A wave of Clean Creatives is on the rise
A new wave of creative agencies is on the rise, driven by integrity. They are shunning work with sectors that pain their consciences, especially the fossil fuel industry, and are experiencing how “purpose-driven” businesses reap better profits.
These were some of the messages at the Clean Creatives’ Climate Mixer held in Cape Town on the evening of Thursday, March 13, 2025, where agency CEOs spoke about why they had signed the Clean Creatives pledge to shun work with fossil fuel companies, described the consequences, and offered advice to others.
Are you an agency or creative keen for your talents to support a liveable planet, rather than contribute to climate breakdown? Take the Clean Creatives pledge to shun fossil fuel clients:
Quipped Cape Talk radio host Lester Kiewiet, who was MC at the event: “For those who don’t believe in climate change, don’t worry, it believes in you! Creatives, you have to ask yourself, are you helping to create a sustainable future?”
Internationally, 1354 agencies and 2400 creatives have signed the pledge.
The world’s largest fossil fuel companies are expanding their activities, even through the International Energy Agency has found that no new fossil fuel infrastructure should be developed anywhere in the world if humanity is to meet the Paris Agreement targets on reducing emissions.
These fossil fuel companies gain social acceptance through widespread greenwashing campaigns. “And every misleading story on climate change begins with an agency working for the fossil fuel industry,” said Stephen Horn, director at Clean Creatives South Africa.
“As communicators, we have to choose”
“Purpose-driven businesses consistently outperform their competitors,” said a passionate Ronel Swaartbooi, head of PR at Voxeon Communications at the Climate mixer. “When you commit to your values from an authentic place, your audience will notice.
“As communicators, our job is to help clients shape their purpose, then to draw up a communication strategy.”
Staff retention is another reason to focus on values. Ronel quoted a Deloitte study finding that 56% of millennials ruled out working for an organisation whose values differed from theirs, and that 82% of millennials who planned to stay in their jobs for five years and more shared their employer’s values.
“I truly believe we’re facing one of the biggest threats the planet has ever faced,” said Friday Street Club founder Emma King, whose agency signed the Clean Creatives pledge three years ago, about climate change. “As communicators, we have to decide if we’re going to be part of the problem or part of the solution.”
“Agencies are becoming more human”
Emma’s agency has turned down several possible contracts with fossil fuel companies, then gained others from renewable energy clients. This includes the energy exchange GoSolr, for whom Friday Street Club won a campaign of the year award last year. “There is big money coming into South Africa for renewable energy businesses, and they are fun to work with!”
Alkemi Collective is another signatory of the Clean Creatives pledge. Integrity is the company’s core value, said CEO Bradly Howland, who will also become president of the PRISA (Public Relations Institute of Southern Africa) later this year.
Like Friday Street Club, Alkemi gained several clients in the renewable energy sector after turning down work for fossil fuel companies.
“Our work for renewable companies generated more money than from any other sector. The narrative that that fossil fuels make more money for our industry than anything else is wrong,” said Bradly.
In a world where fake news creates growing confusion, “agencies are becoming more human. It’s about people connecting with people… on their fears, beliefs and hopes.”
“The times are urgent; we cannot be mediocre”
“The times are urgent. We cannot be mediocre,” said Tom Fels of Animarem, which positions itself as Africa’s “first global purpose” brand consultancy.
Animarem guides clients towards a B Corps certification, which recognises companies’ positive social and environmental impact. There are now 9,576 certified business across 160 industries in 102 countries.
B Corp has revoked the certification of agencies who work with fossil fuel agencies − including Havas, for working with Shell.
A large proportion of agencies are still helping fossil fuel companies to greenwash their planet-wrecking activities. However, a precedent against greenwashing was set late last year when South Africa’s Advertising Regulatory Board dismissed an appeal by TotalEnergies, explained Lazola Kati of FFSA project Fossil Ad Ban (FAB).
The oil giant had been fighting a ruling brought by FAB against TotalEnergies’s claim to support sustainable development.
Fossil fuel companies like TotalEnergies are “putting us in World War Three with the climate” by the aggressive expansion of their activities, Lazola said.
”Submit your greenwashing complaints”
How can those of us who are not in the creative industry help?
PR veteran Jarred Cinman, who is a member of the ARB, urged the audience to submit more greenwashing complaints to the regulatory body. Claims such as being “environmentally friendly” require a company to “mean it 100% and be able to substantiate that.”
“The battle for the planet is not lost yet.”
