Network launches in New Zealand to tackle corporate greenwashing
Amsterdam, March 08 2024 –
Creatives for Climate, a non-profit global network of 30,000 professionals committed to climate action, is pleased to announce the appointment of youth change agent Antonia Estall as its Asia-Pacific Chapter Lead to kick-start action across the region to empower professionals to tackle greenwashing and build a movement of professionals taking climate action.
Many roles, such as advertising, design and marketing, are at the forefront of communicating corporate sustainability journeys, while the capacity and confidence to push back on greenwashing is low. Creatives for Climate works to bridge this gap.
Estall’s primary focus will be in New Zealand, as research from Consumer NZ confirms 9/10 New Zealanders place importance on a product's green claims being verified before it is sold, while UK research reveals that 40% of marketers say they don't have the qualifications needed to effectively communicate sustainability (CIM, Oct 2020)
There is a need to empower communicators to upskill with misinformation emerging as the single top global risk, according to the World Economic Forum’s (WEF) Global Risks Report 2024.
On the back of local engagements in 2023 with Auckland Climate Festival and Sustainable Business Network to introduce the network, Estall will be:
Launching a series of regional events to drive engagement within local communities.
The first community event kicks off in Sydney, Australia, on March 21st, and events are already planned in Auckland and Wellington with local partner Design Assembly.
Onboarding new members to join its free education platform to upskill and take action, and promote awareness of its anti-greenwashing courses and certification through the landmark training the ‘Greenwash Watch’.
Establishing a regional Ethical Agency Alliance, onboarding agencies that commit to upskill staff in anti-greenwashing programmes.
Delivering workshops in agencies on anti-greenwashing principles and emerging legislation.
“We aim to shift the industry from promoting pollution to promoting solutions by building a groundswell of values-driven professionals and agencies tackling greenwashing and taking action as a collective.
The Asia-Pacific expansion kicking off in New Zealand allows Creatives for Climate to address region-specific challenges, leverage local indigenous expertise, and tailor initiatives to resonate with diverse cultural contexts.” Antonia Estall, Asia-Pacific Lead at Creatives for Climate.
Local support for Climate for Climate
The launch of Creatives for Climate is a welcome move for many engaged in the advertising, sustainability and consumer industries in New Zealand.
“The stories we tell about the net-zero transition are fundamental to the pace of progress toward our 2030 targets. The climate transition has huge implications for New Zealand, where access to markets, customers and capital is at stake. The launch of the global Creatives for Climate non-profit in Aotearoa offers creative industries much needed tools for advising clients on how to communicate with credibility. It’s a great way for NZ creatives to get in the game on sustainability,” said Joanna Kelly, Chief Executive at the Centre for Sustainable Finance.
“The reality of the New Zealand market is it’s vey easy for a company to make a false or misleading sustainability claim about a product or service, and go unchecked, because greenwashing is essentially unmonitored. Shoppers can find it hard to differentiate between what is legitimately sustainable versus what is greenwashing, so the creative industry plays a crucial role in holding the line when it comes to genuine sustainable communication. Any efforts to empower more truthful advertising and marketing are very welcome, said Gemma Rasmussen, Head of Research and Advocacy at Consumer NZ.
“It’s exciting to see Creatives for Climate in Aotearoa. Having an organisation calling out greenwashing in the industry and helping creatives draw a line in the sand is important. We can all see which way the wind is blowing. Creatives for Climate are trying to help us prepare for the storm,” said Matt Haliday, Senior Lecturer in Advertising and Brand Creativity AUT.
To learn more about Creatives for Climate visit www.creativesforclimate.co
To join the community directly go to www.creativesforclimate.community
Interview requests
Antonia Estall is available for interviews about the launch of Creatives for Climate in APAC.
E-mail: antonia@creativesforclimate.co
Find more photos here: LINK
About Antonia Estall
Antonia Estall is the Asia-Pacific Lead for Creatives for Climate and Founder of Fine, an early-stage startup reshaping the natural fibre landscape. Before this, Antonia worked at ECG Consulting Firm, honing her research, innovation and social media marketing skills at Designers Collection NZ. Leveraging her diverse heritage from Cook Island and Irish roots, Antonia is passionate about driving change through creative climate action with an intersectional lens towards climate justice.
About Creatives for Climate
Creatives for Climate is a nonprofit global network of creative professionals dedicated to building a new future. Its community spans 30,000 strong across its channels – including designers, copywriters, ethical agencies, and more – with over 3,500 on its closed collaboration hub. At the core of its work is an online community Hub, an Ethical Agency Alliance, and a growing network of chapters around the world.
