actions that benefit not only business but also people and society. Getting this right means creating truly sustainable, legacy businesses, that can drive value for future generations.”

Oliver Deane, co-Founder at The GoodNet added: “Dentsu has been instrumental in helping shape the Ethical Media Index towards specific client needs. It is leading the market in adopting the product, exemplifying its heightened dedication to ethical practices. It recognises the significance of the Ethical Media Index score as a pivotal metric, integral to its assessment of media investments’ performance and impact. This underscores their unwavering commitment to a more responsible and sustainable media landscape.”

Dentsu is committed to helping its clients navigate disruption and build a more sustainable and inclusive society. Through its strategic partnerships with the Global Alliance of Responsible Media (GARM), Conscious Advertising Network (CAN) and Responsible Media Forum, dentsu is taking a proactive role to tackle the challenges facing the media industry, including reducing misinformation, eliminating harmful content online, and highlighting the conscious choices advertisers can make.

Mark Evans joins The GoodNet

Mark Evans joins The GoodNet as advisor, bringing extensive marketing expertise to drive sustainable campaign success

The GoodNet (, a leading ethical media and intelligence company dedicated to helping brands achieve outstanding campaign results while making a positive impact on the world, is delighted to announce the addition of Mark Evans to its team as an advisor

With an impressive career spanning decades in the marketing and advertising industry, Mark is well-positioned to offer invaluable insights and guidance to The GoodNet as they continue to champion sustainability in marketing. Mark’s extensive experience encompasses leadership roles at some of the industry’s most renowned brands and agencies, including Direct Line Group, Mars, and HSBC. He is widely considered as one of the most highly regarded figures in the marketing industry.

The GoodNet was founded with a clear mission: to help brands achieve great campaign results while doing Good. This means delivering campaigns that not only yield exceptional outcomes but also make a positive contribution to both society and the environment. The company has worked with a wide range of brands, including Kia, EDF, Pinterest, Premier Inn, Heineken, giffgaff, and Trainline. This work contributed to The GoodNet being shortlisted for ‘Best Start-Up’ at this year’s Campaign Ad Net Zero awards alongside a nomination for ‘Best Application of ESG’ at The Wires.

Mark Evans said “I believe that marketing has the power to be a force for good, helping brands to achieve growth and their ESG objectives simultaneously. The GoodNet’s mission aligns perfectly with this and so I’m thrilled to join the team and help towards driving substantial industry transformation.”

Guy Jones said “Mark Evans’ addition to The GoodNet as an advisor underscores our commitment to helping brands and agencies to grow their businesses through sustainable practices. Mark brings wealth of knowledge and a CMO’s perspective on these subjects, this will help us become more valuable to our clients.

The electric car market evolution

The electric car market has undergone a remarkable evolution in recent years, transforming from niche to truly mainstream. To paint that picture, in 2016 worldwide sales of Electric Vehicles[1], were less than a million, while in 2022 that figure had rocketed to over 10m[2]. To put that in context, in the first half of 2023 53% of all new cars sold in the UK were electric.

At The GoodNet, we see this shift clearly in the number of brands, including Kia, Mazda and Renault, looking to market their products through us, and in the great content created on the subject by ethical media publishers.

In this short blog we will look at some of the key trends and issues around EVs:

Our main takeaways

  1. While it’s not as clear cut as electric vehicles = good for the environment, they are on balance a better option than internal combustion, and a tangible step in the right direction.
  2. Concern for the environment is a key motivator for people to buy EVs, alongside factors like cheaper running costs.[3]
  3. There is a huge amount of content to be found on the subject, covering everything from product reviews to consumer advice.

Do EVs benefit the environment?[4]

Let’s be honest, this is a tricky subject, because ‘benefitting the environment’ can encompass so many different things.

Looked at through the lens of tailpipe emissions, the picture is clear. Hybrid cars produce fewer emissions than petrol and diesel cars, while battery EVs emit nothing at all. The result? Better air quality and fewer greenhouse gasses.

On the other hand, the electricity used to power these cars can often come from non-renewable sources, and there are high emissions involved in the manufacturing of batteries themselves, (as well as separate issues to do with the mining of raw materials and the disposal of old stock).

