The Anti-Greenwash Guide for Agency Leaders

Guide The AntiGreenwash for Agency Leaders

Foragenciesofallshapesandsizestotackle greenwashing,understandthelimitsofthelaw,andmake stepstotransformtodrivepositiveaction

Artwork credit Michelle Tylick

About Creatives for Climate

Creatives for Climate is a non-profit global network using creativity to take climate action.

Ournetworkspans40,000strong–including entrepreneurs,employeesandethicalagencies–workingtowardsaworldwherethecreative industriesspanningadvertising,marketingandPR driveclimatesolutions.

Ourvisionisaworldwherecreativityisusedin serviceofclimatesolutionsandourmissionisto activateclimateleadershipwithinthe creativeindustries.

Special thanks

Wehavecreatedthishandbookincollaborationwithadvisorsand expertsacrossthesectorincludingJonathanWhitefrom ClientEarth,VictoriaHurthindependentpracademicandFellow ofCambridgeCISL,JellienRoelofsanti-greenwashlawyer,and GillWilsonIEMarketingProfessor.

ThisreporthasbeencuratedandeditedbyLucyvonSturmer, FounderofCreativesforClimatewithsupportfromwriterRoss FindonanddesignerEceEyisoy.

Capacity Building

Buildingamovementofcreatives learningnewskillstodrivechange.

Industry Action

Championingfrontrunnersto accelerateenvironmentalaction.

Climate Partnerships

Connectingclimateorganizations tocreativestoco-createsolutions.

Why this guide

Gone are the days when brands could get away with vague claims, and divert goodwill into tactics of delay. Thankstorapidlyemergingregulationandincreased globalawareness,weareenteringaneweraof increasedaccountability...aswellasextremeurgency forcommunicatorstoplayapivotalroleindrivingrapid behaviorchange.

Thisisaneraofopportunity,butalsomanyquestions.

How do we get this transition right?

“

“ What are the stories we need to tell? “ “

And who are the clients we should be supporting with our services?

This handbook is designed to help agencies of all shapes and sizes tackle greenwashing, understand the limits of the law, and make steps to transform to drive positive action.

What this handbook offers:

Anoverviewofthelatestregulationglobally,helping agenciesunderstandandcomplywith greenwashinglaws.

Apull-out‘HowNottoGreenwash’checklistto ensureyourcommunicationsaretruthful,clear,and backedbyevidence.

ExamplesfromglobalbrandssuchasPrimark, Unilever,Oatly,andHSBC,illustratingbothpitfalls andbestpractices.

Guidanceonhowtospotredflagsandrecognize positiveindicatorsinsustainabilityclaims.

SECTION1:

Industry State of Play

Where we are....

To better understand how agencies are already navigating decision-making on ethical priorities, Creatives for Climate launched a survey reaching 87 respondents across diverse agencies and locations.

Who did we hear from?

Netherlands,UnitedKingdom,Turkey,Denmark,Canada,USA,Spain,Romania, Portugal,Australia,NewZealand,India,Germany,Ireland,SouthAfrica,France, Italy,Indonesia,Yemen,Argentina,Sweden.Austria,Greece,Uruguay

Type of agencies

What agencies told

77 %

6.000.000€ Whilesustainabilityisapriorityfor85%ofrespondents,morethanhalfoftheagencies surveyedusenoguidelineorframeworktomakedecisionsaboutwhotheyrepresent. Meanwhile,despiteturningdownover6millioneurosworthofwork,values-drivenagencies continuetoberewardedinbothtalentandclientretention.Takealook...

Therealfigure,however,isalot higherassomerespondents reportedthat,becausethey instantlyrejectedalotofwork, therewasnodiscussionofbudget.

SECTION2:

Tackling Greenwashing

Marketing: The problem or the solution?

How much influence can agencies really have over a client who is unmoved by science and rallying cries for change?

“

From sponsoring the culture and arts sector to installing virtual Shell petrol pumps in Fortnite (yes, really), the fossil fuel industry loves it when creatives help them maintain their social license – the unwritten permission slip from society to keep doing what they are doing, despite the harm.

Whilesomemayclaimthatworking withtheworstpollutersholdsgreat potentialforchange,theevidence tellsadifferentstory.

