Why agencies with greenwashingshould stop for award purposes

At the moment, every company wants to be perceived as sustainable, but the restrictions of the EU put a stop to what is mostly deliberately euphemistic and misleading communication. Tim Stübane is right. In his Talking Heads column, The Goodwins' creative director discusses the responsibility of agencies when it comes to greenwashing.

Very briefly, what exactly is greenwashing?

Greenwashing refers to the practice of companies or organizations presenting themselves to the public as environmentally friendly or sustainable, when in fact this is not the case. Companies may use various methods of greenwashing to create a positive image related to environmental issues. These include, for example, highlighting individual environmentally friendly initiatives while the main business activities continue to be environmentally harmful.

Now that we know (now) all too well what greenwashing looks like in other industries, how would greenwashing be practiced in the advertising industry? For example, by participating in award shows, in which an overwhelming number of so-called "social cases" are still submitted and rewarded. They suggest to the world: we as an agency are doing something. They suggest to employees: Great, how we're making the world a better place. Whereas, as a rule, these initiatives have little impact on the world and are also disproportionate within the agency to the day-to-day business on the usual or nasty suspects.

"Social cases" for award purposes are not an instrument from which change emanates. On the contrary. It eats up capacity for big business, where a big lever could really be pulled in the direction of sustainability if the energy and budget were there. Because it is precisely for these often complex and complicated issues that the extra mile has to be run.

Instead, award initiatives are sold to employees as an opportunity to make the world a little better. After hours. After they're done making the world a little worse. It's about compensating for the "what am I actually doing here" feeling and legitimizing one's own behavior. But with substance, please!

There is a generation of creatives growing up who think that award ideas based on a Good Cause can make the world a better place. Yet no one can seriously believe that such ideas will lead to the betterment of the agency.

"Social cases" for award purposes are not an instrument from which change emanates. On the contrary. It eats up capacity for big business, where a big lever could really be pulled in the direction of sustainability if the energy and budget were there. Tim Stübane

I would also like to see other categories and other evaluation parameters from the makers of the events, which would ultimately provoke a better advertising world. If you really want to do something good, you have to take a deeper look at the issue of sustainability. And they do exist, the good awards. One example is the Marketing for Future Award; for a few years now, it has been setting standards for successful communication, for taking responsibility in marketing and in the fight against climate change.

We as agencies are responsible here for helping to shape this change

The 2023 award season is now entering its final phase. I'm curious to see who will come out on top this year. But it's already clear that it won't be the environment. Here's a CTA to all of you: Prove the opposite!