Over a year ago, we joined a prestigious list of PR, advertising and creative agencies taking the Clean Creatives pledge. In doing so, we said no to working with fossil fuel clients.
Fossil fuels are energy sources formed from the remains of ancient plants and animals. They primarily include coal, oil and natural gas.
For us, moving away from fossil fuel clients is an opportunity to help lead our industry towards a better future. We couldnāt be prouder to be part of a community of change-makers who share those values.
But what exactly is the Clean Creatives pledge, and why does it matter?
Why the Clean Creatives pledge matters
Fundamentally, fossil fuel advertising plays a role in the climate emergency.
In 2022, the United Nationsā Intergovernmental Panel on Climate Change (IPCC) issued a very clear warning: we must act now to avoid a climate disaster. Ā
The statement made headlines, but it also offered hope. Action can still make a difference.
According to the IPCC, reducing carbon pollution and securing a liveable future can only be achieved if we implement āmajor transitions in the energy sectorā¦[including] a substantial reduction in fossil fuel use.āĀ
The IPCC also highlighted the influence of media and communications on public discussion around climate action.
That matters to our industry.
PR, advertising and communications professionals help shape how companies tell their stories. We therefore have choices to make about the brands and messages we help put into the world.
The IPCC has also highlighted ‘climate-care statements’ as a tactic that fossil fuel marketers use to give audiences the impression that fossil fuel companies care about the planet while shifting responsibility for climate change onto individuals.
That is exactly why the communications industry has a role to play.
The scale of the fossil fuel problem
Fossil fuels have been part of the climate conversation for decades, and not for the right reasons.
The energy sector is responsible for ~75% of global greenhouse gas emissions. Sadly, fossil fuel pollution is responsible for approximately 8.7 million premature deaths every year. Ā
Then there is the Paris Agreement.
Adopted at the United Nations Climate Change Conference in 2015, the agreement aims to limit global warming to below 2Ā°C. Achieving that goal requires substantial reductions in greenhouse gas emissions.
Continued reliance on fossil fuels sits directly at odds with that ambition.
Can a PR agency really make a difference?
Signing a pledge may not seem like much on its own.
But we believe PR agencies have an incredible ability to inspire change within their communities and industries.
We have seen how individual decisions can gather momentum.
When Little Red Rooster secured B Corp status in 2023, we were one of the earlier PR agencies to do so.
At first, the process felt like an enormous task. How could a service-based business with no production line, manufacturing process or shipping operation make meaningful changes?
Since then, B Corp certification has become much more visible across the PR industry.
As PRWeek has reported this May, one in seven top PR firms have secured B Corp status.
Sustainability has also become a much bigger part of industry awards and conversations.
Our CEO, Vic, has judged sustainability-focused work for the PRWeek People & Places Awards. She saw first-hand the brilliant work other agency leaders are doing in this space.
The clients we choose say something about us
The pledge also reflects the value we place on our clients.
We donāt accept work simply for the sake of it. We are fortunate enough to be selective about the brands we work with.
If we donāt believe in an idea ourselves, how can we convincingly sell it to the media?
Weāre proud to partner with every brand on our roster. We have worked incredibly hard over the years to build a client list shaped by our founderās passion for fashion, design, music, technology, audio and home interiors.
We also want our team to work on brands they enjoy.
The Clean Creatives pledge matters to our people too
Our values arenāt only important to prospective clients. They matter to prospective employees too.
We want to be an agency people want to work for.
Every Rooster plays a role and makes a difference. Our progressive company culture sits at the heart of what we do.
We also believe working at an independent agency while representing major brands offers something special.
Weāre proud of the people who work here, and we want them to feel proud of where they work too.
Building brands for the future
As Clean Creatives puts it: āSustainability is about your clients, not your company.ā
Weāre thrilled to be on the front line, building brands for the future and setting the stage for a pivotal moment in history that leads to a dramatic reduction in the impacts of climate change for generations to come. Ā
You can find out more about taking the Clean Creatives pledge here: https://cleancreatives.org/Ā Ā