TheworkofAmyWestervelt, investigativeclimatereporter, podcasterandfounderofDrilled, exposesthedisinformationcrisis peddledbythefossilfuelindustry.

Subpoenaeddocumentsrevealedthat thefossilfuelindustryhasbeenusing thesameplaybooktoextendtheuse offossilfuelsaslongaspossible.

“Theindustry’sapproachonclimate reallyhasn’tchangedsincescientists firststartedwarningthattheburning offossilfuelswasbecominga problem:push“solutions”thatkeep fossilfuelsprofitable,downplay climateimpacts,overstatethe industry’scommitments,andbullythe mediaiftheydon’tstayonmessage. It’sthesamefive-stepplan,deployed tothesameend:preservingpower, subsidies,andsociallicense.”

Thefossilfuelindustryhasshownno signsofslowingdownorchanging tactics,whichbegsthequestion: Howmuchinfluencecanagencies reallyhaveoveraclientwhois unmovedbyscienceandrallying criesforchange?”

So don't kid yourself that you can change a client's business strategy from within. “ “

AsTomTapper,founderofleading purposeagencyNiceandSerious shares:

“Clientshireagenciestogrowtheir businessbymarketingtheirproducts andservices.Ifaclientwantedto changetheirbusinessstrategyto reducetheircarbonemissions,would theyhireanadvertisingagencyto advisethem?Obviouslynot.

Sodon'tkidyourselfthatyoucan changeaclient'sbusinessstrategy fromwithin.Ifanoilcompanyhires youtocommunicatetheir sustainabilitycommitments,you're simplybeinghiredtogreenwash.”

Amy Westervelt InvestigativeClimateReporter

Tom Tapper Founder,NiceandSerious

[IorT]

“tomakepeoplebelievethatyourcompanyis doingmoretoprotecttheenvironmentthanit reallyis.”

Omissions

The 3 Categories of Greenwashing

Understanding the law

National laws and guidelines on green claims and the prevention of greenwashing (consumer protection) have existed for years and in many cases, have been updated recently. In some territories, new regulations are proposed.

These(legal)developmentsarehappening continuouslyandrapidly.

Onthefollowiingpagesyouwillfindalistthatyoucan useasastartingpointtogainaglobalperspective.

Makesuretocheckforupdatesregularly.

GLOBAL OVERVIEW

IntheUKandtheUS,existinganti-greenwashing regulationsandself-regulatoryguidelineshavebeen updatedinthepastfewyears.TheUSFTC’sGreenGuide includesnewguidanceto“carbonoffset’claims.

InEurope,therecentlyadopted‘EmpoweringConsumers fortheGreenTransitionDirective’willstrengthenthe existingframeworkonsustainabilityclaims.Thisincludes theprohibitiononmakingvagueclaimslike"eco-friendly," "environmentallyfriendly,""natural,""recycled,"or "biodegradable"withoutdemonstratingexcellent environmentalperformance.Theseruleswillapplyfrom27 September2026.

IntheAsia-Pacific,Australiahasbeenupdatingtheirgreen claimsguidanceaswell,butChinaisstilllackingclear regulationsfocusingspecificallyonthepreventionof greenwashing.

European Union

Regulation In a nutshell

Unfair Commercial Practices Directive

2005/29/EC (‘UCPD’)

EC Guidance on the applicability of the UCPD 2021 Empowering Consumers for the Green Transition Directive 2024/285/EC (‘ECGT’) Green Claims Directive (‘GCD’)

Protectsconsumersagainstmisleading (voluntarilymade)sustainabilityclaims

Sustainabilityclaims: bothethicalclaims& environmentalclaims

GuidancefromEuropeanCommissionon whenenvironmentalclaimsareconsidered misleadingtowardsconsumers?

StrengtheningtheUCPDonantiGreenwashing.

Newpracticesbannedunderall circumstancesinclude:

Sustainabilitylabelsthatarenotbased onacertificationscheme; Genericenvironmentalclaims

Newrulesonthesubstantiationand verificationofenvironmentalclaimsand labels.

Priorverificationofenvironmentalclaims, complementedbyexternal‘verifier’within 30days.

