Our advertising industry has the power to shape narratives, influence consumer behavior, and drive cultural change, but with that power comes responsibility. As the climate crisis intensifies, more creative agencies and production companies are being called to rethink their role in promoting sustainability. Sylvester Chauke, Founder & Chief Architect of DNA Brand Architects, recently signed the Clean Creatives pledge, committing to a future where his creativity is not used to promote the fossil fuel industry. In this conversation, he shares his motivations, the challenges ahead, and why the industry must take a stand.

Join the Conversation: Clean Creatives is hosting a Climate Mixer this Thursday evening (13 March) in Cape Town; an opportunity for creatives to connect and discuss the future of ethical advertising. RSVP here.

Sylvester: This incredible industry of ideas is driven by people who care about their craft and recognise its profound impact on our planet. As the climate crisis intensifies, the advertising and PR industry has the power to be a force for meaningful change.

By fully embracing this responsibility, our company’s purpose has become more profound. We are now focused on using our creative talents to make a positive impact. This has required us to make difficult choices, including turning down work that does not align with our values. Nonetheless, we are stronger and prouder for it. Now more than ever, we must harness our greatest strength – our creativity – to address the global challenges that lie ahead.

Sylvester: Our industry’s role is undeniably evolving. More agencies are recognising the value of creative work and its potential to drive positive change for the planet. With over 1,000 agencies signing the pledge, the industry is clearly awakening to the urgent need to address climate change and, in my view, the challenge of overconsumption. Choosing not to take a stand means actively using creative talent to contribute to the destruction of the planet, a disappointing and avoidable reality. Truthfully, we need the entire planet to understand the demise we are heading toward and already experiencing.

Sylvester: One of the biggest challenges is the potential revenue loss associated with taking a public stand on sustainability. Due to the financial implications, many agencies are hesitant to commit to pledges, particularly those that involve distancing themselves from fossil fuel clients. The advertising industry has long relied on high-spending sectors such as oil and gas, and moving away from these partnerships can create significant revenue gaps. This fear of financial instability makes it difficult for agencies to fully embrace sustainable practices, even when there is a strong ethical and environmental case for doing so.

Sylvester: Oh, absolutely, largely due to its financial dependency on high-carbon clients, short-term profitability pressures, lack of client demand, and the absence of industry-wide standards. Many agencies fear revenue loss if they distance themselves from fossil fuel brands, while others struggle to justify sustainability efforts without immediate commercial returns. In all honesty, the advertising industry is primarily driven by client demands. I believe that only when more clients pressure agencies towards sustainability will there be a real impact.

Join the Conversation: Clean Creatives is hosting a Climate Mixer this Thursday evening (13 March) in Cape Town; an opportunity for creatives to connect and discuss the future of ethical advertising. RSVP here.

Sylvester: The future of clean creativity lies in a more responsible, innovative, and purpose-driven advertising industry where sustainability is seamlessly integrated into campaigns without compromising impact or effectiveness. As brands and consumers become more conscious of environmental issues, agencies will need to rethink storytelling, production methods, and partnerships to align with sustainable values.

While the industry is making progress, a large-scale shift will require stronger commitments from both agencies and clients, as well as clearer regulations and incentives. Some agencies are leading the way, like the over 1,000 agencies that have already signed the Clean Creative pledge. However, broader adoption will depend on financial viability, industry collaboration, and the ability to prove that clean creativity drives both purpose and profit. The momentum is growing, but the industry still has work to do before it fully embraces sustainability at scale.

Sylvester: Taking the pledge is not just about rejecting fossil fuel clients, it’s about leading the industry toward a more responsible, forward-thinking future. Agencies that embrace clean creativity now will be the ones shaping the future of advertising.

In my view, there are four areas that proved effective for our agency:

• You needn’t overhaul everything overnight. Start by assessing your current clients, suppliers, and production methods to pinpoint areas for enhancement.

• Minimise dependence on high-carbon industries by proactively pursuing partnerships with brands dedicated to sustainability.

• Collaborate with production companies, media partners, and other agencies that align with your sustainability goals. Working together amplifies the impact of change and aids in mitigating financial risks.

• You need not be perfect, but it is essential to be accountable. Share your progress, challenges, and successes to inspire change across the industry and build credibility.

Sylvester: We must confront our work with integrity and truth, ensuring that advertising serves a greater purpose beyond just selling products. Over the next 5-10 years, I hope to see an industry that moves away from glamorising excess sugar, alcohol, unhealthy foods, and unrealistic beauty standards – one that prioritises ethical storytelling and responsible messaging.

This means embracing sustainability in the values we promote, ensuring that creativity uplifts rather than misleads. I envision agencies taking greater accountability for the cultural and environmental impact of their work and using their influence to drive meaningful change. The future of advertising should actively contribute to the well-being of people and the planet, proving that great creativity and ethical responsibility can go hand in hand.

Wanna (s)talk some more? Check out DNA Brand Architects company website and Clean Creatives company website.