Yet despite these trade-offs, the lifetime emissions of a battery EV are currently around 30% lower than a combustion engine vehicle, and this is only set to improve with the decarbonisation of the electricity sector and advancements in the sustainability of battery production itself.

So, on balance, EVs are a meaningful step in the right direction.

Which brands are leading the way?

It won’t be a surprise that Tesla continues to lead the market, although six of the top ten best-selling models in the first part of 2023 were sold by Chinese manufacturer BYD.[5] More broadly, the market is split into established brand with EV models, and new EV-only entrants.

  1. Established brands include:
    1. Nissan: The Nissan Leaf was one of the first mass-market EVs and continues to stand for affordability and practicality.
    2. VW: The ID.4 was the best-selling EV in the world in Jan 2023 outside the Tesla / BYD duopoly.
    3. Kia: Kia not only promote a strong range of EVs, they also have a long-term partnership to fund the charity Ocean Cleanup, as part of their broader sustainability objectives.
  2. EV only entrants:
    1. Polestar: Whilst a subsidiary of Volvo, Polestar’s sharp marketing and product design has positioned them as a leader in the premium EV space.
    2. Tesla: Again. Obviously.

In general, we don’t see EV advertising focusing overtly on the environmental benefits. In fact, these campaigns often look and feel like more traditional automotive ads. Despite this, consumer behaviour is influence to a by environmental concerns, which presents an opportunity to the market.

What ethical media will tell me more?

There’s a wealth of info out there, from sites like CleanTechnia serving up the facts and figures on the market, to Green Matters giving honest advice about how to avoid some of the pitfalls of EV ownership, to Inside EVs giving fantastic product reviews.

Through working with The GoodNet, brands can reach an audience of ethical consumers who are 3x more likely than average to be interested electric and hybrid cars.

[1] Including Battery Electric and Hybrid vehicles

[2] Statista Market Insights

[3] YouGov 2020


[5] Cleantechnica, Jan 2023

The Ethical Food Revolution

At The GoodNet, we work with many brand categories, but one that we’ve seen emerge more recently is the growth in brands promoting meat free alternatives and dairy free products to an ethical consumer audience.

According to the Vegan Society, consumers following a vegan diet has quadrupled in the past decade, with one third of brits vowing to cut back on animal products. In 2023 one in eight people took on the Veganuary craze, promising to stick to a meat and dairy free diet throughout January, showcasing the rise in people looking for healthier, and planet friendly food choices.  

In this blog post, we look at how meat free benefits our environment, brands that are leading the charge and finally where you can learn more…

Here are our main three takeaways:

  1. A meat and dairy free diet can have a huge impact on our planet; If everyone moved to a non-dairy milk alternative, the level of greenhouse gases omitted would be two thirds lower.
  2. Vegan does not mean boring! Mainstream and start up brands are launching exciting meat and dairy free alternatives, from H!P chocolate to household names like Marks and Spencer.
  3. There are is a wealth of education out there and multiple ethical publishers help guide ethical consumers a more planet friendly diet, from how vegan cheese is made through to the best restaurants to go to to get your vegan fix.

How is going meat free benefiting the environment?

 In a recent study by Oxford University, they showcase that a Vegan diet has the potential to reduce food-related emissions by up to a whopping 73%. But why is the mainstream diet so harmful to our environment?

Livestock farming is a leading cause of greenhouse gases due to aspects like fermentation and manure management, having a huge impact on our climate everyday. The demand for agriculture also leads to deforestation as tracts of land are cleared to create grazing areas and produce animal feed, meaning ecosystems around the world are destroyed. And finally, the food system is responsible for 70% of the world’s freshwater use and 78% of the world’s freshwater pollution, which affects our environment.

The impact of eating meat and dairy every day is huge, and even a small commitment to meat and dairy free alternatives can have a lasting impact. If over the course of the year you skipped meat and cheese one day a week, it would be the equivalent of taking your car off the road for five whole weeks and if everyone moved to a non-dairy milk alternative, the level of greenhouse gases omitted would be two thirds lower.

Who are the brands leading the way in this space?