Emissionreductionandcompensation claimsonlyallowedunderstrict circumstances.

Pleasenotethatthese(legal)developmentsarehappening continuouslyandrapidly.Usethislistasastartingpointand makesuretocheckforupdatesregularly.

For whom Timeline

Allcompaniesmakingvoluntary claimsaboutsustainabilityfacing EUconsumers

Alreadyactiveandbaseof currentgovernment-ledantigreenwashingEnforcement

SameasUCPD

Alreadyactive,usedtogive guidancetoenforcement

SameasUCPD

SameasUCDP27Sept2026 Adoptedbutneedstobe transposedintonationallaw byEUMemberStates.

Allcompaniesmakingvoluntary environmentalclaimsfacingEU consumers.

Nopriorverificationformicroenterprises,unlessvoluntarily.

Delayedentryintoforceforsmall companies.

Notyetadopted.

Willbefollowedupbynew EuropeanParliamentafterJune ‘24electionsandstillneedsto totakeafewparliamentary hurdles.

Ifadopted,expectedtoenter intoforcelate2026orin2027.

Netherlands

Regulation In a nutshell

ACM Guidelines regarding Sustainability Claims (v2 - june ‘23)

GuidancefromtheDutchregulator ConsumerandMarketAuthority(‘ACM’) onwhensustainabilityclaimsare consideredmisleadingtowardsconsumers.

Couldimposefines.

Pleasenotethatthese(legal)developmentsarehappening continuouslyandrapidly.Usethislistasastartingpointand makesuretocheckforupdatesregularly.

For whom Timeline

SameasUCDP

SRC Code for Sustainability Advertising (NL - EN version not yet up to date)

Self-regulation,basedontheUCPD

VerysimilartotheACMGuidelinesbut lowerthresholdtogetaverdictonwhether asustainabilityclaimisconsidered misleading.

Nofines,recommendationsonly (neverthelesstakenseriously)

ForthoseadvertisingontheDutch market

Alreadyactive,usedtogive guidancetoenforcement, specificallyintheNetherlands

Alreadyactive,mostreported anti-greenwashingcases(such asPrimark)werebasedonthis advertisingcode.

Regulation In a nutshell

US Federal Trade Commission (FTC) Green Guides Australian Competition & Consumer Commission’s guidance

United States Australia

GuidancefromtheUSconsumerprotection agencyFTCtoensurethat(b2cANDb2b) environmentaladvertisingisnotmisleading.

Pleasenotethatthese(legal)developmentsarehappening continuouslyandrapidly.Usethislistasastartingpointand makesuretocheckforupdatesregularly.

For whom Timeline

ForthoseadvertisingontheUS market

Alreadyactive.Not enforceableinitselfbut providesguidancefor enforcementofotherunfair practiceslaws.

GuidancefromtheAUSregulatoron sustainabilityclaims.

Sustainabilityclaimsshouldnotbe misleadingandshouldbesubstantiatedby evidence.

ForthosetradingontheAUS market.

Alreadyactive.Not enforceableinitselfbut providesguidancefor enforcementofotherunfair practiceslaws.

United Kingdom

Regulation In a nutshell

Green Claims Code

Consumer Protection from Unfair Trading Regulations 2008 (CPRs)

GuidancefromtheUKCompetitionand MarketsAuthority(‘CMA’)onwhen sustainabilityclaimsareconsidered misleadingtowardsconsumers.

Thekeypieceofconsumerprotection legislationrelevanttotheCMA’sGreen ClaimsCode.TheCPRscontainageneral prohibitionagainstunfaircommercial practicesandspecificprohibitionsagainst misleadingactionsandmisleading omissions.

Digital Markets, Competition and Consumers Bill

Advertising

Standards Agency guidance

TheCMAwillbegivenmoreenforcement powerswiththeabilitytoimpose monetarypenalties.

Self-regulationbasedontheUCDP(even thoughit’sUKbased).

VerysimilartotheCMAguidancebut focusedonlyonadvertising

Nofines,recommendationsonly,but sanctions(suchasAdAlerts)maybeissued incaseofnon-compliance.

Pleasenotethatthese(legal)developmentsarehappening continuouslyandrapidly.Usethislistasastartingpointand makesuretocheckforupdatesregularly.

