The advertising industry is at a crossroads. For decades, high-carbon industries have relied on marketing, PR, and advertising to build trust and drive consumer growth. But as the impact of the climate crisis is felt across every doorstep -  public support for creatives continuing to ‘sell out the planet’ is eroding fast. Here’s why this trend won’t stop, and why taking action is smart for your business. 

A 2024 Bain & Company report found that 60% of consumers are more concerned about climate change than two years ago. This shift is reflected within the industry - with movements such as Creatives for Climate growing its member base of climate committed creatives to over 5,500+ across 90 countries, while Clean Creatives have seen over 1,200 agencies pledge to cut ties with fossil fuel clients.

On the client side, a growing call for transparency is continuing to drive demand for ethical providers. Already, brands such as Unilever, Patagonia, and Ikea are refusing to work with agencies linked to fossil fuel companies. Soon, the more than 1,000 publicly listed companies that have already made a net-zero commitment will need to publish their transition plans. To do good on corporate climate commitments the easiest place to start is working with non-compromising service providers.

The risks for inaction are mounting. Just this week, Adfree Cities filed the first OECD complaint against WPP, the London-based advertising giant, for violating international guidelines on climate and human rights. The complaint is evidence of increased efforts to hold the advertising industry to account with Co-Founder Andrew Simms stating: “This complaint is designed to compel WPP and its subsidiaries to comply with international rules it has signed up to, and the promises and claims it has made.”

We also know that the future of the industry cares and is willing to walk away. Not only are movements such as ours growing in there thousands year on year, agency leaders are willing to decline contracts. Our first survey of ethical agency founders demonstrated that more than 6 million euros worth of work had been turned down due to ethical concerns—concerns that extend beyond fossil fuels to other industries harming the planet.

It’s no secret that 2025 brings unique challenges; geopolitical tensions, economic instability, AI, the list seems to go on, but the climate crisis is not a trend, and no one can escape the consequences of a warming planet. Turning the tide on deep seated interested beholden to big polluters won’t be easy, but the momentum of our collective movement is growing daily. We are in a David vs. Goliath battle, but let’s remember: David wins. 

In 2025 and beyond, Creatives for Climate will continue to ramp up its coordinated pressure of talent within the industry. As well as double down on its support for agencies committed to transition services and client portfolios away from polluters and build a new match-making service between clients and creatives; proving the business case for adoption. 

But it’s going to take much more than just us and that’s why networks and alliances of actors across the movement are strengthening, with the number of initiatives and allies growing daily too. Our role within it all will remain to provide a vision of what good looks like, the pathway to get there, and the tools to overcome the barriers in our way. 

I know we need to sell in the business case, but for just one second can I implore you with the moral argument too? A few quick facts: 2024 has already set a record as the hottest year on record, pushing us past 1.5°C above pre-industrial levels. That number: 1.5°C, is more than a statistic; it’s a tipping point. A threshold we cannot afford to cross if we want to avoid irreversible damage to life on Earth. We will not survive if we don’t adapt. 

So for the laggards opposing this trend my message is it’s not too late to join us. An industry future without top talent or the best brands too, looks pretty bleak, and with legal rising risks for compromising on values you have to ask yourself: is it really worth it? For those already taking action, we congratulate you for being first in line for the next climate opportunity, because the future will be abundant. Our creativity is needed more than ever before. We can either use it to maintain the status quo or reshape the future. 

Which choice will you make?