In a year seemingly defined by global uncertainty and rollbacks on sustainability commitments, PR teams hold immense power and influence to shape narratives, influence opinions and drive change. With this power, it’s only right to question what responsibility agencies have when it comes to advising clients – balancing what’s right for profits, with what’s right for the planet.
As part of Latte’s 2026 Nice List, we asked PR agency leaders to weigh in on what ethical obligation they think PR teams hold when advising clients on sustainability comms. Here’s what they had to say:
“PR agencies and their leadership teams have a duty to bring rigour and realism to the table. Our role is to challenge assumptions, insist on substantiated claims, and guide clients toward communications that stand up to scrutiny. Climate credibility is now a business issue, not just a moral one. If we’re not prepared to give honest and frank feedback, even when it’s uncomfortable, we undermine both our clients and our industry. Responsible PR means ensuring the story reflects genuine action, not just aspiration alone.”
James Brooke – Managing Director, Rooster
“There’s a real risk of litigation against PR executives both in-house and in agencies. I’ve seen agencies pitch ideas that’d be illegal. Know how to do it right. Creatives for Climate has a guide on this for agency leaders.”
Adrina Ma – Founder & Partner – Fanclub PR
“PR teams carry cultural responsibility, not just commercial duty. Our obligation is not just to ‘call out’ flawed messaging, but to ensure it becomes credible and effective. Greenwashing is corrosive to trust, but the bigger emerging threat is greenhushing. If brands believe climate investment is too risky to communicate, progress loses a key commercial catalyst. Our industry must reward ambition, not suppress it. Correcting brands is different to cancelling them. Binary, judgmental language may feel virtuous in the moment, but it risks silencing the very voices needed to accelerate change.”
Alex Myers – Founder & Global CEO, Manifest
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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