For whom Timeline

Forthoseadvertising ontheUKmarket

Forthosetradingon theUKmarket

Alreadyactive

Forthosetradingon theUKmarket

Alreadyactive

LedtoaninvestigationintoBoohoo,ASOS andAsda,whichendedwitheachfirmsigning acommitmenttoanagreedsetofrules aroundtheuseofgreenclaims.

Forthoseadvertising intheUK

TheBillneedstopassthroughtheHouseof LordsandmayreturntotheHouseof Commonsifamendmentsareproposed.

“ThecurrentexpectationisthattheBillwill receiveRoyalAssentinSpring2024,withthe newdigitalmarketsandconsumerlaw enforcementregimesexpectedtocomeinto forceinAutumn2024.”

Alreadyactive

China

Regulation In a nutshell

Specific regulations are lacking, regulated by different laws, including: Advertising Law of the People's Republic of China (2021 Amendment) (the “Advertising Law”)

Advertisementsmaynotbefalseor misleading

Singapore

Consumer Protection (Fair Trading) Act

2003 (‘CPFTA’)

Singapore Code of Advertising Practice (‘SCAP’)

Protectsconsumersagainstunfair practices,includingmisleadingclaims

Selfregulationpromotionahighstandard ofethics

Pleasenotethatthese(legal)developmentsarehappening continuouslyandrapidly.Usethislistasastartingpointand makesuretocheckforupdatesregularly.

For whom Timeline

Forthoseadvertisinginthe territoriesofChina

[needsconfirmationbutpresumably thoseactiveonthemarketin Singapore]

Alreadyactive

ForthoseadvertisinginSingapore

Alreadyactive uidanceforenforcementof otherunfairpracticeslaws. Alreadyactive

A Pathway Forward SECTION3:

Based on guidance from the EU, UK, US, and Australia, who are leading the regulatory charge, we’ve compiled a simple checklist for agencies to help avoid greenwashing.

Whilenewlawsareplayinganimportantrolein eliminatingtheworstcases,theywillneverbeableto fullytacklegreenwashingORthenegativeeffectsofthe communicationindustry.

AsJonathanWhite,ClimateLawyeratNGO ClientEarthstates:

The law will impact some of the worst practices, and it will underline the rules of the road. But it won’t be enforced perfectly and it won’t drive the innovative communication practices that can proactively shape the future we want. “ “

So, we CAN regulate greenwashing, but we cannot regulate our way to a better future.

How then might we…?

Shift the creative industry towards using the power of creativity to innovate for the ‘sky’ rather than just complying to ‘the floor’?

Set a new horizon for an ethical industry in service to long-term wellbeing for all people and planet (sustainability)?

Jonathan White ClimateLawyer,ClientEarth

The ‘How Not To Greenwash’ Checklist

Do Don’t

Start with the proof points - not the claim

Make sure your sustainability claims are

Truthfulandaccurate

Clearandunambiguous

Substantiatedwithup-to-datefactsandscientificevidence

Omit or hide material information that undermines your sustainability claim

Refer to carbon offsetting credits as making something “climate-neutral” or “carbon-neutral”

Avoid vague and glorifying terms like “eco-friendly” or “good for the planet”

Avoid jargon

Make fair comparisons with other products or competitors and verify relative claims like “greener”

Overstate a quality of a product - such as “natural”, “organic”, “recycled”, “recyclable” or “biodegradable” - when that only refers to a % of the product (‘cherrypicking’)

Conflate claims about a product with an overall claim about the brand

Provide a verifiable strategy to deliver any future sustainability ambitions you describe, especially your Net Zero and Nature Positive goals

Ensure visual imagery and labels support, rather than confuse, your claims

Explain any conditions of your claims

Present a claim as the result of voluntary action when it is simply required by law

Display sustainability labels that are not based on a certification scheme

Just audit your advertising claims - apply this same guidance to all areas of your communications, from your website and social media to your impact reports and IPO

How claims can be made more accurate

Insteadofbeingnon-specifice.g“the majorityofourgreenpowerisproduced righthereintheNetherlands’bespecific andsay:“20%ofourgreenpoweris generatedrighthereintheNetherlands.”

