Ben Co-Founder 08 July, 2025 • Reading time: 5 minutes Empower Agency joins the Ethical Agency Alliance Empower Agency is proud to announce our membership in the Ethical Agency Alliance, marking a significant milestone in our journey toward responsible creative practice and climate-conscious business operations. Climate Change “We’re thrilled to welcome Empower into the Ethical Agency Alliance. Their commitment to challenging greenwash and championing honest, impactful climate communication aligns beautifully with the kind of leadership we need across the creative industry.” Ece Eyisoy Programme Director at Creatives for Climate The role marketing plays in the climate crisis As awareness grows about the role that advertising and marketing play in shaping sustainable (and unsustainable) consumption patterns, agencies face increasing pressure to examine not just how they operate, but what they choose to promote. For forward-thinking agencies, this presents an unprecedented opportunity to lead meaningful change while building more resilient, future-focused businesses. The advertising industry influences approximately one trillion dollars of global spend annually. This power comes with equal responsibility. Every creative decision, every campaign strategy, and every client partnership either contributes to the problem or becomes part of the solution. The question facing agencies today isn’t whether to engage with sustainability issues, but how quickly and effectively they can transform their practice to meet this moment. “Our commitment to sustainability goes beyond business strategy. It’s rooted in a fundamental belief that agencies have a moral obligation to use our creative talents to help society transition to sustainable ways of living and to actively restore the natural world that sustains us all.” Jaz Cummins Co-Founder, Empower Understanding our true impact This understanding has led Empower Agency to join the Ethical Agency Alliance, a collective of agencies committed to using their creative power for positive impact. By joining the Alliance, we’re not just making a statement about our values – we’re connecting with a community of like-minded agencies who share resources, best practices, and accountability structures. The Alliance provides us with practical frameworks for evaluating potential clients against our sustainability policies, while also giving us access to a network of agencies who are pioneering new approaches to nature and climate-conscious creative work. The Ethical Agency Alliance represents a growing movement within the creative industry, bringing together agencies of all sizes who recognise that business as usual is no longer an option. This membership reflects our belief that systemic change requires collective action, not just individual agency initiatives. Through shared learning, collaborative advocacy, and mutual accountability, Alliance members are proving that it’s possible to build successful agencies while actively contributing to nature and climate solutions. “In an era where greenwashing is rampant, authentic commitments to sustainability require more than surface-level changes or clever messaging. It demands fundamental shifts in how agencies evaluate opportunities, measure success, and define their role in society.” Ben Matthews Co-Founder, Empower What this means in practice Our sustainability commitments at Empower Agency stem directly from our founders’ personal convictions about the urgent need for climate action. This personal dedication ensures that sustainability isn’t just a marketing position for Empower Agency, but a core value that guides every decision, from the clients we work with to the creative solutions we develop. Our membership in the Ethical Agency Alliance translates into concrete changes in how Empower Agency operates: Client selection: We now apply rigorous sustainability criteria when evaluating potential partnerships, prioritising clients who are genuinely committed to positive environmental and social impact. Project evaluation: Every campaign is assessed not just for creative excellence and business results, but for its potential contribution to sustainable consumption patterns and climate solutions. Measurement and accountability: We’re implementing serviced emissions calculations to understand and take responsibility for the broader impact of our work. Industry leadership: Through the Alliance, we’re contributing to the development of industry standards and best practices that can help transform the entire sector. Continuous improvement: Our sustainability commitments are living principles that evolve as we learn more about our impact and discover new ways to contribute to positive change. The climate crisis requires collaboration across all sectors, and the creative industry has a unique role to play in shaping the narratives, behaviours, and systems that will define our collective future. Through our membership in the Ethical Agency Alliance and our ongoing commitment to responsible creative practice, Empower Agency is proud to be part of this essential transformation. The future of our industry – and our planet – depends on agencies choosing to use their influence responsibly. We invite other agencies, clients, and creative professionals to join us. More insights You might be interested in these insights from the Empower team. View content Careers Job Opportunity: Senior Marketing Executive / Junior Marketing Manager (Maternity Cover) Read more View content SEO Job: SEO Trainer for Empower Team Upskilling Read more View content Climate Change Events Beyond Boundaries: What the Northern Sustainability Summit Reveals About Effective Climate Communication Read more View content Climate Change Events “Diversity grows resilience”: Lessons from Groundswell for climate communicators Read more View content Climate Change Empower Agency joins the Ethical Agency Alliance Read more View content Climate Change Events Hope, Love, Nature, Diaspora – London Climate Action Week 2025 Highlights Read more View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more
“We’re thrilled to welcome Empower into the Ethical Agency Alliance. Their commitment to challenging greenwash and championing honest, impactful climate communication aligns beautifully with the kind of leadership we need across the creative industry.” Ece Eyisoy Programme Director at Creatives for Climate
The role marketing plays in the climate crisis As awareness grows about the role that advertising and marketing play in shaping sustainable (and unsustainable) consumption patterns, agencies face increasing pressure to examine not just how they operate, but what they choose to promote. For forward-thinking agencies, this presents an unprecedented opportunity to lead meaningful change while building more resilient, future-focused businesses. The advertising industry influences approximately one trillion dollars of global spend annually. This power comes with equal responsibility. Every creative decision, every campaign strategy, and every client partnership either contributes to the problem or becomes part of the solution. The question facing agencies today isn’t whether to engage with sustainability issues, but how quickly and effectively they can transform their practice to meet this moment.
