By Kadian Nunes

The world is ending! Well, not quite yet, but the urgency to address our current path is real. With each passing year, carbon emissions continue to rise, biodiversity declines, and natural resources dwindle. 

In the face of these challenges, it becomes increasingly crucial for industries to embrace sustainable practices as a fundamental imperative. I interviewed Katie White Hartranft, VP Account and Sustainability Director for The Martin Agency, who for years has been speaking for the trees and the planet through the lens of the agency’s work and operations. Through our conversation, we discussed the strategies, innovations, and collaborative efforts driving meaningful change within the industry.

Kadian:  So, let's start by discussing your overall experience and how you found yourself in this position.

Katie: I started in advertising, but my connection to nature comes from my family, especially my dad, a UVA professor in sustainability business. In college, I aimed for marine biology but found my passion for communication in marketing, particularly advertising. I was drawn to [Martin’s] focus on ambitious ideas and advertising's potential for positive change. For the past five years, I've worked on grassroots sustainability initiatives, but I see advertising's role in reshaping how society consumes.

Kadian: So you combined the two things you're passionate about, and found a position that suits both without compromising the other.

Katie: Exactly! I started wanting to save the world with marine biology realizing I don't love all the science, but I do have a knack for creativity and persuasion — and then marrying that in advertising where I think we actually have a really great opportunity to move from over-consumption to conscious consumption and use creativity to help our clients navigate the changing climate.

Kadian: When considering sustainability in the advertising industry, my mind often turns to practical steps like replacing plastic with glass on set. What are some actionable steps agencies can take, beyond simple material swaps, to contribute to sustainability in the industry?

Katie: There are three kinds of rules that come into play when you apply that to advertising and sustainability business operationally.

1. Operational Changes: This involves rethinking production methods to reduce environmental impact. This includes initiatives like tracking and offsetting carbon emissions from production activities, as well as decarbonizing media to lower the overall footprint of advertising efforts.

2. Innovation: Agencies can leverage innovative tools and approaches to embed sustainability into their creative work. For instance, The Martin Agency developed the sustainability tension map, an open-source tool aimed at bridging the gap between consumers' intention to take sustainable actions and their actual behavior.

3. Facilitation: Agencies can play a crucial role in pushing clients to adopt more sustainable practices. This might involve encouraging clients to explore new models such as the circular economy or innovative services like Newly by Urban Outfitters, which promotes a more sustainable approach to business operations.

Kadian: What do you see as the most significant opportunities or challenges that are facing the industry right now in integrating sustainability?

Katie: So, in my experience, the industry often treats sustainability as important but not urgent, similar to how DEI initiatives are sometimes handled. It's seen as a separate effort rather than integrated into our core processes. But here's the thing—if we can get sustainability into the brief from the get-go, it can make a world of difference. I'm a firm believer that what's in the brief shapes the work we do. So, by making sustainability part of that blueprint, we can ensure it's woven into every aspect of our creative process, from strategy to execution. It's all about making sustainability a natural part of how we work, rather than just another checkbox to tick off.

Kadian: Do you have any advice for agencies that are looking to integrate sustainability into their practices?

Katie: If I could give one piece of advice it’s most people tend to focus on production when considering sustainability, but there are other important aspects to consider as well. I believe starting with operations is crucial because it involves cleaning your own house and examining your operations thoroughly. Even if you're just starting out or aiming to reduce your own impact, it's a significant step.

I don't believe any business sets out to harm the planet intentionally. While there may be a few exceptions, I prefer not to focus on those. Instead, I see businesses as entities striving to meet consumer needs. However, it's imperative that we fulfill those needs in a more sustainable manner. Shifting from overconsumption to conscious consumption is within our control, and we possess the superpower to make it happen. as my Dad (and of course Spiderman) always say ’with great power, comes great responsibility).

As Earth Day nears, let's remember our duty to protect our planet for the future generations. Sustainability isn't just a trend; it's about saving resources and nature. Let's make it a habit to help Earth stay healthy. Happy Earth Day Everyone!

Katie White Hartranft

VP Account and Sustainability Director,
The Martin Agency