In 2025, 59% of PR talent we surveyed said it’s important their employer doesn’t work with fossil fuel clients – and the number of Clean Creative-pledged agencies grew to over 1500 globally. As we head into the second part of the decade, the question is no longer if PR has an impact on the climate crisis, but how it must actively work to solve it.
To guide what this might look like, Latte’s 2026 Nice List asked PR agency leaders to share their vision. Here are their insights on how PR can best support efforts to tackle the climate crisis as we head into 2026:
“1 – Stop working for clients that damage people and planet – fossil fuel companies are the obvious villains of the show. But, what about companies flogging tat, gambling, or who can’t verify the treatment of workers through their supply chain. Comms is a superpower and should be used with care. 2 – Proactively push against greenwashing – invest in training for your teams so they understand what to look out for, and empower people to call BS out. 3 – Get your own house in order – even if you think your own carbon impact is low, it’s important to take steps to measure it (including scope three emissions) and reduce it.”
Nyree Ambarchian – Co-Founder, Jack & Grace
“David Attenborough said, “Saving our planet is now a communications challenge” and I completely agree. So much of the conversation around climate change and sustainability has been co-opted (and funded) by far-right media, commentators and organisations. PR agencies can play a very real role in challenging this. In a world where climate comms is dominated by lofty narratives from politicians and business leaders that alienate real people, we can help to make climate action relatable, fair and relevant to ordinary people in communities all over the UK.”
Laura Burch – Founder & Managing Partner, Work & Class
“Three things. We should keep looking to our own (and our suppliers’) carbon footprints. We should be scrutinising all briefs with an eye on climate. It’s challenging to turn down business in difficult times but, in our experience, it frees up time to work on other briefs that fill the gaps and shows our people we will sacrifice to stick to our principles, which bolsters our culture. And we should be challenging clients who try to tone down their climate commitments in response to the Trump administration.”
Adam Mack – Strategy & Insight Director, Hope&Glory PR
“By 2026, PR teams can play a huge part by simply helping people get it and care enough to act. At Milk & Honey, we’re big believers in keeping things clear, honest and human. No scare tactics. No fancy jargon. Just real stories that help people feel hopeful and part of the solution. If we use our voice with heart, push for honesty, and stay brave in our advice, we can help move things forward in a way people trust.”
Petrina Marks – Company Director, Milk & Honey PR
“First and foremost, agencies need to lead by example. The Clean Creatives pledge. It not only signals a clear stance but also creates built-in accountability if approached by a fossil-fuel client, ensuring your values guide your decisions.
Agencies must take a hard look at their own operational footprint. That means interrogating supply chains, choosing local and independent partners, and making every purchase with intention. Addressing the climate crisis can feel overwhelming, but progress is often driven by consistent small actions. As communicators, we have enormous influence – both in the choices we make internally and in the narratives we help our clients shape. If we choose to use that influence responsibly, PR agencies can be genuine drivers of change rather than passive observers.”
Ella McWilliam – Co-Founder & Co-CEO, Full Fat
“PR agencies are uniquely positioned to drive climate action by shaping narratives, challenging greenwashing and empowering audiences to make sustainable choices. We believe it is our responsibility to use communications as a force for good – translating complex climate issues into compelling stories that highlight the benefits and value of action. We hope that 2026 will see more PR agencies doing the same – communications is critical to scale solutions and inspire change.”
Amanda Powell-Smith – CEO, Forster Communications
“PR agencies continue to play a pivotal role in driving climate action by shaping the narratives that inspire real change. Whether it is reputation management, helping brands communicate transparent commitments, counter greenwashing, or engage stakeholders with credible, science-based messaging – our influence is expansive.
At Cirkle, we are uniquely positioned to bring creative comms full circle for some of the UK’s most loved brands – aligning reputation, relationships and results. We pride ourselves on connecting creative with commercial, with our ‘Seen It. Shared It. Sold it Out’ proposition – which shapes narratives to drive positive outcomes.”
Alexa Stewart – Culture & Engagement Director, Cirkle
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Interested in finding PR agencies with zero fossil fuel clients? Download our 2026 Nice List – the UK’s only directory of planet-friendly PR agencies, created in partnership with Clean Creatives.
🌎 Click here to download our 2026 UK Nice List
🌎 Click here to download our 2026 Australian Nice List
