This unsettling reality came to light through the recently launched annual F-List — a global initiative by Clean Creatives and supported locally by Comms Declare. The F-List names and shames agencies working with fossil fuel companies — the ‘Mad Men’ fuelling the climate crisis.

At Young Folks, we dug deeper, scouring the F-List and visiting the websites of these agencies. What we found was alarming. Many of the agencies on the F-List are also serving clients committed to making a positive impact for people and the planet.

That’s where Ask Pearl was born.

Ask Pearl is a tongue-in-cheek campaign that shines a light on this double-dealing through a parody agony aunt advice column. Each letter to Pearl represents a brand coming to terms with the fact that their agency, while publicly championing sustainability and ethics, is working with fossil fuel giants often behind the scenes.

So, what’s Pearl’s advice?

It’s simple: have ‘the talk.’ Pearl encourages brands to confront their agencies, ask the tough questions, and decide whether to stay with a partner who’s tangled up with the fossil fuel industry — or to find a new agency that truly shares their mission and values.

The advertising industry has a responsibility to evaluate its partnerships critically. Just as tobacco advertising faced bans due to its detrimental effects on public health, the climate crisis demands similar scrutiny. If the industry can turn away from promoting harmful products like tobacco, it must also consider the implications of supporting the fossil fuel industry. Our campaign urges brands to reflect on whether working with agencies that partner with the fossil fuel sector aligns with their mission for a sustainable future. And agencies to consider how they can use their creative prowess for good.

Ready to confront your agency’s hidden affiliations?
Ask Pearl.

About Young Folks

Young Folks is a full-service indie agency helping future-focused brands catch eyes, win hearts, and get radically better results — for both the bottom line and the planet.

As a carbon-neutral, B Corp certified agency, we only partner with brands solving today’s problems for a better tomorrow. We work with visionaries, disruptors, and game-changers because we believe purpose and profit work better together.

We’re proud members of Comms Declare and Clean Creatives, pledging never to work with fossil fuel companies (you won’t find us on the F-List).

And we’re on a mission to accelerate the growth and impact of world-changing brands, untrash the planet and create a brighter future for the next generation.

That’s why we launched Ask Pearl — to challenge the industry, spark change, and help brands align their partnerships with their values. Because we believe in the power of branding, marketing, and advertising to influence behaviour and, ultimately, save the planet.