Doing the right thing is not always the easiest thing, especially when it comes to sustainability. Recently, our agency was placed on an "F list" by critics for working with clients like Z Energy and Genesis Energy—two companies linked to fossil fuels. Yes, we proudly promote ourselves as a B-Corp, certified carbon neutral, and members of the Sustainable Business Council and Climate Leaders Coalition. And yes, we do work with businesses in high-impact sectors. But here’s the thing: real progress doesn’t come from only working with companies that have completed their sustainability journey. Real change happens when you stay engaged, challenging and guiding those still in transition—and that’s exactly where we focus our energy.

Being "in the tent" is essential. It means we can actively challenge, question, and influence our clients' sustainability efforts.

Take our work with Z Energy. We don’t greenwash or gloss over the complexities of fossil fuels. Instead, we support projects like EV infrastructure investment and community support initiatives like Good in the Hood. At Genesis, our focus is collaborating on the preparation of their climate-related disclosure and modern slavery statements—essential work in holding large companies accountable. Genesis, by the way, also part-owns ecotricity, a renewable energy provider who we’re currently supporting with a materiality assessment and sustainability report. So, to those who suggest we’re simply boosting fossil fuel profits, we ask: where’s the acknowledgment of these tangible steps toward a cleaner future?

It’s easy to point fingers, especially in today’s world of black-and-white debates. But our approach is about staying "in the tent"—engaging with clients who may not have finished their transition but are committed to change. For example, with Toyota New Zealand we’ve been pivotal in helping them set ambitious Science-Based Targets for their emissions, advocating for electrification, and a targeted PR campaign for the new Hilux Hybrid. Does Toyota’s journey toward becoming a mobility company involve complexities? Absolutely. But being part of that journey means we can help steer them in the right direction.

Ironically, we are often the first to highlight potential greenwashing for our clients. We don’t shy away from asking the hard questions about our clients’ packaging claims or the sustainability of their supply chains. Often we’re at the pointy end helping them procure circular solutions. We regularly challenge businesses to back their claims with third-party verification and transparent reporting. This is how we help them navigate the complexities of sustainability and avoid the traps of superficial green claims.

Exiting the conversation with companies that are still in transition doesn't help anyone. We believe that staying engaged, holding businesses accountable, and pushing for more ambitious sustainability goals leads to genuine, long-term progress. If we were to limit ourselves to only working with "perfect" clients, we’d be preaching to the choir. The real impact comes from working with businesses that still have room to grow and guiding them through that journey.

Our advice isn't just theoretical; it's rooted in our own lived experience. We've navigated the complexities of sustainability ourselves, which gives us the credibility and insight to push our clients toward real, actionable change. This first-hand commitment allows us to challenge businesses authentically, ensuring they take genuine steps, rather than settling for superficial solutions.

For nearly two decades, our agency has committed itself to driving sustainability across all sectors, not just the easy ones. We’re not jumping on a green bandwagon or discovering a "sustainability niche"—we’ve been doing this work for 18 years. Our philosophy is simple: exiting the conversation with industries in transition doesn’t foster the system-wide change we need to achieve a low-carbon future. It’s precisely by staying engaged with these sectors that we can help influence their sustainable evolution.

We welcome critics like Comms Declare who challenge agencies like ours to defend our work. Such scrutiny keeps the sustainability conversation vibrant and transparent and forces us all to reflect on whether we’re truly making a difference. The reality is that greenwashing, greenhushing, and other pitfalls exist, but we confront these head-on by working within, not outside, the industries that need transformation.

Behind the scenes, we also actively choose not to work with industries that don’t align with our values, like gambling or vaping. Our commitment to sustainability extends beyond clients—we provide more than $100,000 in pro bono support to charities annually, including organisations like the NZ Antarctic Society, helping them communicate urgent climate science.

Our role in the sustainability space isn’t to make things look easy or to sugar-coat the complexity of a clean energy transition. It’s to help businesses, governments, and communities understand those complexities, navigate them, and make real, accountable progress. Whether it’s working with large energy companies or smaller businesses on the frontlines of sustainability, our mission remains the same: to push for meaningful change, inspire responsible action, and create a regenerative economy.

We stand by our work and invite anyone to join the conversation, because tackling climate change will take more than just a list—it requires focused, sustained effort across all sectors, including those that aren’t perfect yet.

Let’s not focus on the letter F. Let's focus on the future—where we’re headed, and how we’re getting there.