The surge in demand for vegan products has driven innovation in multiple industries, from food to beauty. These are brands that are championing vegan products that cater to both ethical consumers and those seeking healthier alternatives, not just those who are undertaking a fully vegan diet.

From established giants to innovative start-ups, these brands are redefining the boundaries of traditional products. Here’s a glimpse into some standout names that are leading the charge with their vegan alternatives.

 Mainstream Giants:

  1. Beyond Meat: This industry trailblazer has changed the way we perceive plant-based protein. Beyond Meat’s offerings, like their Beyond Burger, sausages, and ground meat, have successfully captured the taste and texture of meat, attracting not only vegans but also meat enthusiasts looking to reduce their environmental footprint.
  1. Green Kitchen from Marks and Spencer: A testament to the growing demand for meat free options, Green Kitchen offers a diverse range of ready-made vegan meals and is front and centre on the M&S shelves!

New Innovators:

  1. H!P Chocolate: This artisanal chocolate brand has carved a niche in the vegan dessert market. H!P’s commitment to high-quality ingredients and ethically sourced cocoa has garnered a loyal following.
  1. Upcircle: Even beauty brands are following the trend with start-up Up circle, diverting away from the usual derived from animal ingredients and using only Vegan and cruelty free ingredients to make their skincare products.

What ethical media can I read to learn more?

Our favourite ethical media is providing insight and education on a meat and dairy free diet, and how you can take steps towards adopting a vegan diet.

From The Guardian, talking about the benefits of a vegan diet to our environment, Treehugger, informing consumers of how vegan products are made, Livefrankly showcasing London’s best vegan restaurants or even something as simple as the best of vegan, so that you can try out some tasty vegan recipes yourself!   

In summary

The growth of a meat and dairy diet reflects a shift in our collective consciousness towards more ethical, sustainable, and healthier choices. With the mounting evidence of its positive impact on the environment and personal well-being, the choice to become vegan, or even a simple choice to substitute meat for their alternatives becomes an obvious one.

Through working with The GoodNet, brands can reach ethical consumers who are x4 time more likely to be interested in meat free alternatives, and a huge 60% of our audience are more likely to be interested in vegan products than the national average.

What is Ethical Media

As an ethical media and intelligence company, we often get asked about what we mean by “Ethical Media.” In this post, we’ll explain the concept, how we measure it, and why it’s valuable to brands.

What is Ethical Media?

At the GoodNet, we define Ethical Media as publishers who produce content that encourages ethical living and operates ethically.

There are two parts to this sentence, both equally important, so let’s explain this a little further.

“produce content that encourages ethical living…”: We firmly believe that the media industry’s biggest opportunity to create a healthy planet is its unique power to influence consumer behavioural change and encourage millions of people to live more sustainable and ethical lifestyles. Publishers who produce content that inspires and educates people to live Greener, Healthier and Fairer lives are playing a crucial role in positively shaping people’s behaviour.

“Operates ethically”: This refers to whether a publisher operates their business in an ethical manner. This encompasses everything from implementing inclusive practices on employment, to transparently reporting their environmental impact, to measuring the carbon emissions of the ads they put on their websites.

For a publisher to be considered ethical media, they must meet both criteria.

For example, if a publisher produces content that promotes health and wellness but conducts business practices that harm the environment more than similar-sized companies, they wouldn’t be considered ethical media. Likewise, a publisher with a low carbon emissions count but content that spreads hate wouldn’t meet the criteria.

To be clear, we’re not just talking about what some might consider “purist” publishers like (which, by the way, is a great site). Ethical Media includes publishers of all shapes and sizes from various categories, such as fashion, lifestyle, news, food, and B2B publications. More on this later.

How do we measure how Ethical a media company is?

While our definition is concise, determining whether a publisher is ethical requires analysing multiple data sources. This encompasses a variety of areas where a range of different publisher types excel.

The Guardian and Immediate Media (whose sites include BBC Good Food) operate their businesses in an ethical manner – independent shows that. While publishers such as Discover Magazine and National Geographic have low carbon emissions per ads delivered. Marie Claire and Mind Body Green are good examples of sites that produce content that encourages people to adopt sustainable habits, while Refinery29 delivers and audience a valuable audience who are interested in living ethical lifestyles.

