Some 1,000 agencies have publicly pledged to stop working with fossil fuel polluters as they have signed up to join Clean Creatives’ campaign.
While celebrating the milestone figure, Clean Creatives is also boasting a number of significant signings, including Mother New York and Lucky Generals, as well as large agencies Allison and Gale.
Over the last three years, the group has raised awareness of the fossil fuel sector’s link with advertising, including a campaign demanding for agencies involved with the sector to be scrapped of their B Corp status. B Lab began a formal review in January.
Clean Creatives conducted a survey of the top 95 agencies who signed, with the top reason given “alignment with values and mission” followed by “positive impact on the climate”. The top positive impact cited by the agencies was an improvement in recruitment and retention.
“We’re incredibly proud to stand with 1,000 agencies of all sizes and disciplines worldwide refusing to work with the fossil fuel industry,” said Clean Creatives founder Duncan Meisel.
“The Clean Creatives pledge has galvanised a global community of agencies committed to serious action, and they are seeing countless benefits in employee engagement, positioning for clients and alignment for purpose,” he continued.
“We’re grateful to every agency that has stepped up to lead on this issue. They are showing the importance of leadership, and I think we can look forward to many more joining them.”
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To mark the occasion, Clean Creatives has shared a tongue-in-cheek advert poking fun at adland’s outdated ways when it comes to the climate, by centring the Rube Goldberg machine used in Honda’s vintage The Cog advert.
The spot ends in a dumpster fire and a phrase calling on advertisers to be “the good guys” in the fight against climate change.
On their decision to sign up to the fossil fuel pledge, Mother New York strategy director Hannah Tabor said: “Mother exists to make our children proud. We believe in creativity’s ability to positively impact the world, which made signing the Clean Creatives pledge the easiest choice we’ve ever made.”
She continued: “For everyone who works at Mother and every brand that works with Mother, the Clean Creatives Pledge is a badge of honour”.
Lucky Generals head of social impact Lameya Chaudhury added: “We are proud to have signed up to [Clean Creatives] agency pledge to not work with fossil fuel clients.”
“Since joining this global community, we have partnered and hosted their first UK event in 2024, marking a significant step in our ongoing commitment to climate action and the pursuit of a greener future,” she continued.
“We look forward to continuing this journey and all that lies ahead.”
