The Oxygen team were delighted to host a B Corp party with our network at Clean Creatives, a global campaign for PR and ad professionals who want a safe climate future. As members, we are part of a community of over 2200 strategists, creatives and industry leaders and over 1100 agencies who believe that fossil fuel clients represent a threat to our shared future.
We co-hosted the event with friends at The GOOD Agency, Shape History, Climbing Trees and Kibbo Kift Agency, as a fringe event to Louder Than Words, The B Corp Festival. As purpose-led creatives, we met to discuss the pressure campaign on B Lab and Havas, resulting in the removal of their B Corp certification, and how this has affected the status quo. We also talked about the power of collective action and the importance of networks such as Clean Creatives in shaping the future of the design and communications industry. This was also touched on during keynote sessions of the festival; as other industries are seeking collaboration with organisations in their sectors to increase the potential for positive change.
Elsewhere in the festival, as the largest gathering of B Corps in the world, participants were invited to sessions covering topics ranging across integrating the nature agenda into businesses, multiplying local impact, building better boards and the future of the B Corp Impact Assessment. We were also inspired by stories of impact and collaboration from within the B Corp movement.
On Tuesday, we attended a panel discussion titled ‘Telling Your Sustainability Story with Influence and Integrity’ – hosted by The Guardian and featuring speakers from Avery & Brown and Patagonia. A key theme was the importance of clarity in brand messaging, mission and vision; as this is the foundation of positive impact. Russ Avery (Avery & Brown) noted that many organisations and businesses often miss the crucial first step of brand strategy because it can be laborious and expensive, but that, without it, impact messaging can often feel lost.
Another clear message from the panel was that of ‘embracing radical transparency’. We discussed that, with so much fear over greenwashing (leading to ‘greenhushing’), as communicators, we should be open about mistakes and shortcomings. Mary Portas also touched on this in her keynote session – suggesting that no one person or organisation is perfect, and that by acknowledging this, we can build greater trust. Interestingly, we also learned that only 20% of B Corps actually publish an impact report (an annual requirement by B Lab! Do contact us if you need advice in this area.)
Overall, the days were filled with learning and inspiration. We left the festival feeling tired (!) but also hopeful about the direction of change.
Suzie Mills
As the CEO of Oxygen, I bring over 18 years of marketing expertise, combining a passion for purpose with a proven track record of creating impactful brand stories. Having worked across both in-house and agency environments, I’ve developed and executed transformative campaigns for global brands like P&G, Delta Airlines, Barclays, and Nissan. Since 2019, I’ve shifted my focus to the mission-driven sector, where I partner with organizations to understand their core values and craft communications strategies that accelerate the achievement of their objectives. I am driven by the opportunity to inspire, connect, and innovate, constantly seeking new ways to create meaningful impact for both clients and communities.
