Ad Net Zero Director John Osborn on Why Purpose Is the Most Powerful Media Strategy

What do cowboy ethics, climate-conscious media, and the perfect chocolate chip cookie have in common? For John Osborn, it all comes back to purpose.

In this episode, Sightly CEO Adam Katz sits down with John—Director at Ad Net Zero and longtime industry force—for a no-BS conversation about sustainability, values-driven leadership, and why the future of advertising depends on doing the right thing and doing it well.

Together, Adam and John unpack:

💥 The “cowboy ethic” that fuels stronger partnerships

📊 Why carbon measurement is key to smarter media planning

⚖️ How to balance speed with scalable, lasting impact

👥 Why employees—not execs—are redefining brand values from the inside out

🍪 And yes, the secret to the perfect chocolate chip cookie (crispy edges, gooey middle)

They also dig into Sightly’s role in the movement, the rise of real-time value expression, and a global sustainability framework that could unite the industry around measurable change.

Whether you’re deep in ESG strategy or just getting started, this episode makes one thing clear: purpose and performance can go hand in hand.