Navigating the Conscious vs. Commercial: The Future of the Creative Industry

I recently had the honour of participating in a panel discussion at the Blue Earth Summit called ‘The Future of the Creative Industry’ where we explored the profound role of the creative industry in addressing today's most pressing challenges. Alongside fellow panelists, journalist and adventure writer Sam Haddad, Head of Social Impact at JCDecaux Chris Dooley and Co-Founder and Executive Director, SHARE Creative Alex Hill, we delved into the responsibilities, challenges, and opportunities facing creatives who aim to drive positive change. Here, I'll share my perspective on the pivotal role we, as creatives, play in shaping a more sustainable and ethical future and still building a viable career whilst we do so.

Show them that solutions sell

As a creative, I've always believed that our greatest asset is the power of imagination. We have the unique ability to transform complex issues into compelling narratives that can captivate and inspire audiences. This is especially crucial when it comes to sustainability. If the creative brief centers around credible solutions, it's our responsibility to channel the full force of our creativity into it.

The key here is to break free from the false dichotomy that pits sustainable lifestyles against profitability. This flawed perspective has hindered the progress of sustainability initiatives and is essentially a marketing misstep. Portraying sustainability as a path of sacrifice is not an attractive proposition, and it's high time we change this narrative.

In fact,88% of consumers want brands to help them live sustainably. As creatives, we hold a unique position of influence. When the moral imperative isn't sufficient to drive change, we have the power to demonstrate the compelling financial advantages of embracing sustainability. By showcasing how sustainable practices can lead to increased profitability, reduced costs, and enhanced brand reputation, we can encourage brands and businesses to not only do what's right for the planet but also what's right for their bottom line.

If all else fails, turn to the SDGs

One aspect of our discussion that I found particularly interesting was the idea of "guardrails" in the creative industry. As individuals, and small business, when trying to accept briefs according to your ethos, things can at time become a little murky. Turning to the SDGs can help us ensure that our work aligns with sustainability objectives.

In the world of creativity, guardrails encompass the ethical boundaries that guide our work. At Futerra, for instance, we've made it a policy not to take on clients involved in industries like fossil fuels, firearms, tobacco, gambling, or pornography. This decision aligns with the SDGs and ensures our work supports a sustainable future.

To navigate this territory, I advise creatives to thoroughly research potential clients. Look for brands that have set clear goals regarding their sustainability efforts. Transparency is key here. When we collaborate with brands, we want to be sure that our values and objectives are in harmony. This research-driven approach allows us to establish ethical guardrails in our creative work. And if you can’t find the answer – ask the client. More than likely, if they have nothing to show you, there’s nothing to see. Might not be the one for you.

Use transparency as a tool

Transparency is a two-way street, offering benefits to both brands and creatives alike. This paradigm shift is evident as over 600 creative organizations commit to no longer working with fossil fuel clients, (a point that was eloquently underscored by a representative from Clean Creatives during our panel Q&A). Initiatives like theClient Disclosure Report and The F List by Clean Creatives reflect the growing client demand for ethical agency partnerships. In this evolving landscape, creative agencies can no longer remain on the fence. A telling example is the recent contract termination by The Fossil Fuel Non-Proliferation Treaty with agency Red Havas, following news that sister agency Havas Media has been appointed as Shell’s media agency. This incident underscores the demand for agencies and creative to make explicit ethical choices and be transparent about the clients they serve. By doing so, creatives not only align themselves with the growing demand for ethical partnerships but also open the door for brands to find them, promoting mutually beneficial collaborations that pave the way for a more sustainable and responsible creative industry.

The future of the creative industry is inextricably linked to sustainability and ethical responsibility. We creative hold a powerful pen, and we can use this to rewrite sustainability as an opportunity, mainstreaming solutions, and demanding transparency, we can steer the industry toward a more ethical and impactful future.

As we navigate the conscious vs. commercial challenge, it's essential to stay true to our values and maintain our ethical guardrails. Whether you're an independent creative professional or part of a larger agency, your choices and actions have the potential to shape the narrative and drive the change needed for a brighter, more sustainable future. In this pivotal moment, the responsibility lies with all of us to be conscientious creators and storytellers.