In response to the UN Secretary-General's call for advertisers to combat greenwashing and support genuine climate solutions, Creatives for Climate proudly launched a pioneering handbook, 'The Anti-Greenwash Guide for Agency Leaders.'

This 30-page, interactive guide was unveiled at the European Ethical Agency Summit in Amsterdam, where it was received by over 150 industry leaders.

Why the Need for the Guide?

The rise of greenwashing, where companies make misleading claims about their environmental practices, has become a significant challenge in sustainable marketing. The guide, developed with insights from experts like Jonathan White, a Climate Lawyer at ClientEarth, and Victoria Hurth, a Fellow of the Cambridge Institute for Sustainability Leadership (CISL), aims to help agencies navigate these challenges. It provides practical advice, legal insights, and steps to drive positive action, ensuring that agencies do more than just meet the minimum legal standards.

Key Features of the Guide

Regulatory Frameworks: The guide covers the latest regulatory updates to help agencies stay compliant.
Interactive Elements: Includes a pull-out 'How Not to Greenwash' checklist and practical principles.
Expert Contributions: Insights from leading experts in the field provide depth and authority.

Impact and Reception

Since its launch, the guide has achieved significant reach and engagement:

Downloads & Shares: Almost 1000+ direct downloads with over 100,000 audience reach on social media.
Media Coverage: Featured in prominent titles like PR Week, Sustainable Brands, and Marketing Beat, reaching an audience of 381,000.

What people are saying…

"Not just a fantastic resource for agencies and marketers, but for anybody looking to learn more about navigating the communications around sustainability, or greenwashing in general.” - Berth Arthus, Strategist

"A great tool for everyone who wants to start getting serious about tackling greenwashing 👏 And for those who want even more: join Creatives for Climate and check out the course The Greenwash Watch 💚.” - Caroline Fischer, Creative Director

"Looking at the freshly published Anti-greenwash Guide for Agencies by Creatives for Climate. It's insightful, snappy and inspiring. And so useful.” - Javier Rodriquez, Regional Director

“This is a fantastic guide to greenwashing from Creatives for Climate - covering where legislation is a globally, plus do’s and don’ts. Highly useful for anyone working in agency or brand-land.” - Helen Brain, Strategist

“Because we urgently need a more effective market that gives those who really do something sustainable the chance to communicate this flawlessly and recognizably in order to reach their target groups. At the moment, the market doesn't work that way, because everyone invents messages and labels as they like. We only confuse people instead of giving clarity. We can do better and the remedy follows here! Thank you for the incredibly well done anti-greenwash guide, dear Creatives for Climate” - Stefanie Kuhnhen, CSO, Entrepreneur, TEDX Speaker

“This brilliant and comprehensive guide should be a first stop for anyone wanting to learn more about #greenwashing and how to avoid it. Brilliant work from Creatives for Climate!” - Harriet Kingaby, Founder, Speaker

Next steps…

'The Anti-Greenwash Guide for Agency Leaders' has proven to be an invaluable resource for the advertising industry, helping to navigate the complexities of sustainable marketing and combat greenwashing. Its widespread reach and positive reception underscore the urgent need for such a resource.

As the industry continues to evolve, this guide will remain a crucial tool for agencies committed to genuine climate action.