Clean Creatives: Guiding the Shift Toward Ethical Advertising
In the world of marketing, every message counts, and some can even shape the future of our planet. Did you know that while 80% of Chevron’s advertisements between 2020 and 2021 flaunted terms like “sustainability” and “renewable,” only a minuscule 1.8% of their spending was directed toward non-oil and gas projects? This stark mismatch between their advertising themes and real-world actions underscores a broader issue within the fossil fuel industry — misleading marketing that distorts public perceptions and delays necessary action on climate change.
The urgent need for honest marketing is clear as we face increasing environmental challenges. It’s time to demand accountability and support a marketing shift that genuinely promotes environmental sustainability.
What is Clean Creatives?
Clean Creatives is a groundbreaking campaign urging PR and advertising agencies to sever ties with fossil fuel clients, aiming to expose and break off the deep-seated ties between major firms and the fossil fuel industry — relationships often not readily apparent due to corporate practices. Clean Creatives states, “Sustainability is about your clients, not just your company,” highlighting the fact that doing campaigns for fossil fuel clients can revoke an agency’s sustainability efforts.
Launched in response to the escalating climate crisis, the initiative directly targets the multimillion-dollar greenwashing and misinformation campaigns that delay essential climate action. Led by influential figures like longtime climate activist Duncan Meisel and backed by environmental advocates including Bill McKibben, Clean Creatives challenges these agencies to stop promoting fossil fuels and to commit to genuine climate advocacy. By revealing these concealed collaborations and mobilizing industry insiders, the campaign seeks to dismantle the networks that enable and profit from environmental misinformation.
“You can’t solve climate change while working for the companies causing climate change.”
Duncan Meisel
Clean Creatives has already marked its first victory: Following a hard-hitting article by McKibben, Porter Novelli cut ties with the American Public Gas Association, citing the relationship as inconsistent with their focus on climate justice. This is a significant step forward, signaling to the industry that the time for superficial commitments is over and genuine action is needed.
The initiative also plans to apply pressure through various strategies, including organizing PR and advertising industry employees and leveraging political and legal avenues to enforce accountability. For instance, lawsuits like the Massachusetts Attorney General’s “ExxonKnew” investigation highlight the public harm caused by misleading advertising, further emphasizing the need for transparency and integrity in PR and advertising practices.
Why do we need this initiative?
The discrepancy between what fossil fuel companies promise and what they practice is evident, revealing a clear need for initiatives like Clean Creatives. For instance, despite BP’s public commitment to reducing emissions and transitioning to green energy, they recently scaled back their climate targets significantly. Instead of cutting emissions by 35-40% by 2030, they’ve revised it down to 20-30%, citing the need to meet current oil and gas demands — even as their profits hit a record $27.7 billion.
Similarly, Shell has announced plans to increase fossil fuel production despite a net-zero pledge by 2050. This contradiction is a misalignment of commitments to achieving global climate goals. Such actions underline the urgency of holding these companies — and the PR and advertising agencies that support them — accountable.
Clean Creatives’ report further highlights the dangers of misleading advertising. It details how fossil fuel companies, supported by their PR firms, have managed to obscure the reality of climate change impacts and delay necessary actions, despite the growing number of climate litigation cases. These agencies are complicit and actively enabling the continuation of harmful practices that jeopardize our global climate targets.
By joining the Clean Creatives campaign, agencies commit to truth in advertising and to refusing to propagate the fossil fuel industry’s misleading narratives. It’s about ethical marketing and ensuring a viable future for our planet.
Who’s joined so far and why you should too
The momentum behind Clean Creatives is undeniable, with over 1,000 creative agencies worldwide, including PAPER & PAGE, pledging to reject advertising campaigns from Big Oil. This commitment from agencies across the globe underscores the creative industry’s unified stance against climate misinformation and greenwashing.
Taking the lead
Allison Worldwide: Committed to driving innovative and positive changes, Allison Worldwide has embraced the Clean Creatives pledge, reinforcing its mission to impact clients and communities globally through sustainable practices.
ERA: Known for its strategic and impactful communications across Southeast Asia, ERA joins Clean Creatives to further its commitment to sustainable and responsible practices that resonate deeply with regional values and goals.
Lucky Generals: A “creative company for people on a mission,” Lucky Generals aligns perfectly with Clean Creatives, using their creative influence to drive meaningful and impactful changes.
Mother: An agency built on creativity and independence, Mother supports Clean Creatives as a natural extension of its ethos to make work that not only stands out but also positively influences the world.
Vero: With a deep commitment to Southeast Asia, Vero leverages its extensive digital and PR expertise to connect brands and consumers in meaningful ways, while promoting sustainable and ethical marketing practices. By joining Clean Creatives, Vero affirms its dedication to their B Corp status and environmental responsibility.
PAPER & PAGE: As a proud signatory of Clean Creatives, we at PAPER & PAGE are committed to sustainability, aligning our creative efforts with our dedication to environmental responsibility. By pledging to reject fossil fuel projects, we strengthen our role as leaders in ethical marketing and PR, setting an example for the industry.
See the full database here.
The commitment to Clean Creatives not only aligns with ethical business practices but also brings strategic advantages. Agencies part of this pledge report improved relationships with clients and increased employee engagement, highlighting the tangible benefits of aligning business operations with sustainable values.
Joining Clean Creatives is a commitment to being part of a global movement that seeks to transform the advertising and PR industry by holding it accountable for its impact on climate change. It’s an opportunity to contribute positively toward a cleaner, more sustainable future.
Setting an example
As a leading sustainable marketing agency in Thailand, we are committed to supporting and advancing social and environmental goals. Our journey to becoming Thailand’s first Certified B Corporation™ agency is a testament to our dedication to responsible business practices and our belief in the power of partnerships to achieve a sustainable future.
Joining the Clean Creatives campaign was a natural step for us, reflecting our ongoing commitment to promoting honest and impactful communications. By pledging to reject any projects tied to fossil fuels, we strengthen our mission to provide marketing services that truly matter — services that contribute positively to the planet and society.
As part of our broader sustainability goals, our most recent participation was in the ClimatePartner initiative, specifically with the Warm Heart Foundation’s biochar project in Phrao, Thailand. This effort focused on converting agricultural waste into biochar, which not only sequestered carbon but also contributed to improved air quality and soil health in Thailand. It’s initiatives like these that encapsulate our approach to sustainability — turning challenges into opportunities for environmental and social improvement.
We continue to set practical, impactful goals for ourselves, our clients and our community. As we move toward becoming carbon-negative by 2027, every choice we make is guided by our commitment to environmental stewardship and social responsibility. We aim to set the standard for how businesses can and should contribute to a sustainable future.
Our pledge for a greener tomorrow
Misleading marketing and greenwashing in the fossil fuel industry significantly impact our efforts to combat climate change. As consumer awareness grows, so does the demand for honest communication. At PAPER & PAGE, we prioritize transparency and are committed to sustainable partnerships that avoid environmental harm. By supporting initiatives like Clean Creatives, we advocate for responsible advertising and encourage other agencies to join us in promoting a more ethical and sustainable approach to marketing.
And if you are seeking to align your brand with honest, impactful narratives that reflect true sustainability efforts and want to establish or enhance your credibility as a responsible business, PAPER & PAGE is your partner in this journey. Reach out to us to learn more about how we can work together to make a positive impact on our planet.
