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With over 230,000 classic displays across the UK, we are investing in the classic outdoor format and driving innovative sustainable practices within the industry that will ensure we remain relevant and a force for good, in today’s marketplace.

We are introducing The Outdoor Sustainability Initiative (OSI).

This is part of our long-term strategy to improve sustainability in classic outdoor through a series of actions.

Our OSI actions range from improved efficiencies in campaign delivery, waste management and recycling, to reducing carbon in our business operations and supply chains, through to innovative and more eco-friendly printing.

The OSI is guided by three pillars. Each pillar is designed to redefine the print and operational supply chains while embracing sustainability and technology innovation:

taking responsibility for printing and operations

By taking production of all classic campaigns in house through our print partners – Delta and VGL – we are removing inefficient processes to deliver a better service for advertisers, and we can develop products and solutions to help us meet our sustainability ambitions. We are making this change across Global’s estate including bus, London Underground, rail and roadside.

measuring our environmental impact

We prioritise monitoring and measuring our environmental impact. By gaining comprehensive insights into our supply chain and operational activities, we are able to make informed decisions to minimise our environmental footprint. In collaboration with environmental consultants, CarbonQuota and Planet Mark, alongside our trusted print partners, we are actively developing the capability to measure campaign carbon footprint.

investing in technology and the maintenance of our classic estate

Since 2018, we have invested over £16m in the construction and maintenance of our classic estate, ensuring its long-term viability. We are also on a journey towards process automation behind the classic medium. We have a multimillion-pound programme allocating resources to developing our technology to make our processes and assets fit for a low carbon economy. The result of this investment will be a streamlined, end-to-end booking to fixing process improving campaign delivery and efficiency and enhancing customer experience.

As signatories to Ad Net Zero and the UN Race to Zero, we are committed to reducing greenhouse gas emissions from our advertising business operations and production. We are guided by the Greenhouse Gas Mitigation Hierarchy to aid our prioritisation and decision-making processes.

benefits to Global customers

Through the OSI, we are looking deeper into our supply chain and Scope 3 emissions, which will reduce our customers’ scope 3 emissions in turn.

The OSI will result in a range of benefits for all Outdoor stakeholders. Customers will have a single point of contact for all printing, which will lead to more efficient management of campaign delivery, an overall improved experience for customers, less chance of error and waste, and ultimately a higher quality product.

But we’re not stopping there. We are developing new and innovative technologies in print and materials too.

our progress to date

We know that being more sustainable is a journey, not a destination. 

Global have been making changes to improve our sustainability credentials for over 10 years, demonstrating how environmental thinking sits at the heart of our culture.

We are committed to playing our part and continuing to invest in new ideas and methods that will further reduce our environmental impact and carbon footprint and as such, enable our customers to reduce theirs

bus case study

The bus industry has bought 4000 new zero emission vehicles. Without buses there’d be an additional 4.8bn car journeys on UK roads. Green buses therefore need green advertising products. Having overview of our bus board production has resulted in:

  • Reducing the carbon footprint of our bus boards by as much as 23%, as certified by CarbonQuota
  • Reducing waste and demand for raw materials
  • Introducing a closed-loop recycling process
  • Using low-Volatile Organic Compound (VOC) emitting inks
  • Reducing transportation delivery journeys
  • Reducing mileage associated with bus board production and delivery

Global procure 100% renewable electricity across our managed estate, including illuminated and backlit classic panels and digital displays.

The OSI will help us to form a circular economy model for our business.

A priority is to eliminate single use materials, in particular plastics, from our supply chain. We are working to lower our demand on virgin materials through creative design.

“This collaborative effort between Global and its supplier The Delta Group is a blueprint for how the advertising sector can reduce its environmental impact.”

Nathan Tiller, Co-founder of CarbonQuota

“Ad Net Zero encourages supporters across the advertising eco-system to interrogate what they do and put in place plans that systematically reduce carbon emissions in the delivery of advertising. This is a good example of positive action to account for and reduce the carbon footprint of Out of Home campaigns, and we look forward to seeing the new green bus boards on the streets of London.”

Ad Net Zero

“OMG has a clear ESG strategy and it’s incredibly important to us that our media partners commit to developing their sustainability credentials as a part of this. The green bus initiative is a brilliant example of Global delivering on their commitments. We fully support the Outdoor Sustainability Initiative (OSI) and I’m sure our clients will welcome this positive move towards delivering Ad Net Zero. Well done Global!”

Dan Clays, CEO, OMG

“At giffgaff, we passionately believe in responsible reach, that ethos extends to every touchpoint, whether that’s how we produce or how we advertise our marketing activity. Initiatives like Global’s OSI are a great step forward, helping businesses deliver their objectives whilst driving advances in sustainability too, great work.”

Georgina Bramall, Marketing Strategy Director, giffgaff

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