In a pivotal move this fall, Allison, the largest communications agency, took a giant leap toward becoming a beacon for positive environmental change by signing the Clean Creatives Pledge. Positioned at the forefront is the Purpose Center of Excellence, a hub where clients and organizations converge to accelerate the transition to a climate-stable economy and share stories of impactful climate action. With clients such as Ceres and the We Mean Business Coalition, and collaborators like Stonyfield, the Goldman Environmental Prize, and Seventh Generation, Allison is not just crafting narratives but leading the charge for a sustainable future.

The agency’s commitment to being a force for positive change is rooted in a deep examination of values and a conscious decision to be the change they wish to see in the industry. At the core of their mission is the acknowledgment that communications decisions wield exponential power to shape communities and the environment. Recognizing climate change as one of the most urgent challenges facing society, Allison embraces values-based leadership and champions the transition away from fossil fuels for the betterment of health, the economy, and communities.

Aligning with stakeholders’ convictions, including those of their clients and internal teams, has played a crucial role in this journey. The agency understands the ethical responsibility that comes with its role — an awareness reflected in the departure of creatives from the industry when assignments conflict with their deeply held beliefs.

Central to this commitment is the recognition of an authenticity issue inherent in the communications field. Unlike other industries that may collaborate with fossil fuel companies to facilitate a transition to alternatives, communications professionals face the unique challenge of avoiding greenwashing. While conscious communicators strive to sidestep greenwashing, its prevalence remains problematic. Recent statistics reveal a significant rise in ESG-risk incidents, particularly in Europe and North America, with financial institutions, half of which involve oil and gas activities, seeing a staggering 70 percent increase.

Communicators, therefore, bear a unique responsibility to dispel the myth that the world is reliant on fossil fuels. Each agency must navigate the path to authentic engagement and change. The collective power of the clean creatives pledge in the industry can serve as a catalyst for change, driving a narrative focused on climate solutions, clean energy, and initiatives that carve a just transition and a sustainable path forward.

Allison’s pledge to be a part of this transformative movement within the communications industry sets a precedent for agencies worldwide. The hope is that others will follow suit, recognizing the potential for communications not just as a tool for storytelling but as a powerful force propelling environmental stewardship, clean energy adoption, and a just transition to a sustainable future.