“What’s the carbon footprint of a 30-second ad?”
It’s a question that rarely comes up on set, but maybe it should. In an industry built on fast turnarounds, shiny visuals and jet-fueled shoots, sustainability isn’t always top of mind. At Powwow, we’re trying to change that. Not with flashy campaigns or vague promises, but with concrete actions rooted in our daily work.
How can an audiovisual agency become sustainable? How do we avoid greenwashing and make a real impact with our work? How do we implement our values while ensuring the company survives in the long run? Why is this such an important topic for us?
These are just some of the questions we tackle every day at Powwow. Companies are slowly shifting toward more sustainable approaches, especially in the fast-paced world of production. Sustainability has always been a part of Powwow’s DNA, and we recently received the ShiftingPact label. a certification designed specifically for small and medium-sized enterprises in Belgium. This is one of the many steps we’re taking toward a more conscious way of working.
According to the EIB Climate Survey, “94% of EU respondents say it is important for their country to adapt to climate change, while 50% say it needs to be prioritized.” There are clear signs that people are seeking more mindful ways of living, creating, and generating income through their businesses.
As our CEO Kevin puts it, “What drives me is the desire to build a company that respects its team, values their voice, and contributes to a fairer society. It gives me the sense that, in my own way, I’m making an impact. For me, it’s much more than a trend or an obligation. The goal is no longer just to make money, but to contribute to a different vision of business, one that, in its own way, positively impacts its ecosystem, and no longer exists solely for profit. It’s a way of thinking about the company over time, placing people, ethics, and the planet at the heart of every decision.”
To achieve this, we rely on five essential pillars: governance, workers, community, environment, and clients.
· Governance emphasizes transparency in decisions-making and actively involves our team in shaping the company’s direction.
· Workers are at the heart of our approach, with a strong focus on their well-being and parity.
· The community pillar reflects our commitment to collaboration with freelancers and partners. We also choose to dedicate 5% of our time to pro bono projects that embody our core values—initiatives we support without compensation because we believe in their impact. When a project is truly meaningful, we use our business as a force for positive change in society.
· Regarding the environment, we prioritize responsible production methods such as shooting in Belgium and avoiding long-distance travelling as much as possible. We focus on thoughtful technical choices and sustainable mobility solutions.
· Lastly, our relationship with clients is built on working with committed stakeholders, engaging in a co-creative process to deliver meaningful value together.
Maxime, one of our editors, explains: “I think companies should aim to obtain a sustainability label because it pushes them to maintain certain standards. Kevin wanted to distill a sustainable mindset throughout the company, and everyone followed naturally. We’re a generation that grew up hearing about these issues, so it wasn’t hard for us to integrate sustainable practices into our daily work. Companies might be scared to take the leap, but it’s less challenging and more rewarding than they think. I’m proud that we got the ShiftingPact label, but we can go even further, and that’s what we keep doing every day”
So how do you go even further?
Labels play a crucial role in the sustainability transition. They guarantee authenticity. Companies must prove their engagement and continuously strive to improve, based on international standards that apply equally to everyone. Labels are binding and costly. They don’t generate revenue, yet they force you to stay at the top of your game by demanding continuous improvement. They highlight our weaknesses and flaws, forcing us to work on and overcome them. ShiftingPact is a start, but we’re aiming for higher and more demanding environmental certifications. When we choose to pursue a label, we’re not taking the easy path, and many might wonder why we would intentionally put our company through added challenges. It’s true that it requires effort, but in the long run, it’s one of the best investments you can make for your company.
Kevin says: “For a long time, I was reluctant to communicate about these commitments. There have been so many abuses, so much greenwashing and marketing opportunism. So many companies have used the right words without changing anything fundamentally. Whereas we, we’re not claiming to have it all figured out. Yes, we do business. And we want it to succeed. But we’re trying to do it better. With more awareness, more respect, more consistency. What we’re doing isn’t a campaign, it’s a transformation. And it’s imperfect, sometimes slow, but it’s genuine. We’re not looking for a medal. We just want to move forward in a direction that, to me, should become the norm. We’d rather do something small but meaningful than something big and empty.”
Labels are a key tool in the fight against greenwashing because detaining one isn’t a one-time achievement, it’s an ongoing commitment. Once a label is granted, it doesn’t last forever. Companies are regularly audited to ensure they continue to meet the required standards. This constant oversight holds businesses accountable and pushes them to maintain genuinely sustainable practices, rather than simply using green claims as a marketing strategy.
Companies might be afraid to make the transition because once you’re in the spotlight, there’s an expectation to be perfect in every aspect. But the goal is not to be perfect. The goal is to own your flaws and strive to take the right path toward a sustainable and transparent way of doing business. Labels are not simply badges of honor; they’re a barometer that makes you face your mistakes and provides indicators on how to fix them. We realize that changing the way we do business isn’t something we can do alone—but by embracing a spirit of collectivity and collaborating with our clients, partners, team, and others across the industry, we can build something better, together.
Sustainability is a shared effort, and at Powwow, we’re here for the long run. We’re proud of how far we’ve come, but even more excited about what lies ahead. Because for us, sustainability isn’t a trend: it’s a responsibility.
