Independent Media Agencies Australia (IMAA)

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Independent Media Agencies Australia (IMAA) Sustainability Profile

Sustainability Summary

  • Good On You - Not found
  • Ethical Consumer - Locked
  • B Corp - Not found
  • Trustpilot - No
  • This is an unclaimed profile. Independent Media Agencies Australia (IMAA) has not joined Sustainability Tracker to verify their sustainability credentials. We gathered what we could from public sources.
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Independent Media Agencies Australia (IMAA) is an industry body for independent Australian media agencies. Its sustainability work is focused on the media sector, not on consumer products. The group says it has a Reconciliation Action Plan, a Diversity and Inclusion Council, and a carbon-neutral status. It also launched Project Earth, which is meant to help member agencies and the wider media industry take practical steps on environmental issues. The available information suggests IMAA is using its role as a trade association to push education, collaboration, and sustainability action across its network.

Positive Sentiment Found
Public commentary in the available material is mostly positive. IMAA is described by Integral Ad Science as having grown from 20 foundation members in 2020 to more than 155 in early 2023, and the same source says the organisation has raised the profile of independent agencies. On sustainability, IMAA’s own published material says it has a Reconciliation Action Plan, a Diversity and Inclusion Council, and carbon-neutral status, and it links Project Earth to practical help for members. The third-party SustainabilityTracker profile also notes that Project Earth was launched in 2022 as an environmental initiative for the independent media sector. No independent review scores or consumer review patterns were found for IMAA itself.

About Independent Media Agencies Australia (IMAA)

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Independent Media Agencies Australia (IMAA) Sustainability Actions

Launched Project Earth

IMAA launched Project Earth in 2022 as an environmental initiative for the independent media sector. The project is meant to help agencies improve how they manage environmental issues and to support wider change in the media industry. IMAA says the work is backed by partnerships with environmental groups and media tools, and that it is designed to give members practical help rather than sell a product.

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Became carbon neutral

IMAA says it became a carbon-neutral organisation through a partnership with Trace. Carbon neutral means it says it has balanced out the greenhouse gases linked to its own operations, often by reducing emissions first and then using offsets for the rest. This claim applies to the association itself, not to all of its member agencies.

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Ran carbon positive events

IMAA says it hosted two carbon positive events with C2Zero. Carbon positive usually means an event or activity claims to remove more carbon than it creates. The source does not give full technical details, but it shows the group has tried to make its events part of its environmental work.

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Joined Clean Up Australia Day

IMAA says its members took part in Clean Up Australia Day’s corporate day for the first time. This shows the association has encouraged member involvement in a public environmental activity. The source presents this as part of its wider effort to build sustainability habits across the independent media sector.

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Built sustainability partnerships

IMAA says Project Earth is supported by several environmental partners, including Trace, C2Zero, Scope3, Net Zero Media, and SeenThis. These partnerships appear aimed at helping members learn how to run more sustainable campaigns and understand the environmental impact of media buying. Scope3 is a media emissions platform that tracks advertising-related carbon impact.

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See All (6)

Independent Media Agencies Australia (IMAA) Sustainability Commitments

2022

Expand Project Earth

IMAA launched Project Earth in 2022 and described it as a series of initiatives and partnerships to build environmental management and sustainability across the indie media sector. The year matters because it marks the start of a longer-term programme, not a one-off event.

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About Independent Media Agencies Australia (IMAA)

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Sustainable Development Goals

Independent Media Agencies Australia (IMAA) is committed to advancing these Global Goals to promote prosperity for people & planet.

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Frequently Asked Questions

Has Independent Media Agencies Australia published a sustainability report?

Confidence: Low. As of October 2026, Independent Media Agencies Australia has not publicly shared a formal sustainability report in the material available here. It has published information about Project Earth, carbon neutrality, and related partnerships, but that is not the same as a full report with detailed data and targets. Consumers or member agencies who want more detail can ask IMAA directly through its website.. Sources: IMAA, SustainabilityTracker - https://theimaa.com.au, https://www.sustainabilitytracker.com/brand/independent-media-agencies-australia-imaa/

What is Independent Media Agencies Australia's sustainability rating?

