SBS leads Australian media sustainability with launch of SBS Brief Green

SBS has launched a market-leading Sustainability Report at its 2026 Upfronts, reinforcing its position as Australia's public broadcaster in environmental responsibility. SBS unveiled SBS Brief Green, a groundbreaking toolkit that enables marketers to design media plans that reduce advertising emissions without disrupting the media outcomes. This initiative responds directly to brands seeking to align their media strategies with broader climate commitments in a cost-effective manner.

The broadcaster utilises the Ad Net Zero framework and partners with Scope3 to measure campaign emissions accurately. SBS Brief Green encompasses several key elements: carbon-optimised media planning, a dedicated sustainability hub on SBS On Demand featuring documentaries and sustainably-produced content, and partnering with SBS CulturalConnect to help brands develop environmentally-conscious creative campaigns. This approach demonstrates how media companies can drive both business growth and environmental progress simultaneously.

SBS has consistently pioneered sustainability practices in Australian media, being the first broadcaster to measure internal emissions, transition to 100% renewable energy, and achieve Science Based Targets initiative validation for its carbon reduction goals. Acting Managing Director Jane Palfreyman emphasised the growing importance of sustainability for marketers, noting that supplier emissions constitute a significant portion of business footprints. With Australian government legislation now mandating climate-related financial disclosures from January 2025, SBS's first-ever Sustainability Report sets a benchmark for the industry, providing a roadmap for competitors, brands, and agencies to follow.