Insteadofusingthegeneralclaim‘Green ontheroad’bespecific:‘Thisisafully electrictruck’(ACMSustainabilityClaims Guidelines2023,p.12)

Insteadofusinga‘greenleaf’without explanationtoimplyasustainability advantage,useaspecificclaimwithclear andaccurateinformation:“100%recycled woodwasusedintheproductionofthischair”

Examples continued...

In2022,theUKAdvertisingStandardsAuthoritybanneda seriesofHSBC’snetzeroadsbecause,asoneoftheworld’s biggestfundersoffossilfuelprojects,itomittedsignificant informationaboutHSBC’scontributiontorisinggreenhouse gasemissions.

CHECKLIST POINT(S)

Don’tmakegeneralclaimsaboutanoverallproductwhen itonlyreferstoanaspectoftheproduct(‘cherrypicking’)

Doconsidertheentiretyofaproduct. 2

TheDistrictCourtofAmsterdamrecentlyruledthatairline KLM’sclaimssuggestingthatflyingcanbeorisbecoming sustainable,andadvertisingsuggestingthatits"offsetting" productsreduceorcompensatefortheclimateimpactof flying,aremisleadingandthereforeunlawful.

Thekeytakeaway?Inherentlyunsustainableindustriescannot bemarketedassustainable.Theproblemcannotbesoldas thesolution

CHECKLIST POINT(S)

Don’tuse‘sustainable’labelswithoutbeing100%sure.

Don’tusevagueclaims.

Don’tomitorhidematerialinformationthat underminesyoursustainabilityclaim.

Don’tmakeoffsettingclaims

Don’tpromotelimitedorspeculativefixes/measures.

DeltaAirLinesisfacingalawsuitoverits “falseandmisleading”$1bncarbonneutrality claimbecauseitreliesonoffsettingwhich doeslittletohaltglobalwarming.

CHECKLIST POINT(S)

Don’trefertocarbonoffsetting schemesas"climate-neutral"or "carbon-neutral".Callthem donationstotrees.

AmisleadingOatlyadthatclaimed"Oatlygenerates73% lessCOZevs.milk,calculatedfromgrowertogrocer"was bannedbecausethedatapointonlyappliestoOatly BaristaEdition,nottheirentireproductrange.

CHECKLIST POINT(S)

Don’tomitorhidematerialinformationthat underminesyoursustainabilityclaim,inparticular relatingtofossilfueluse.

TheEuropeanCommissionwas recentlyissuedalegalcomplaint urgingthemtoinvestigatemisleading claimsthatsingle-useplasticwater bottlesfrombrandslikeCocaCola andNestleareeither‘100%recycled’ or‘100%recyclable’bottles.Bottles arenevermadeof100%recycled materials,whilereliabilitydependson theavailabilityandsuccessoflocal infrastructure.

UnileverisunderinvestigationintheUKfor marketingsomeproductsas“greener”than theyactuallyarebyusingsuggestiveimagery, suchasgreenleaves,andexaggeratinghow naturalsomeproductsare.

CHECKLIST POINT(S)

Don’tmakegeneralclaimsabout anoverallproductwhenitonly referstoanaspectofthe product(‘cherrypicking’)

Doconsidertheentiretyofa product.

CHECKLIST POINT(S)

Don’tmakegeneralclaimsaboutan overallproductwhenitonlyrefersto anaspectoftheproduct(‘cherry picking’).

Don’tuseambiguousvisualclaims

PrimarkgotintohotwaterintheNetherlands forpromotingtheircommitmentto"trainingfor equality"and"opportunitiesforall".Theirclaims “insufficientlysubstantiatedtoassumethatthe ambitionwillbeachieved”becausethey plannedtoaddresstheseissuesonlyin2030.

CHECKLIST POINT(S)

Don’tmakeunsubstantiatedclaims

Red Flags

Clientsmighttellyouthey’retakingmeaningfulclimate actionwhen,really,they’redelayingprogress.Hereisa simpleoverviewofredflagstolookoutforinapotential clientifyouwanttoavoidgreenwashing.