Confidence: Low. As of October 2026, no public sustainability rating from Good On You, B Corp, or Trustpilot was found for Independent Media Agencies Australia in the available material. That means there is no independent score here that a consumer can compare with other brands. The strongest public signal is its own sustainability activity, plus third-party coverage of Project Earth. Consumers looking for a formal assessment may need to check directly with the organisation.. Sources: SustainabilityTracker, IMAA - https://www.sustainabilitytracker.com/brand/independent-media-agencies-australia-imaa/, https://theimaa.com.au

What sustainability certifications does IMAA have?

Confidence: Moderate. As of October 2026, IMAA says it has carbon-neutral status and also points to a Reconciliation Action Plan and a Diversity and Inclusion Council. Carbon neutral means it says it has balanced the emissions from its own operations, usually by reducing them and offsetting the rest. The available material does not show a formal third-party certification such as B Corp or ISO 14001. Consumers should treat the carbon-neutral claim as self-reported unless they can see the underlying verification.. Sources: IMAA, Integral Ad Science - https://theimaa.com.au, https://integralads.com/apac/insider/masters-of-media-sam-buchanan-ceo-at-independent-media-agencies-australia-imaa/

What is Independent Media Agencies Australia's carbon footprint?

Confidence: Low. As of October 2026, Independent Media Agencies Australia has not publicly disclosed a full carbon footprint figure in the material available here. It says it is a carbon-neutral organisation, but no emissions total, baseline year, or detailed method is shown. That makes it hard to judge the size of its impact or how much was reduced versus offset. Consumers who want the numbers should ask IMAA for its emissions data and carbon-neutral method.. Sources: IMAA, SustainabilityTracker - https://theimaa.com.au, https://www.sustainabilitytracker.com/brand/independent-media-agencies-australia-imaa/

Is Independent Media Agencies Australia's packaging sustainable?

Confidence: Low. As of October 2026, packaging is not a relevant issue for Independent Media Agencies Australia because it is an industry body, not a product brand. The available material does not mention packaging, materials, or product waste. Its sustainability work is instead focused on media-sector initiatives like Project Earth, education, and carbon-neutral operations.. Sources: IMAA - https://theimaa.com.au

Is Independent Media Agencies Australia ethical in how it treats workers and partners?

Confidence: Moderate. As of October 2026, the available material suggests IMAA is trying to support workers and member agencies through education, diversity work, and flexible industry practices, but there is not enough independent evidence to fully judge labour standards. It says it has a Diversity and Inclusion Council and an Academy for training, and it also talks about staff benefits in the independent agency sector. However, there is no public third-party labour audit or worker review data here.. Sources: IMAA, Integral Ad Science - https://theimaa.com.au, https://integralads.com/apac/insider/masters-of-media-sam-buchanan-ceo-at-independent-media-agencies-australia-imaa/

What is Independent Media Agencies Australia doing about sustainability?

Confidence: High. As of October 2026, Independent Media Agencies Australia says it is working on sustainability through Project Earth, carbon-neutral operations, carbon positive events, and partnerships with environmental groups such as Trace, C2Zero, Scope3, Net Zero Media, and SeenThis. It also says sustainability is one of its key strategic pillars and that members have taken part in Clean Up Australia Day. The available material shows a clear focus on helping media agencies understand and reduce environmental impact.. Sources: IMAA, SustainabilityTracker, Integral Ad Science - https://theimaa.com.au, https://www.sustainabilitytracker.com/brand/independent-media-agencies-australia-imaa/, https://integralads.com/apac/insider/masters-of-media-sam-buchanan-ceo-at-independent-media-agencies-australia-imaa/

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