Creative industry takes center stage at COP30 with climate action campaign

The creative sector has been officially recognised as a driver of climate action at COP30, marking a milestone in the inclusion of culture within the UNFCCC Global Climate Action Agenda. On the COP30 Presidential stage, Creatives for Climate — the world’s largest network of communicators for climate action — launched The Creative Integrity Playbook, a practical guide to help agencies and brands align their influence with climate science and integrity. The guide is available in English and Portuguese.

Building on the Oxford Net Zero Serviced Emissions Framework, The Playbook offers science-based recommendations for embedding climate integrity throughout the creative process — from client selection to campaign delivery. It features The Agency Integrity Curve, a model for agencies to progress from participant to pioneer status, as well as global case studies from the UK, US, Netherlands, and New Zealand showcasing independent agencies leading climate-positive work.

Turning influence into climate impact

The Playbook also introduces the Brief for Better initiative — a brand pledge and procurement toolkit connecting clients with fossil-free agencies and helping align marketing investment with climate commitments. The launch highlights the growing role of creative and cultural industries in accelerating the transition to a low-carbon economy.

Lucy von Sturmer, founder and CEO, Creatives for Climate: "Our industry’s influence is being recognised as a climate solution on the COP30 Presidential stage. The Creative Integrity Playbook turns that recognition into action — offering the clarity, tools, and pathway for agencies and brands to transform. What we say, how we say it, and who we choose to amplify shapes the world, and the future we all share."

A collective commitment to integrity

Insights in The Playbook were developed with members of the Ethical Agency Alliance — a coalition of agencies in ten countries — and include contributions from Lucky Generals, The Onlii, Studio Birthplace, Nice and Serious, Blyde PR, RUN Aotearoa, Profile, Worth Your While, Enviral, and STRIKE. Their fossil-free creative work was showcased at COP30, demonstrating that ethical practice and creative excellence can go hand in hand.

Lameya Chaudhury, head of social impact, Lucky Generals: "This isn’t about doing less — it’s about using the power of influence to build the future we need. Start by giving your teams the tools to have the right conversations. Build frameworks that feel like your culture, not someone else’s. And trust that ethical, low-carbon creativity isn’t about making your work smaller. It’s about making it smarter."

Culture joins the global climate agenda

The Playbook’s release comes amid growing debate around agency-client relationships with fossil fuel companies — a topic that has drawn criticism within the industry, including the COP30 organisers’ own partnerships. One year after the UN Secretary-General’s call for a fossil fuel advertising ban, Creatives for Climate continues to offer actionable tools to redirect creative influence toward sustainable outcomes.

Alexis McGivern, head of stakeholder engagement, Oxford Net Zero (University of Oxford): "As we head into COP30, the message is clear: influence is the biggest untapped lever for change from the creative industry. By shaping stories and strategies, we know that every campaign presents an opportunity for us to act on the climate emergency. My hope is that this sector continues to lead with courage, creativity and integrity."

Through initiatives such as The Creative Integrity Playbook, the creative industry is demonstrating that storytelling and communication are not just reflections of culture — they are tools for building a more sustainable future.

www.creativesforclimate.co

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