I recently completed the Ethical Industry Transformation course from Creatives for Climate, and it got me thinking about the role we play as creatives.
At Oxygen, we’ve always believed that creativity should be a force for good. But the reality is, the industry we work in has also helped fuel the climate crisis. Every ad, campaign, and piece of design that drives unsustainable growth contributes to the problem. Even though more agencies are becoming more climate conscious, the fossil fuel industry is pouring more money into advertising, PR, and marketing to delay climate action. The UN Secretary General has called these companies the “godfathers of climate chaos” and urged agencies and media to stop taking their money.
As Fiona O’Grady (a freelance strategy and research director) at Creatives for Climate describes, the more effectively we use our creative skills, the more harm we may inadvertently cause. Realising we are not alone is the first step to equipping ourselves with facts, allies, and new ways of working in how we move forward.
The skills that sold a high-carbon future can now be redirected to imagine and accelerate a sustainable one.
- More than 1,200 agencies have signed the Clean Creatives pledge to cut ties with fossil fuel clients. The Creatives for Climate network is connecting thousands of people who want to use their skills differently, which is proof that there is growing movement behind this.
- Oxford Net Zero and partners are developing the concept of Serviced Emissions – a framework to measure the carbon impact of professional service providers, including creative industries. This means agencies will no longer be judged only by internal footprints, but also by the impact of the campaigns they create and the clients they choose. This will help shape the standards that will guide the industry for the future.
- Meaningful transformation requires communities that amplify individual voices and turn them into collective power. Whether it’s sharing knowledge, building alliances, or refusing work from polluters, the choices we make today help to rewrite the story of our industry.
At Oxygen, we know it’s important to step up, to inspire climate solutions, shape honest stories, and help businesses align with what people and planet need. As a web design, branding and impact marketing agency, we work with purpose-driven organisations to tell their stories, build visibility that drive change sustainably. We remain committed to playing our part in this transition. It won’t happen overnight, but together we can work towards a better, cleaner, fairer creative industry.
Meera Govind
I'm a communications professional with an MA in Diplomacy and Foreign Policy from City, University of London. My experience has cultivated my skills in project management along with content creation. At Oxygen, I enjoy leading multiple projects, translating client needs into clear plans, creating impactful content across our social platforms and supporting our creative teams. I'm passionate about the environment and believe in the power of communication to drive positive change for people and the planet.
