AMSTERDAM, NETHERLANDS – Creatives for Climate is launching The Greenwash Watch event series to help creative professionals use their roles to challenge briefs, and also to promote meaningful climate impact — whether they are in-house, at agencies, or freelance. The effort comes as the independent, member-supported networking community has launched as an online networking platform.
Creatives for Climate started as a summit at the Patagonia headquarters in Amsterdam in 2019, in response to Extinction Rebellion’s open letter calling on the advertising industry to recognize the scale of the climate crisis. “Declare a climate & ecological emergency and act accordingly. Persuade your clients and their audiences to do the same,” the letter read.
During the COVID-19 pandemic, the Creatives for Climate community went digital, building an online space where an international group of writers, marketers, designers, photographers, videographers, media strategists, art directors, and more could collaborate to share learnings, and connect in forums and over video calls about the challenges they encounter as they try to match career and values – and drive impact.
“As a brand strategist with a focus on climate action, I’ve experienced firsthand that the more you know, the less you know. I firmly believe that when positioning yourself as a sustainability expert, you need to constantly check yourself and be willing to ask uncomfortable questions: Will this have an impact? Am I greenwashing? What are my blindspots?” said Creatives for Climate Initiator Lucy von Sturmer, who is also the Founder of impact agency The Humblebrag.
The Greenwash Watch initiative includes two interactive, peer-to-peer learning series. The first is a monthly “action” meetup, while the other is a monthly live session on greenwashing featuring rotating creative speakers.
Upcoming COP26 Reflections: Creative Climate Action Meetup
DEC 2nd – 9am GMT / 10am CET /12pm EAT / 10pm NZ / 4 am EST / 1am PST
Topic: On the back of COP26, key members from the community will share learnings, insights and calls-to-action for the future. The open session will kick off with a short presentation from Purpose Disrupters who will share their new report launched during COP26 on ‘Advertised Emissions’ as well as their vision for a ‘GOOD LIFE’ 2030.
In the second part of the session, the community will share with us their thoughts, questions and opportunities.
–> Ready to roll your sleeves up and support a cause?
–> Have a call-to-action you’d like to share?
Upcoming Greenwash Watch ‘Ad Night’
Date & time: Dec 14th 8pm GMT / 9pm CET / 3pm EST / 12pm PST / Dec 15th 7am AEDT / 9am NZT
Topic: The Greenwash Watch.
Brands everywhere are jumping on the GREEN ‘wagon – but are they for real? Each of these ‘ad nights’ series features an activist who will share insights on how to spot, and steer clear of greenwashing, and following, members of our community will share their favorite ads to reflect on and stir interactive community debate.
The initiative launched on October 12th with the first event featuring Samuel Gosschalk Actions Coordinator at Greenpeace Netherlands. View here.
Our upcoming event on December 14 will feature Brand Activist Mareka Stake (Lovers & Fighters) and Initiator of XR Netherlands for Families who will give a presentation on how to steer clear of greenwashing. Following, members of the community Iris Skrami, Co-Founder of sustainability fashion app Renoon, and Ravi Amaratunga Hitchcock, Co-Founder of creative agency Soursop will share an ad to reflect on, digest and chew.
View the past event on the hub where all recordings are saved as an ‘open school for learning.’
Since the launch of its online platform earlier this year, Creatives for Climate has grown globally, and includes members from 15 countries across five continents. Members hail from Australia, Belgium, Fiji, France, Italy, Kenya, Mexico, New Zealand, Netherlands, Portugal, Spain, Uganda, United Kingdom, United States, and Thailand — making membership a truly global space for collaboration.
“We need powerful stories to reimagine society – and we need narratives of regeneration and restoration to be the most powerful in society. Communities like Creatives for Climate are a key part of driving this change forward,” said Creatives for Climate advisor Alex Weller, Patagonia’s marketing director for the EU.
“There is no one textbook or ‘school’ for sustainability that can answer all my questions. I’ve never come across a group like this to learn from before, and with the added bonus of being able to expand my global network – and take action!” said Creatives for Climate member Mikayla Madigan, an art director based in New York.
Creatives for Climate
Creatives for Climate is a learning-oriented and action-focused collective full of inspired individuals committed to using their power, platform and influence to drive meaningful climate action. We are a global peer-peer intelligence network bringing together individuals, brands, agencies and companies to join us in working at the forefront of sustainability, brand activism, social impact and change. We’re youth-led and grassroots – a project born out of passion and a shared commitment to spreading climate action.