Short-term profits vs the long-term impact on our planet. This is the (not-so) simple choice facing comms agencies today. For many, the answer is simple – use PR as a force for good and refuse to work on campaigns for fossil fuel clients. In fact, over 1500 agencies have now signed the Clean Creatives pledge, committing to cutting ties with fossil fuels. But for others, this shift is more difficult, risky, and costly to achieve.
As part of Latte’s 2026 Nice List, we asked PR agency leaders to share the advice they would give to a PR agency leader who is hesitant to sign the Clean Creatives pledge due to short-term revenue concerns. Here’s what they had to say:
“I’d remind them that, there’s no business to be done on a dead planet. And that there are many many agencies who manage to turn a profit without the need to work with fossil fuel clients.”
Laura Burch – Founder & Managing Partner, Work & Class
“The real risk isn’t turning down harmful clients, it’s betting on industries burning themselves (and the planet) to the ground. It’s tempting to see culture and commerciality as opposites, but culture is what ultimately drives success. And culture isn’t about standing for something — it’s about standing up for it. You can’t stand on the right side of history while sitting on the fence. In my experience, doing the right thing delivers commercial karma, even in the short term. Sign the f*cking pledge.”
Alex Myers – Founder & Global CEO, Manifest
“Short-term revenue concerns are understandable given the current climate and the increased pressures agency leaders are facing, but signing the Clean Creatives pledge is cost-free and an investment in long-term credibility and growth.
Clients and consumers increasingly demand authentic action and agencies that lead on values and ethics will win trust and potential future growth. Aligning with the pledge signals commitment to sustainability and differentiates your brand. At Cirkle we believe the cost of inaction, far outweighs short-term gains and as a B Corp accredited business, it’s a movement we are really proud to be part of.”
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