These are not niche publishers for the die-hard climate activist. They are quality lifestyle and interest sites that promote ethical living in a responsible manner, wherever someone is on their sustainable lifestyle journey.

Why is Ethical Media valuable to brands?

3 reasons…..

1. It is a way to reach a valuable ethical audience:

Advertising on ethical publishers enables brands to connect with an audience that values ethical choices, from opting for eco-friendly cars to sustainable cosmetics, vegan food, and more. For brands in these sectors, this audience is your core customer base, akin to how fashion brands must be on

2. It provides high quality inventory

There’s a clear correlation between ethical publishers and high-quality ad inventory. Ethical publishers tend to deliver high viewability and attention metrics, low fraud levels, and strong performance results.

3. It enables brands to achieve great campaign results while doing Good

Investing in Ethical Media means that your ad budget has a positive impact on the planet and society. Your campaigns will produce fewer carbon emissions, supporting publishers who drive positive behavioural change. These publishers encourage actions like recycling, caring for one’s health, donating to charity, promoting empathy, championing equal rights, and caring for both people and the planet.

By choosing Ethical Media, brands can connect with an engaged audience, benefit from high-quality inventory, and make a positive impact on the world through their campaigns. It’s a win-win situation for everyone involved.

The GoodNet partnership with Legacy Media provided Marketers with the ESG Lens to achieve great results whilst doing good

This partnership brings together The GoodNet’s deep expertise in helping advertisers reach ethically-minded audiences with Legacy’s insight into the ESG credentials of media owners; helping advertisers better plan and measure their media spend for both performance and Good.

With 46% of consumers saying that they want to buy from organisations that benefit the planet and society[1], and spend on ethical products growing four times faster than overall consumer spend[2], it’s clear that people increasingly value brand’s ethical credentials. With this in mind, advertisers must increasingly think about the broader impact of their media investment decisions in relation to sustainability goals.

Since launching last year, The GoodNet has provided brands with a simple way of delivering their key campaign metrics, whilst supporting publishers whose content is aligned to the UN’s Sustainable Development Goals, and proactively reducing campaign CO2 emissions. Legacy’s ESG data provides The GoodNet, across all campaigns, with the ability to optimize media investment towards companies with values and purpose at their core.

The GoodNet’s belief that brands can achieve great campaign results while doing good has been embraced by a range of brands as diverse as Kia, Trainline, Canada Goose and Pinterest.

Guy Jones, Co-founder at The GoodNet said, “We are delighted to have partnered with Legacy. Placing advertising spend with media owners who perform well against ESG criteria is a key way in which our industry can be a force for good. Legacy’s data, as part of GoodIQ, will help to show buyers that having a positive impact can go hand in hand with driving great campaign performance.”Andy Power, Founder & CEO, Legacy Media, stated: “Legacy partners with companies focused on changing and maintaining a ‘good’ media investment supply chain. Our partnership with The GoodNet reflects and strengthens our mission to enforce direction of media budgets to companies also determined to make positive change”.

[1] EY Future Consumer Report, 2021

[2] 20 Years of Ethical Consumerism, Co-Op 2021

What Do Ethical Consumers Want?

What Do Ethical Consumers Want?

Earth Day raised awareness about the state of our planet and what we can do to help it, making sustainability a priority for many people. The advertising and business press provided some insightful reports on people’s attitudes and behaviours toward being more sustainable.

Below is a collection of our favourite learnings, along with links to the actual reports.

  1. Adoption of sustainable lifestyles is on the rise.

Deloitte’s sustainable lifestyle report shows that people are embracing sustainable behaviours in many aspects of their lives. While recycling and reducing food waste are the most popular behaviours, limiting single-use plastic, reducing the amount of new product purchases, and reducing meat and animal products are the fastest-growing habits. Deloitte also looked at what is important to people when buying brands and products.

They found that people consider the following sustainable and ethical values most important when choosing brands/products:

  • Producing sustainable packaging and products
  • Reducing waste in the manufacturing process
  • Committing to ethical working practices
  • Reducing carbon footprint
  • Respect for human rights

Full report here

  1. Sustainability-marketed products occupy 17% of the consumer-packaged goods market and are growing faster than non-sustainability marketed products.

