I’ve always believed in the transformative power of the creative industry. Its core aim is often to inspire action: whether it's purchasing a product, voting for a leader, or in some cases advocating for climate change.

A recent survey we ran within our network revealed a significant insight: 64% of PR professionals care deeply if their agency collaborates with a fossil fuel giant. This data underscores that greenwashing not only damages credibility but also hinders talent acquisition. Creative professionals are increasingly drawn to businesses that stand for good, and this trend is on the rise.

As well as this, businesses that stand for good are growing in number themselves. The Clean Creatives movement has reached a significant milestone with over 1,000 agencies pledging not to work for fossil fuel giants. The growth of BCorp-certified PR agencies also reflects this positive shift. We must sustain and amplify this momentum.

To further this cause, we need more, if not all, creative recruitment agencies to take a stand. What can be a pivotal step in this journey is signing the Clean Creatives pledge. An agency can’t produce impactful work without the right talent, and attracting that talent becomes challenging when leading recruitment firms refuse to engage with fossil fuel clients until genuine change is made.

The pledge is straightforward and quick to sign, but its impact is profound. It sparks essential conversations and encourages industry leaders to reflect on their ethical responsibilities.

Currently, Latte is the only creative recruitment agency to have signed the pledge. We urge our peers to join us. The benefits of this commitment far outweigh any potential drawbacks. Our team is more engaged because we stand for something meaningful. Clients are drawn to us because they see our ethical foundation. Most importantly, we’ve seen firsthand how the pledge encourages people to think differently.

When we inform job seekers that we don’t recruit for agencies with fossil fuel clients, it prompts them to consider their career choices more thoughtfully. When we decline work with certain PR agencies, they question the impact on their employer brand.

Imagine the dialogue and momentum that would result if more recruitment agencies joined this movement. It would send a powerful, unified message and help accelerate the global transition towards renewable energy.

We acknowledge that oil and gas are integral to many everyday products. However, our pledge is rooted in the fact that most fossil fuel companies invest only 2-5% of their total investments in renewables, with the rest funnelling into oil exploration. We need a significant shift towards sustainable energy solutions, not superficial greenwashing.

Recruiters often compete, but now we must unite for a cause greater than profit. If you are a recruitment agency or a recruiter in the creative industry, I invite you to take the Clean Creatives pledge. Let's do this for the betterment of our business, our talent, and our planet.