Prioritizing carbon offsetting:

offsettingrarely,ifever,doeswhattheyitsays onthetinandshouldhavenoplaceinacore partoftheclient’ssustainabilitystrategy. Contributingtoclimateprojectsisvaluable; usingthis‘offset’emissionsisaredflag.

They’re investing in alternative - but still highly polluting - energy sources

Crop-basedBiofuels:Itusuallyincreases greenhouseemissionsandcomeswitha wholehostofnegativeenvironmentaland socialimpacts.

They’re focusing on biodegradable or recyclable product innovation as a silver bullet when, in reality…

Thereisalackofinfrastructuretocollect, sortandrecyclemostproductsatscale.

Setting intensity reduction goals and not absolute targets:

Thisallowsbusinessestoclaimthey’re reducingemissionsevenifthey’veincreased theiroverallproductionandcarbonoutput

Only focusing on their scope 1 and 2 emissions:

Seriousclientsshouldbeaimingforan absolutereductioninscope3emissions, wherethebiggestclimateimpactsusually takeplace

Fossil-basedHydrogen:Around96%of theworld’shydrogencomesfromcoaland notrenewablesources.

SustainableAviationFuel:Youguessedit -anotherfuelthatcurrentlydoesn’treduce emissionsatanyrealscaleandmaybea longwayofffromdoingso.

NaturalGas:Crazyweneedtoinclude this,butthiswasrecentlyincludedinthe EU’slistof‘greenenergy’despitemethane gasbeingmoreplanet-warmingthan carbondioxide.

Biodegradableproducts-ifnotdealtwith properlyafteruse-canbejustasbador worsefortheenvironment.

Recyclingisn’tcircularunlessitreduces andultimatelyreplacesproductionusing virginmaterials.

The biggest red flag of all?

Spendingmillionsofpoundsonquestionable sustainabilitymarketing,whileinvestingjusta fractionofthatspentingenuinesustainability efforts. ��

Auditing Your Clients

The work we do for our clients is the biggest source of emissions in our industry.

Thisiswhydivestingfromhighcarbonclients,andin particularfossilfuelclientsisthefirstandmost meaningfulstepanagencycantaketoachieveits sustainabilitycommitments.

75%

oftheworld’scarbon pollutioncomesfrom theenergysector,and thefossilfuel companiesthat dominatethesector arestillplanningto increasetheamount theypollute.

That makes cutting fossil fuel clients the first and biggest step you can take towards cleaning up creativity.

Discrepancies Between Say & Do

Planet Tracker’s From ADversity to ADvantage Report reveals, many holding companies are saying one thing, while doing another – claiming to embrace sustainability, while continuing to represent the world’s worst polluters.

What they say

“Giventhepowerofcreativityto changeattitudesandbehavior,WPPis committedtoapplyinghighethical standardstoitsworktoensurethose changesareforthebetter.WPP’s policyisto......notundertakework whichisintendedordesignedto misleadinanyrespect,including social,environmentalandhumanrights issues”.

“Ourdiverseanddedicatedteam pursuedprogressagainstourfocus areaswhiledeliveringexceptional resultsforourclientsin2022.Every individualactioncontributestoour positiveglobalimpact.Thisyear’s reportdemonstratesour commitmenttoadvancing sustainableandresponsible practicesaroundtheglobe”.

What they do

Over55contractswithfossilfuel clients,includingShell,BP,Castrol, Chevron,ExxonMobilandSaudi Aramco

Over37contractswithfossilfuel polluters,includingworkfor ExxonMobilandRepsol.

“Currently,asmallnumberofIPG agenciescreatemarketingforcarbonintensiveclients,includingoil,gasand utilitycompanies.Andwhilesomeof theworkthattheseagencieshave contributedtointhepastwouldnot liveuptoourcurrentstandards,weare committedtoaligningallfuturework onbehalfoftheseclientstoour company’ssustainabilityvalues”.

Over24contractswithfossilfuel polluters,includingworkforSaudi Aramco,ExxonMobil,Repsol,Shelland Petronas.

Beyond Fossil Fuels

There’s a growing movement calling for a ban on other high carbon clients.