NYU Stern’s Sustainable Market Share Index found that sustainability-marketed products grew 2.7x faster than products not marketed as sustainable. These products also command an average 28% price premium, which shows that many people are willing to pay more for a product that is kinder to the planet. Brands are reacting to this demand by producing more sustainable products; 1 in every 2 new products that were introduced to the CPG market in 2021 communicated a sustainable benefit.

Full report here

  1. People want both sustainability and affordability.

We are in the midst of a cost-of-living crisis that is affecting everyone in different ways. You would be forgiven for thinking that people abandon sustainable living habits during challenging economic times, but Capgemini’s Today’s Consumer report shows that isn’t always the case. The study found that people are still very much committed to being more sustainable but are trying to balance that ambition with their financial reality. 54% of consumers value affordability over sustainability, meaning that 46% feel the opposite. Capgemini advised brands to lead with purpose to manage the growing tension between affordability and sustainability, recommending tactics such as value-led loyalty schemes and re-evaluating the price of sustainable products.

Full report here

  1. Utilities, food and travel are the sectors where people are looking to be more sustainable with their spending.

PDI Technologies’ Business of Sustainability Index report outlined utilities, food and restaurants, fuel stations, and hotels as the top categories where people are most likely to make sustainable purchase choices. They also found that loyalty/rewards schemes would drive adoption of sustainable products.

Full report here

  1. Consumers do not understand some of the newer sustainability terms and want brands to use clear language.

Economists, sustainability advocates and brands are increasingly using terms like “circular economy,” “regenerative agriculture,” and “carbon neutral” in sustainability communications. The National Retail Federation’s study shows that few people understand these terms; 11% are familiar with “circular economy,” 13% with “regenerative agriculture,” and 34% with “carbon neutral.” They encourage using more familiar and simple terms such as “recyclability,” which are understood by a significantly larger proportion of society.

Full report here

  1. Certifications matter more than ever, and brands should use them.

BCorp, Fairtrade, Planet Mark, and other independent certifications act as kitemarks of sustainable and ethical practices. The Shelton Group’s research shows that these marks influence product purchase and build trust in brands, with 87% of people saying certifications are important when purchasing products. Such certifications can act as shortcuts for people to choose a brand and have confidence that it is ethical.  Brands that have such certifications should ensure these marks play a prominent role in their advertising and packaging.

Full report here

The GoodNet has been nominated in the Rising Star category at the prestigious Start-Up Awards.

The GoodNet has been nominated in the Rising Star category at the prestigious Start-Up Awards. The nomination recognizes the exceptional growth and success of The GoodNet in the tech industry, and its commitment to providing innovative solutions for businesses and consumers alike.

Co-founder of The GoodNet, Guy Jones, expressed his gratitude for the nomination, saying “We are thrilled and humbled to be nominated for the Rising Star category at the Start-Up Awards. It is an honour to be recognized by such a prestigious organization and we are excited to continue pushing the boundaries of technology and innovation to help businesses succeed.”

The Start-Up Awards are one of the most respected and competitive awards in the UK’s start-up community. The Rising Star category highlights the most promising new businesses in the industry and celebrates their achievements. The GoodNet’s nomination is a testament to the hard work and dedication of the entire team, and its commitment to innovation and excellence in advertising and sustainability.

The judging panel contains executives from companies such as Startling Bank, BT and EY, and previous winners include Tail (fintech platform), Seedrs (funding platform) and Ver (energy).

The winners of the Start-Up Awards will be announced at a ceremony in London in June. The GoodNet team is eagerly looking forward to attending the event and meeting other industry leaders to celebrate the achievements of the UK’s start-up community.

“Consumers care about sustainability and they back it up with their wallets”…

So said McKinsey when they released the learnings from a joint study undertaken with Nielsen IQ that examined the explosion of interest from consumers in environmentally and socially responsible brands and products.

McKinsey and NielsenIQ analysed 5 years of sales data covering 44,000 brands and identified 93 different ESG-related claims. The analysis revealed a clear link between ESG-related claims (e.g. animal welfare, environmental sustainability, organic-farming methods, planet-based, social responsibility and sustainable packaging) and consumer spending.

