This time last week Media in Service of Nature (MISN) brought together leaders from media, advertising, technology and sustainability for a roundtable on #RewildingTheBrief chaired by Matt Mint, MG OMD. As members of MISN, Mobsta Ltd - Certified B Corp® was proud to host the session - thank you Mike Freeman.

With AI dominating so much of the conversation at #CannesLions2026, this session asked something important: how do we make sure sustainability, climate and nature remain part of our industry’s narrative?

The discussion was honest, practical and constructive. Nobody underestimated the pressure businesses are under, but there was also a real sense of possibility.

A few key themes stood out...

• Sustainability hasn't disappeared, but it needs to be easier to act on.
  The commitment is still there but budgets, attention and momentum are under pressure. The opportunity now is to make sustainable choices more accessible, tangible and easier to adopt as part of everyday media decision-making. MISN’s 0.1% of media spend to nature preservation offers a brilliant example of this.

• AI cannot be the only future-facing conversation.
  AI is changing how the industry works, and sustainability, climate and nature need to stay in the room as technology develops. Nature underpins everything we do - we don't have an industry without it.

• Nature and climate need to be part of the same conversation.
  Focusing on carbon alone risks overlooking the broader health of the ecosystems that businesses and societies depend on. Nature recovery, biodiversity and wider environmental outcomes are becoming increasingly important too.

• We need to broaden how we represent nature.
  If we want more boardrooms talking about nature, we need to move beyond the usual depictions of it. More inclusive stories can help connect nature to people’s everyday lives, engage a broader range of industries and bring more people into the conversation.

• Collaboration is where progress happens.
  Over the past three years, MISN has helped support more than 20,000 trees and 14km2 of wildflowers, wetlands and wildlife habitat restored through collective action across brands, agencies and media partners. It is a reminder that small contributions can build into something meaningful when the industry works together.

Matt Mint summed up the ambition of the session beautifully: “MISN isn't asking any one organisation to solve nature recovery on its own. It's about recognising that if every campaign invested a small fraction of its media spend in nature, thousands of small decisions could become one powerful collective investment. That's how meaningful change happens.”

The standout takeaway for us was that sustainability is firmly part of how our industry needs to think about growth, resilience, responsibility and long-term value.

Huge thank you to everyone who joined us with such openness and intent.