The media industry moves culture, drives behaviour, and allocates billions. What happens when 0.1% of that power goes in service of nature? A senior roundtable for leaders ready to find out.

Overview 

Media in Service of Nature is an industry initiative co-founded by Ecologi, giffgaff and MG OMD. It encourages brands, agencies and media owners to dedicate a small amount of campaign spend (typically 0.1%) to verified UK nature recovery projects, based on a simple belief: if media investment can shape culture, drive growth and influence behaviour, it can also help restore the natural world.  

The next Media in Service of Nature roundtable will take place at Cannes Lions 2026 on Wednesday 24th June, bringing together senior leaders for an open conversation about how media can support nature recovery. 

Hosted in collaboration with Mobsta, one of the first businesses to sign up to the initiative, the session will bring together voices from across brands, agencies, media owners, platforms and technology partners. The focus will be on how the media ecosystem can turn good intentions into practical action, and how sustainability can be built into the decisions, partnerships and planning processes that shape campaigns every day. 

Rather than a traditional panel, the roundtable will be shaped by the people in the room. It will explore how media investment can contribute to measurable environmental impact, how sustainability remains commercially and culturally relevant in an AI-driven industry, and what more responsible decision-making could look like in practice. 

At a time when much of the Cannes Lions conversation will focus on AI, automation and transformation, this session will help keep nature firmly on the agenda. Not as a separate issue, but as part of the same conversation about innovation, effectiveness and responsible growth. 

The ambition is for attendees to leave with stronger cross-industry connections, a clearer understanding of Media in Service of Nature, and practical ideas for how the industry can help scale meaningful environmental impact. 

This is a chance to continue an important conversation in one of the industry’s most influential settings, and to make sure that as media looks ahead, nature remains part of the future we are building. 

Purpose of the Roundtable 

The roundtable is intended to create an open and collaborative discussion amongst senior industry stakeholders around: 

• The role media can play in supporting nature recovery and sustainability goals. 

• How sustainability remains commercially and culturally relevant in an AI-driven industry. 

• The responsibility of media and technology businesses to shape more sustainable ways of working. 

• Opportunities for greater collaboration across brands, agencies, publishers and platforms. 

• How initiatives like MISN can move from awareness into scalable industry action. 

Rather than a traditional panel session, the format will encourage shared discussion, perspectives and practical thinking from attendees. 

Impact + Chatham House Rule 

To help create an open and constructive conversation, the roundtable will be held under the Chatham House Rule. This means attendees are free to use the ideas and perspectives shared in the session, but comments will not be attributed to any individual or organisation without permission. 

The aim is to give senior leaders the space to speak openly, while making sure the value of the discussion reaches beyond the room. Following the roundtable, key themes, points of alignment and practical actions will be captured and developed into a short industry-facing summary, with support from Mobsta’s PR agency. 

This output will be designed to help carry the conversation through Cannes Lions and beyond, supporting wider industry dialogue around how media can play a more meaningful role in nature recovery. 

Key Themes 

Potential discussion themes include: 

• Why sustainability still matters in the current media landscape. 

• Balancing AI innovation with environmental responsibility. 

• The role of media investment in supporting nature recovery. 

• Embedding sustainability into planning and commercial decision-making. 

• Collaboration between agencies, brands, publishers and technology businesses. 

• The future expectations placed on the media industry by clients, consumers and talent. 

• What meaningful action looks like beyond industry commitments and pledges. 

Audience 

Senior leaders across: 

• Agencies 

• Brands 

• MISN Partners 

• Sustainability leads 

• Innovation and strategy teams 

Desired Outcomes 

The ambition is for attendees to leave with: 

• Stronger cross-industry connections and alignment. 

• Greater awareness of the MISN initiative amongst decision makers and its potential impact. 

• New ideas around integrating sustainability into media and technology conversations. 

• A shared sense that sustainability and nature recovery must remain central to the future of the industry alongside AI and innovation, not behind them. 

• Impact and legacy beyond Cannes. Shared themes, priorities and practical actions that can be captured after the session and used to support wider industry dialogue, press activity and momentum beyond the round table. 

See you there 

This event is by invitation only. Places are limited. If you’d like to join this conversation or have any questions please get in touch. 

Mike Freeman, Head of Business Management at Mobsta - Mike.Freeman@mobsta.com  

Juliana Proskourina-Barnett, Head of Comms and Creative Services at Mobsta - Juliana.Proskourina-Barnett@mobsta.com