But, while fashionable, carbon neutrality is not the only sustainability issue in town - and it remains controversial.
At Weber Shandwick we have offset the carbon footprint of a number of activities. We are travelling at some speed on a long journey towards sustainable practices, having secured environmental certification and changed many of our procurement practices in favour of the environment. We have also worked on a number of climate-change activities for clients.
Being climate neutral is an aspiration that all businesses should share, even if not everyone chooses to work with The CarbonNeutral Company.
As the PRCA's Patrick Barrow noted in your story, the effort to factor in the carbon impact of client campaigns hasn't even started. That is probably where the biggest impacts lie.
Quick-fix 'carbon neutral' ticks in exchange for fees may look good, but being a sustainable business takes a lot more.
Brendan May, international head of corporate responsibility/sustainability, Weber Shandwick.
