Lerma seeks out biases to correct in AI. The agency recently revealed how gen AI can have racial biases when generating images of Hispanic people, so it’s training its AI on real images of people who identify as Hispanic in order to have more accurate depictions.
At Gut, the network has a task-forced called Committed, which strives to create a diverse, safe and equitable environment. To do so, it brings in guest speakers, spearheads recruitment initiatives and raises awareness on the issues that impact their communities.
DEI also factors in the organizations that agencies choose to partner with or support. Notably, Translation works with more then 400 diverse or minority-owned organizations to create its work. Deutsch LA created Blackness in Full Bloom, which has supported more than 20 Black-owned local businesses with its free brand-building program.
Sustainability
Only seven of the finalists are currently working with fossil fuel companies, and the majority of the 34 have pledged to never work with fossil fuel companies in the future through either their own pledges or by signing the Clean Creatives pledge. Dept, Wieden+Kennedy and Colle McVoy are already B Corps, with others such as BETC Paris and Rethink saying they are on a path to certification.
Some agencies see sustainability as a business advantage.
Dept was climate-neutral certified for the third time earlier this year. It has measured and offset 100% of its carbon emissions since 2020 and is committed to cutting its Scope 1 and 2 emissions in half by 2030.
A few agencies are currently measuring their carbon footprint. BETC’s carbon footprint, for instance, represents 1,079 tons in total for 1,000 employees (a 45% reduction compared to 2018 and a 36% reduction compared to 2019). In 2022, Wieden+Kennedy reduced its global emissions by 16% or 2,000 tons of CO2. It also offset 1,500 tons of emissions using carbon removal methods with its partner Klimate.co. The indie agency is also working on an open-source guide to help other agencies attain B Corp status.
Colle McVoy made a number of changes to its policies and programs to become a B Corp, such as employee training that includes social and environmental issues; job descriptions for executive team members that include social and environmental performance; and tracking impact with metrics, including asking staff to complete a carbon footprint calculator each year.
Sustainability has shown up in Mother London’s work in a number of ways, but perhaps most compellingly for a Greenpeace film centered around the Fleetwood Mac song “Don’t Stop.”
Alto has joined 1% for the Planet, through which it has contributed more than $300,000 of its annual revenue to environmental causes.
This story is part of the “Building a Better Agency” special feature.
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