How do you solve a problem like the climate crisis if you are an industry whose foundations lie in the art of selling consumers more stuff? This is the uncomfortable question which sits at the heart of the growth of Creatives for Climate, a global network of creative professionals who are committed to using the power of creativity to address the climate crisis. 

Behavioural change is a vital tool for addressing the climate crisis and Creatives for Climate are committed to ensuring the industry is walking the walk on making real change. For perhaps the biggest threat to the industry is offering consumers the illusion of change, while steadfastly maintaining the status quo.

Now Creatives for Climate are poised to increase its impact, backed with a grant from the KR Foundation, the group has launched a 12 month roadmap and action plan. A shift from raising awareness to taking action which was revealed at Cannes Lions this week with the GreenWash Watch educational programme. 

Lucy von Sturmer, founder of The Humblebrag and Creative for Climate organiser, explains: “Many in the communication industry don’t have the skills to effectively communicate sustainability or, equally, to recognize and push back on greenwashing. With no regulation or widely accepted definition of terms such as ‘sustainability,’ ‘good’ or ‘impact,’ radical re-skilling is needed.”

To meet this challenge the group is launching an education programme Greenwash Watch. Von Sturmer says: “Greenwash Watch invites academics, activists, brand strategists and sustainability exports to share their knowledge and challenge brands to really drive change.”

From marketing moment to movement for change

Inspired by Extinction Rebellion’s rallying cry to the advertising industry in 2019, Creatives for Climate launched as a one-off summit organised by von Sturmer, The network grew organically as a response to industry professionals’ need to reskill to drive positive change at work: 40% of marketers report that they lack relevant sustainability marketing qualifications, despite 76% of them having been involved in sustainability projects over the past five years.. 

Alex Weller, Marketing Director EU at Patagonia and longstanding advisor of the network, explained:   “We need powerful stories to reimagine society. Narratives of regeneration and restoration should lead us in our creative efforts to secure a better future. Communities like Creatives for Climate are a key part of driving this change forward.”

Radical re-skilling

The group's first training programme, entitled ‘Greenwash Watch: How to design a sustainability strategy to deliver projects with impact’  is an educational series. One of many new tools to come, the Greenwash Watch course aims to empower creative professionals to build real strategies for change and push back on greenwashing at work. Designed by Sustainability Professor Gill Willson and facilitated live by Systems-Thinker Evva Semenowicz, the course spans seven modules from “selling the business case to the CMO” to “weeding out the greenwashing in a sustainability strategy”. 

Each module will see experts from academia, industry and grassroots activism equipping participants with the tools they need to create impactful campaigns that preserve the future of our planet.  Expert speakers include Greenpeace’s  Samuel Gosschalk, Patagonia’s Alex Weller and Zalando’s Christian Smith.

As a youth-driven network with a strong commitment to diversity and inclusion, Creatives for Climate Directors include Lucy von Sturmer, Melissa Mbugua and Zoe Red. 

Melissa Mbugua, Co-Founder Africa Podfest, said: “The time has come for radically new ways of thinking and collaborating across the globe to rise up. Creatives for Climate is forging new networks that will shape the future and drive forward social and environmental justice”.

Collaboration for change

The group’s strategy combines peer-to-peer training and collective action. William Skeaping from Extinction Rebellion, explains: “Since 2019 when the Extinction Rebellion protested at Cannes Lions, awareness of the climate and ecological emergency has increased globally. However, the misdirected strategic and creative expertise within advertising agencies, continues to greenwash and encourage carbon-intensive lifestyles.”

He continues: “If activists getting arrested looks like just another marketing stunt for this cynical and toxic industry, I hope that Creatives for Climate can encourage real human understanding and build pressure for urgent change internally, while there’s still time.” 

With this need for change in sharp focus Creatives for Climate is not only focused on utilising creativity to deliver hopeful climate solutions, but is also offering a much-needed critical lens to identify the industry’s central climate blind spots. Through its expansion, Creatives for Climate plans to empower more creatives to make a difference in their work, giving individuals more ‘agency’ - a strong voice, a supportive community, and the skills to create change - before it’s too late.

Creatives for Climate has been a key and growing network in leading the industry response to the Climate Crisis, which demands leaning into difficult questions. As von Sturmer recently told BITE: “Once your eyes are open to the climate emergency; the choice to use your craft, creativity, platform and influence for 'good' is a very urgent and personal mission. Our community is asking themselves the hard questions to accelerate their learning, while collaborating with others to make sure they are actually a part of the change they want to see in the world.”