What’s Going On Here?
The campaign targets the creative industry, asking it to use advertising power to ensure that we do not lose the positive environmental shifts developed in lockdown and continue their momentum as the restrictions loosen.
As the industry with arguably the biggest influence on people, can advertising be intentionally influencing positive environmental behaviour?
What Does This Mean?
The creative industry are the guys n gals responsible for the adverts you see everywhere. They’re savvy to techniques such as price sensitivity, social proof, scarcity, cognitive dissonance, decoy effect and personification to affect your behaviour. And, when big consumer brands have the biggest spending power on campaigns, the effects are often at odds with our environment goals.
But 77%* believe it is the industry’s responsibility to encourage people to behave more sustainably like during lockdown. (Less flying more yoga, less commuting more family time, less fashion more bread making).
The Purpose Disruptors are asking the industry to do three things:
- Industry reset. Become agents of change, not just passive receivers of briefs.
- Reset the work being done. Promotes sustainable values, attitudes and behaviours.
- Reset what is measured and what is celebrated as ‘success’.
Why Should We Care?
The pause that we’ve experienced during the lockdown caused by the pandemic will result in a 7% decrease in global emissions in 2020. The UN states that we need a decrease of 7.6% every year until 2030 to avoid climate and ecological disaster. This means we need to maintain the same decrease every year, as if we were living in lockdown.
Advertising has to shape up and take responsibility, then promote this much talked about need for change!
If you work in the creative industry, check out the actions proposed by The Purpose Disruptors. Follow @createthegreatreset & #createtheresetIf you work in another industry, tell us what has been happening in your space. We will share examples in our next email. Power to the Grassroots Movements!!
Already on our curious.radar
Purpose Disruptors – The Great Reset (Creative Industry)
Impact Hub – Build Back Better Hackathon (Cross Sector)
The Commitment x (Individual actions)
UK100 – Resilient Recovery (Local Government)
Compass – #BuildBackBetter (Societal)