Of course, this is concerning for those of us in the industry on several fronts. Shifting our ecosystem onto a greener path is a tremendous undertaking that will require time and attention and could impact bottom lines for stakeholders across the media and marketing landscape.

However, there is a financial upside to all this: It’s a key business opportunity that can generate revenue for those in the ad industry, all while keeping the health of our planet in check.

This story is part of Adweek’s The State of Sustainability digital package, which spotlights climate-focused marketing solutions across the beauty, experiential and media spaces, and examines how an industry that was built to drive consumption is adapting to reduce its impact.