In a significant blow, Havas, one of the world's largest advertising groups, has had its coveted B Corp certification revoked from four of its agencies following an investigation. This decision marks a pivotal moment for Havas and raises questions about the challenges of balancing client relationships with environmental commitments in the advertising world.
Havas New York, Havas Lemz, Havas London, and Havas Immerse have lost their B Corp certifications, with B Lab UK declaring that other entities within the Havas group will also be ineligible for certification moving forward. The investigation was triggered by complaints from several groups, including Clean Creatives, after Havas secured Shell's global B2B media account last year.
Despite the four agencies having no direct involvement with the Shell account, B Lab UK determined that decisions made at the group level were relevant to their B Corp status. This decision was based on Havas' use of a common brand across its agencies, effectively placing the entire group's actions within the scope of the investigation.
B Lab UK stated that Havas' actions breached the B Corp community's core "Declaration of Interdependence" values. The organization initially proposed suspension with remediation, but Havas reportedly declined to take the unspecified remedial actions required to retain its certification.
The loss of B Corp status is particularly damaging to Havas CEO Yannick Bolloré, who had previously defended the company's decision to work with Shell. Bolloré argued that Havas could leverage its position to influence the oil giant towards more sustainable practices, a stance that now appears to have backfired.
The Havas case unfolds against a backdrop of increasing global scrutiny on the advertising industry's relationship with fossil fuel companies. United Nations Secretary-General Antonio Guterres recently delivered a scathing critique of the sector's role in climate change.
In a powerful address on World Environment Day, Guterres didn't mince words: "Many in the fossil fuel industry have shamelessly greenwashed, even as they have sought to delay climate action – with lobbying, legal threats, and massive ad campaigns. They have been aided and abetted by advertising and PR companies – Mad Men – remember the TV series - fueling the madness."
Guterres directly challenged advertising agencies, urging them to "stop acting as enablers to planetary destruction." He called on these companies to cease taking on new fossil fuel clients immediately and to develop plans to drop existing ones. His message was stark: "Fossil fuels are not only poisoning our planet – they're toxic for your brand."
The UN chief also advocated for governmental action, suggesting countries should "ban advertising from fossil fuel companies," drawing parallels with restrictions on tobacco advertising. He extended his appeal to news media and tech companies, urging them to reject fossil fuel advertising as well.
This forceful stance from such a high-profile global leader underscores the growing pressure on advertising agencies to reconsider their relationships with fossil fuel clients, a debate that the Havas case has brought into sharp focus.
Building on their success with the Havas revocation, Clean Creatives will continue to challenge the advertising industry's ties to fossil fuel companies. Launched in August 2020, this project has quickly become a formidable force, uniting over 2,200 creatives and 1,000 agencies in a pledge to reject work with fossil fuel companies and offer a vision for a more sustainable advertising industry. By providing resources, support, and a network for agencies committed to environmental responsibility, they're fostering a community dedicated to positive climate action.
Clean Creatives' latest report targets a new group of B Corp-certified agencies with fossil fuel industry ties, including Cullen Communications, Total Media, Edit, Tinkle Communications, and SEC Newgate. This effort underscores the organization's role as an industry watchdog, holding B Corp agencies accountable to their sustainability commitments.
As the advertising world wrestles with its role in addressing climate change, the Havas case and Clean Creatives' ongoing efforts serve as powerful catalysts for industry-wide reflection. The challenge of balancing client relationships with environmental responsibilities is no longer a fringe concern but a central issue that agencies must confront.
The ripple effects of these developments are likely to reshape the advertising landscape for years to come, pushing the industry towards greater environmental accountability and potentially redefining what it means to be a responsible agency in the 21st century.
