Controversial clients are a growing risk to creative agencies

I knew 'The F List' campaign by Clean Creatives had recently shone the spotlight directly on to the ninety biggest marketing agencies with fossil fuel clients (some surprises!), but I didn't anticipate it making the Sunday papers.

The Sunday Times article: "Why it's high time to end the ESG spin cycle" (link broken, sorry) reported marketing agencies facing growing pressure to review their supportive role in corporate greenwashing - specifically, in this case, of fossil fuels.

It indicated there will soon be no hiding place for companies whose clients' activities are controversial.

Global sustainability strategy and creative agency Futerra pointed out the three main risks to marketing agencies that aren't securing their positions on the right side of this (but it isn't limited to marketing, really, it's any business - I've banged on about these before):

• Loss of talent (as the younger generations seek purposeful employment)

• Loss of clients (as clients seek suppliers with shared values that will uphold, not scupper, their own sustainability targets),

• Loss of opportunity (as legislations tighten, disclosures are made mandatory, advertising bans/boycotts kick in, and support/resources are directed to those with clear social and environmental objectives).

If you're finding yourself highlighting your 'good' clients and hushing up the ahem 'less good', it is definitely time to take stock and consider if you're primed to evolve into the long-term (aka 'sustainable') business landscape.

Not sure how to evolve and reduce your business risk?

That's okay. The article also reinforces my broader message that the change potential of the creative industries - all of them, from architects to artisans - lies more in its outward influence than inward operations.

As a professional services company with limited operational impact in itself, your sustainability strategy is embedded in the extended network you create: your clients, materials, suppliers, partners, stakeholders, local communities, employees, interns, and so on.

Reduce your emissions, eliminate your waste, review your client list (before your other clients review their supplier list) and refresh your prospects list (before your competitors review their client list and refresh their prospects list).

Then look up, and out, and start scoping your future-fit potential.