Amsterdam’s change champions: Meet Lucy von Sturmer

Creatives for Climate Collective is the leading global network and membership platform for creative climate action. Through capacity building and an alliance of creative agencies taking action, they are mobilising change agents, tackling greenwashing, and scaling effective climate communications.

Lucy, thank you for joining us. Can you tell us about how your career led to Creatives for Climate? What inspired you to start your company here in Amsterdam?

The Netherlands' vibrant entrepreneurial spirit inspired me to start my venture in Amsterdam, where I founded The Humblebrag, a consultancy focused on impact communications, working with brands like Forbes and B Corp. A year later, I launched Creatives for Climate Collective to take a more activist, collective approach to climate action. 

In 2019, I hosted the successful (sold out in less than 24 hours) Creatives for Climate Summit here in Amsterdam, which sparked ongoing mobilisation. The appetite was there, people were looking for a way to take action and we became an answer. This momentum led to the creation of an independent Dutch non-profit foundation (stitchting). Our mission is to activate climate leadership in the creative industries, envisioning a future where creative skills build a just and regenerative world.

What is your mission with Creatives for Climate? How does this align with creating a positive impact on Amsterdam’s business ecosystem?

We are transforming the power of the marketing, PR and creative industries into a driving force for climate solutions, by giving creative professionals and agencies the tools, knowledge and support to use creativity for climate action. We're also forming an alliance of ethical agencies committed to collaboration, anti-greenwashing education, and cutting ties with fossil fuel clients. Together, we can turn every project into a climate project, solving challenges and attracting values-driven clients. It’s exciting to see the Dutch landscape rally for change!

Can you talk about a specific initiatives that Creatives for Climate has done to promote sustainability in your industry?

Recently, we published a new impact report highlighting our efforts, including multiple Amsterdam summits and key local campaigns. Greenpeace Netherlands tapped into our community for their fossil fuel advertising ban campaign. And we delivered; creating powerful visuals that boosted mobilisation. It was a clear testament to our impact on the ground.

Why are you here in Amsterdam? What benefits does the city offer as a place for impact-led businesses?

Amsterdam is a hub of opportunity and possibility, especially for climate and sustainability leaders, compared to elsewhere I have seen. It is buzzing with support for social impact initiatives. The city's global network and passion for innovation—grounded in principles like doughnut economics—make it a magnet for big, bold ideas. 

What are some of the biggest challenges you face in driving sustainable practices within your industry?

Creative agencies face a big challenge: their clients. Major polluters like fossil fuel industries rely on PR to build a positive image that is ultimately greenwashing. Choosing who to represent is critical for shaping industries and reducing emissions. But the work doesn’t stop there. The creative sector must innovate, tackle greenwashing, and develop new skills to scale climate solutions. This "pioneering the future" approach drives the next phase of Creatives for Climate Collective, unlocking fresh opportunities for real impact.

What have been the most valuable lessons for you?

Developing leadership within the community and creating an inclusive, give-and-take dynamic is essential. With over 40,000 people involved and seeking support in our network, welcoming everyone on their climate journey is valuable and leads to greater impact and inclusivity. 

What are your long-term goals for Creatives for Climate in Amsterdam, and how do you plan to achieve them?

Through our agency alliance, we want to raise industry standards while connecting pioneering agencies with the broader movement. I know it won't happen overnight, but we're building momentum. Our goal is to run widespread, collective climate campaigns through our network. We've already started testing this with initiatives like the fossil fuel non-proliferation treaty, Greenpeace, and Oxfam. Just imagine issuing a clear call to action across the entire network—agencies and creatives all mobilising around one message. Doing that at scale would be incredible. That's my biggest dream, and it would have so much power behind it.

That’s inspiring, Lucy. Finally, do you have any advice for other impact-driven entrepreneurs starting their journey?

The Netherlands offers significant support for female entrepreneurs and impact-driven initiatives and I think it should be proud of that. Also, don’t be afraid to take the plunge. Building a network and finding supportive communities, like The Next Women or Equals, can make a big difference. Stay resilient, keep learning, and don’t lose sight of the impact you want to make.