Guide The AntiGreenwash for Agency Leaders
Foragenciesofallshapesandsizestotackle greenwashing,understandthelimitsofthelaw,andmake stepstotransformtodrivepositiveaction
Artwork credit Michelle Tylicki
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
Artwork credit Michelle Tylicki
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