“Our commitment to sustainability goes beyond business strategy. It’s rooted in a fundamental belief that agencies have a moral obligation to use our creative talents to help society transition to sustainable ways of living and to actively restore the natural world that sustains us all.” Jaz Cummins Co-Founder, Empower
Understanding our true impact This understanding has led Empower Agency to join the Ethical Agency Alliance, a collective of agencies committed to using their creative power for positive impact. By joining the Alliance, we’re not just making a statement about our values – we’re connecting with a community of like-minded agencies who share resources, best practices, and accountability structures. The Alliance provides us with practical frameworks for evaluating potential clients against our sustainability policies, while also giving us access to a network of agencies who are pioneering new approaches to nature and climate-conscious creative work. The Ethical Agency Alliance represents a growing movement within the creative industry, bringing together agencies of all sizes who recognise that business as usual is no longer an option. This membership reflects our belief that systemic change requires collective action, not just individual agency initiatives. Through shared learning, collaborative advocacy, and mutual accountability, Alliance members are proving that it’s possible to build successful agencies while actively contributing to nature and climate solutions.
“In an era where greenwashing is rampant, authentic commitments to sustainability require more than surface-level changes or clever messaging. It demands fundamental shifts in how agencies evaluate opportunities, measure success, and define their role in society.” Ben Matthews Co-Founder, Empower
What this means in practice Our sustainability commitments at Empower Agency stem directly from our founders’ personal convictions about the urgent need for climate action. This personal dedication ensures that sustainability isn’t just a marketing position for Empower Agency, but a core value that guides every decision, from the clients we work with to the creative solutions we develop. Our membership in the Ethical Agency Alliance translates into concrete changes in how Empower Agency operates: Client selection: We now apply rigorous sustainability criteria when evaluating potential partnerships, prioritising clients who are genuinely committed to positive environmental and social impact. Project evaluation: Every campaign is assessed not just for creative excellence and business results, but for its potential contribution to sustainable consumption patterns and climate solutions. Measurement and accountability: We’re implementing serviced emissions calculations to understand and take responsibility for the broader impact of our work. Industry leadership: Through the Alliance, we’re contributing to the development of industry standards and best practices that can help transform the entire sector. Continuous improvement: Our sustainability commitments are living principles that evolve as we learn more about our impact and discover new ways to contribute to positive change. The climate crisis requires collaboration across all sectors, and the creative industry has a unique role to play in shaping the narratives, behaviours, and systems that will define our collective future. Through our membership in the Ethical Agency Alliance and our ongoing commitment to responsible creative practice, Empower Agency is proud to be part of this essential transformation. The future of our industry – and our planet – depends on agencies choosing to use their influence responsibly. We invite other agencies, clients, and creative professionals to join us.
More insights You might be interested in these insights from the Empower team. View content Careers Job Opportunity: Senior Marketing Executive / Junior Marketing Manager (Maternity Cover) Read more View content SEO Job: SEO Trainer for Empower Team Upskilling Read more View content Climate Change Events Beyond Boundaries: What the Northern Sustainability Summit Reveals About Effective Climate Communication Read more View content Climate Change Events “Diversity grows resilience”: Lessons from Groundswell for climate communicators Read more View content Climate Change Empower Agency joins the Ethical Agency Alliance Read more View content Climate Change Events Hope, Love, Nature, Diaspora – London Climate Action Week 2025 Highlights Read more View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more View content Social Media Should you be using hashtags in 2025? Read more View content Social Media Social media stats for charities and nonprofits Read more
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