ClimateactiongroupBadvertisinghaslaunched campaignstargetingSUVsandaviation-makingthe caseforactiononotherclimate-damaginggoodsand servicessuchasluxurycruises,fastfashionandthe highimpactfoodlikebeef.

Justrecently,thecityofEdinburghagreedonabanon advertsforhigh-carbonproducts,includingairlines, airportsandcruiseholidays.

Badvertising’sco-founder,AndrewSimms,ofthink tanktheNewWeatherInstitute,advisesagenciesto:

“ “

Watch out for emerging targets as more and more high carbon sectors, like the fashion and meat industries, face public scrutiny. It’s a fast moving dynamic space, so your auditing of clients should be too.

Andrew Simms Co-founder,Badvertising

In what way do your business operations harm the longterm wellbeing of people and the planet?

Asking the Right Questions

Beyond the baseline, how do you identify the right clients to work with and how to support them on their transition plans?

Thesequestionshavebeencompiledwith inputfromClientEarthlawyerJonathan White,whoworkedonsupportingthelegal actionsuingKLMformisleadingclaimsas partoftheir‘FlyResponsibly’campaign.

Belowarethesevenquestionshesuggests allagencyleadersseektounderstandto assesswhetherclientsareseriousabout theirsustainabilityclaims.

Theycanbeusedaspartofonboardingand discoverywork.

4

5

What are your short-term and long-term goals for improving your company’s overall environmental performance, and how do you plan to achieve them? 1 6 2 3

How do you engage and collaborate with stakeholders, including employees, customers, and suppliers, to promote ethical practices and sustainability?

7

Do you have a vision of what your business would look like without any greenhouse gas emissions across its value chain (supply chain, operations and products/services)?

What does your business look like in 2034, when the net zero transition is 10 years more developed and we could be over 2C global heating?

Do you plan to use offsetting at all and if so, what is your phase out plan?

What role does advertising and marketing play in your sustainability efforts?

Already, ethical agencies are pioneering new frameworks to guide their own behavior

Enviral’s

OtherframeworksusedbyEthicalAgencyAlliance membersinclude:BCorp,SDGImpactAssessment, Futerra’sCreativeClimateDisclosure,Clean Creative’sPledgeandEcoDesign(ISO14006) certification.

Somealsosharedthattheyhavedevelopedtheirown auditlistsonhigh-carbonclientssuchasfastfashion, gambling,alcohol,fastfood,andcarmanufactures, whileotherssharedthattheyarepioneeringtheirown approachesutilizingframeworkssuchas‘Planet CenteredDesign’atitscore.

Nice&Serious’ At What Cost Checker

EthicalAgencyAlliancememberEnviralcreatedaseriesof purposescoresheetstohelpfellowagencies,businessowners andcreativesexplorewhetherpotentialworkandpartnersare alignedwithyourintentions.

The Moral Compass

Nice&Seriousdesignedananonymousdemocraticvoting systeminvitingtheirteamtovoteonallbriefstheyworkon, basedonwhethertheyalignwiththeirpurposeornot.Theyonly workonbriefsthatscoreover51%.

Willicroft’s2020EarthDaycampaigncallsonbrandsand agenciestomaketheappointmentwhich‘shouldbeboth symbolicandconstructiveleadingtogovernancechangesanda moreconcreteimpactplanwithtangiblegoals.Keepingtheir CEOinmind,EthicalAgencyAlliancememberBlydeasksifevery potentialbriefcreatesapositivefootprinttoguidetheirdecision.

Appointing Mother Nature as CEO

An alliance of agency leaders

We are building an alliance of agency frontrunners walking the talk on climate action.

Theseagenciesaredivestingfromfossilfuelclients, upskillingstaffinanti-greenwasheducation,and committingtocollaboratetosolvechallengesthatare biggerthanoneagencycantacklealone.

Theyalsorecognizethatthisisjustthebaselineto ‘doinggood’-andthatcollectiveinnovationisneeded totransitioningtheindustryintoaforceforgenuine climatesolutions.

WefindourselvesinaDavidvsGoliathpositionwithin theindustry,buttogetherwearestrongandcanlead theway,whileinfluencingtheindustrytofollowsuit.

An alliance to accelerating the shift from pollution to solution.

Readytolearnmoreand jointhenetwork?

Get involved