This news was music to our ears here at The GoodNet, and we’ve had a good look at the report.

Here are six things we learned..

1. Consumers are increasingly prioritizing sustainability: The report found that nearly 60% of consumers globally are willing to change their shopping habits to reduce their environmental impact. This means that companies who prioritise sustainable practices are likely to attract and retain more customers in the long run.

2. Consumers are willing to pay more for sustainable products: According to the report, around 45% of consumers are willing to pay more for eco-friendly products. This suggests that companies that invest in sustainable production methods and materials may be able to command a price premium for their products.

3. This applies to brands of all sizes. Smaller brands achieved disproportionate growth in 59% of categories, while larger brands did so in 50%. Established products making ESG-related claims outperformed established products without them in 68% of categories. Private-label products that made ESG-related claims seized more than their expected share of growth in 88% of categories, suggesting consumers may be eager to support affordable ESG-friendly products.

4. Less-common ESG-related claims are associated with higher growth rates than more common claims. This suggests brands can successfully use their sustainability initiatives and positioning as a means of differentiation. Products that highlighted the least common ESG-related features (such as “vegan”) grew 8.5% more than peers that didn’t make such claims.

5. Combining multiple ESG-related claims is associated with higher growth rates. Products with multiple types of claims grew twice as fast as those with only one. However, companies must back these claims with genuine actions that have a meaningful ESG impact to avoid greenwashing. The study suggests that a multiplicity of claims made by a product may correlate with authentic ESG-related behaviour on the part of the brand, and brands should reflect on their commitment to ESG practices holistically.

6. Sustainable practices can boost customer loyalty: Consumers are increasingly loyal to companies that prioritize sustainability. In fact, nearly 70% of consumers said they are more likely to recommend a brand if they believe it is making a positive impact on society and the environment.

Overall, the McKinsey report highlights the growing importance of sustainability for consumers and the potential benefits for companies that prioritise sustainable practices. By taking meaningful action on sustainability and effectively communicating their efforts (while complying with appropriate legislation such the ASA’s Green Claims Code), companies can differentiate themselves from competitors and build lasting customer loyalty.

Read the full report here.

The GoodNet & actionable Partner to Help Marketers Reach & Engage Ethical Consumers

Sustainability ad network, The GoodNet, and technology company, actionable, announced an exclusive partnership that will help brands and non-profits activate interactive ad formats for ethical consumers in the moments they are most likely to take action. 

This partnership will bring together actionable’s deep expertise in building engaging ad solutions with The GoodNet’s access to a scaled audience of ethical consumers within highly contextually relevant environments. 

Any brands or organisations working with The GoodNet will be able to leverage actionable’s customisable ActionButton format, which can be used to gather insights, raise awareness, prompt user action, and create conversation. Likewise, any advertisers working with actionable will have the ability to activate their message across The GoodNet’s network of publishers whose content makes the world greener, healthier, and fairer. 

Sustainability is a critical topic within the advertising industry and much good work is being done around subjects such as carbon emissions. However, sustainability is also about engaging communities of people to take positive action in their lives and in the world around them. This partnership brings together two companies at the forefront of this charge, allowing advertisers to leverage their complementary services in a simple, joined-up way. 

actionable have worked with notable brands in the U.S.A in industries ranging from tech to beauty to lifestyle, with highlights including General Motors, Tommy Hilfiger, and L’Oreal. Last year, actionable was a key part of the General Motors master-brand launch, helping to raise awareness around the brand’s overall shift towards electric vehicles and sustainability. 

Guy Jones, co-founder, The GoodNet said, “We are delighted to be bringing the ActionButton to advertisers who are working with us to reach ethical audiences. Our audience comes to our publisher websites for inspiration and advice on how to live a greener, healthier, and socially positive life. This unique format is a fantastic way for brands to engage with ethical consumers in the moments when they are looking to take positive action.” 

Alice Pott, managing director, actionable, said “actionable has always believed in the power of meeting people in the moments they feel inspired and giving them ways to take instant action. TheGoodNet’s extensive sustainability publishers gives us the opportunity to reach even more moments of inspiration with ethically-minded audiences. Collaboration is key to building a sustainable future and we are thrilled to have found such an aligned partner.”