Greenwashing: Should Agencies take a stand?

Recently, news broke that Shell, one of the world's largest oil and gas companies, is running a media pitch seeking an agency to help them promote their efforts towards reducing carbon emissions. This news has sparked a conversation about greenwashing and particularly whether agencies should take a stand against it.

For those who are unfamiliar, greenwashing is the practice of making exaggerated or false claims about a company's environmental impact or sustainability efforts. It's a marketing tactic used to make a company appear more environmentally friendly than they actually are.

According to a report by The Guardian (from 2019), just 20 companies are responsible for a third of all greenhouse gas emissions since 1965, with Saudi Aramco, Chevron, and Exxon Mobil being the top three biggest polluters [1]. In addition, a report by the Political Economy Research Institute at the University of Massachusetts Amherst identified the top 100 corporate air and water polluters and top greenhouse gas emitters, with companies like Duke Energy, American Electric Power, and ExxonMobil ranking among the highest polluters [2]. It's worth noting however that while these companies are often ranked as the largest polluters, many other companies also contribute significantly to greenhouse gas emissions and pollution.

 Shell's newly announced media pitch has raised concerns about whether the company is truly committed to reducing their carbon emissions or if they are simply trying to improve their public image. This is where agencies come in. As communications professionals, we all have a responsibility to ensure that the messages we are promoting are truthful and accurate.

A recent article by Adweek, suggested that most media agencies have not publicly admitted to pitching Shell's media campaign, but some agencies have declined to participate due to concerns over greenwashing [3]. Additionally, a survey by Campaign Asia found that four in five ad agencies are prepared to reject work with clients that lack sustainability ambition, and over 20% of agencies surveyed are already turning down such work [4].  I personally don’t think  we’ll see any of the Holding Group agencies publicly declaring themselves out of this process on sustainability grounds though…(I’d love to be proved wrong!).

So, should agencies take a stand on greenwashing?

The answer (of course!) is yes. By promoting false or exaggerated claims, companies are not only misleading consumers but also contributing to the larger issue of climate change. As an industry, we have the power to hold companies accountable and promote transparency in their sustainability efforts.

But how can agencies decline pitches from companies that engage in greenwashing? It starts with setting clear standards and guidelines for the types of clients they work with. Agencies should prioritize working with companies that are truly committed to sustainability and have a track record of making meaningful changes.

Additionally, agencies can work to transform the industry by advocating for more transparency and accountability. This can include partnering with organizations that promote sustainability and sharing best practices for measuring and reporting on environmental impact.

But it’s not just down to agencies!

Staff and other suppliers at big polluting companies must also take steps to promote sustainability practices. One way is to encourage the company to adopt sustainable practices and reduce its environmental impact. This can be done by raising awareness about the environmental impact of the company's operations and suggesting ways to reduce it. Staff and suppliers should also be suggesting ways to reduce waste, conserve energy, and reduce greenhouse gas emissions.

Another way is to promote sustainable practices within their own roles. Staff can reduce their own environmental impact by using public transportation, reducing energy consumption, and reducing waste. Suppliers can also reduce their environmental impact by using sustainable materials and reducing waste in their own operations.

It's important to note that promoting sustainability practices at big polluting companies can be challenging, and may require persistence and collaboration with other stakeholders. However, by taking action, staff and suppliers can help contribute to a more sustainable future.

Sources:

[1] https://www.theguardian.com/environment/2019/oct/09/revealed-20-firms-third-carbon-emissions
[2] https://peri.umass.edu/top-100-polluter-indexes
[3] https://www.adweek.com/agencies/most-media-agencies-wont-admit-theyre-pitching-shell/
[4] https://www.campaignasia.com/article/four-in-five-ad-agencies-prepared-to-reject-work-with-clients-that-lack-sustainab/473601