In recent years, the issue of climate change has been at the forefront of many minds, particularly in creative circles. Even in a landscape where applying for B Corp status seems to be among the primary concerns of many brands, there are countless others standing in the way of sustainable progress.
Recently, however, the world's biggest polluters have been called upon to take responsibility for their actions and work towards reducing their carbon footprint. In response, over 500 advertising and public relations agencies from around the world have formed a group known as the "Clean Creatives" and have pledged to cut ties completely with the worst offenders.
The Clean Creatives pledge calls for advertising and PR agencies to reject work from companies that derive more than 50% of their revenue from fossil fuels or support the expansion of the fossil fuel industry.
It was launched in 2021 by a group of young creatives who were concerned about the role that advertising plays in promoting climate change. The pledge, which is now signed by agencies in over 20 countries, states that signatories will "refuse to work with fossil fuel companies that are actively undermining the fight against climate change."
By signing the pledge, agencies commit to not work with these companies and to use their skills and expertise to promote sustainable and environmentally friendly businesses and causes. Since its launch, the Clean Creatives pledge has gained widespread support from agencies around the world including FischTank PR, Grey Horse Communications and Multitude Media, all of which have pledged their commitment to promoting sustainability.
Is it just paying lip service?
I’m naturally inclined to cynicism when it comes to environmental pledges, and this would be far from the first time Adland had been accused of greenwashing. Indeed, just one recent example saw the ASA ordering Etihad to take down a Facebook ad in which it claimed it had “a smaller environmental footprint” due to reducing single-use plastics on board.
However, the pledge has already had a significant impact. In the wake of its launch, several major fossil fuel companies, including BP and Shell, have announced that they will be reducing their advertising budgets. And in January 2023, the United Nations Environment Programme (UNEP) called on the advertising industry to "stop greenwashing" the fossil fuel industry.
In addition to promoting sustainability, the Clean Creatives pledge could also benefit participating agencies. By aligning themselves with environmentally friendly causes, these agencies can attract clients who prioritise sustainability and social responsibility. This can then hopefully help them to build a positive reputation and differentiate themselves from competitors.
However, the Clean Creatives pledge is not without its challenges. Some critics argue that it is unfair to punish companies for their past actions, and that these companies may still have a role to play in transitioning to a more sustainable future. There’s also the elephant in the room to consider - agencies may face financial losses by refusing to work with certain clients.
A force for good
Despite these challenges, the Clean Creatives pledge represents a significant step towards promoting sustainability and reducing the influence of polluting industries. As more agencies join the movement, it has the potential to create a powerful network of creatives dedicated to promoting a more sustainable and equitable future.
The campaign is a reminder that the advertising industry has a role to play in the fight against climate change. By refusing to work with fossil fuel companies, these agencies are sending a powerful message that the world is moving on from dirty energy. It is a sign of the growing momentum behind the movement for a clean energy future and I can't wait to see it go from strength to strength in the coming months.
