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Media agency Wavemaker, a division of WPP, has forged a sustainability partnership with Nationwide Building Society and media partner ITV to decarbonize 29m UK homes.

The ambitious mission seeks to lower barriers to carbon reduction through greater public awareness of the impact our built fabric has on the planet.

With the road to a greener future beginning at home, the trio will work to dispel confusion among property owners around which home improvements can deliver the most environmentally-friendly outcomes, overcoming the inertia that plagues a sector that contributes 20% of all greenhouse gas emissions in the UK.

Each partner will play its part to raise awareness of the issue, with Nationwide launching a three-part advertiser-funded series of weekly programs on ITV fronted by Ranvir Singh to educate the public on what changes they can make around the house. This will be augmented by a variety of short-form content in which blogger and Instagram influencer Daisy Payne shares personal tips on how to ‘green-ify’ your home.

Spencer Clarke, director of mortgages marketing at Nationwide Building Society, said: “To meet our net-zero target by 2050, the country needs nothing less than a green homes revolution, and we hope this campaign will help to inspire homeowners across the UK to start taking action to retrofit their properties.”

Rachel D’Cunha, strategy partner, Wavemaker UK, added: “Even if we can support one home in pursuing the first ‘baby steps’ it takes to go green with this campaign, we are one step closer to achieving Britain’s 2050 emissions reduction target and to a better future for the generations ahead.”

For ITV’s part Bhavit Chandrani, director of digital & creative partnerships, said: “Advertiser-funded programming is a great way for us to work with brands and Save Money: My Beautiful Green Home is a fantastic example of us partnering with Nationwide and Wavemaker to bring key messaging to our viewers around how they can make their homes greener.”

The initiative has been sparked by a government target to slash carbon emissions by 78% by 2035, a goal which has no hope of being met without bringing home owners on-side.

Other brands playing their part in low-carbon drives are Sainsbury’s, Hellmann’s and WPP itself.