Can UK creatives lead us to a sustainable future?

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The final report from the sustainability beacon project looking at the UK creative industries

The final report from the sustainability beacon project looking at the UK creative industries

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  • 1. THECREATIVEINDUSTRIESSUSTAINABILITYBEACON PROJECTFINAL REPORT1 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 2. This project is one of a series of Creative Industries KTN Beaconprojects. Each exploring innovation challenges and opportunitiesfor creative industries over the coming years. Details of all of thethese projects can be found atwww.creativeindustriesktn.org The CI KTN is funded by theTechnology Strategy Board.Forum for the Future - the sustainable development charity -works in partnership with leading businesses and public serviceproviders, helping them devise more sustainable strategies anddeliver new products and services which enhance people’s livesand are better for the environment.Registered charity no: 1040519Company limited by guarantee in UK and Wales, no: 2959712VAT reg no: 677 7475 70www.forumforthefuture.orgForum for the Future authors: Fiona Bennie and Chris SherwinForum for the Future support team: Devashree SahaFor more information: www.forumforthefuture.org/projects/creative-industries-project and https://ktn.innovateuk.org/web/sustainabilityContacts:Fiona Bennie f.bennie@forumforthefuture.orgJeremy Davenport jeremy@creativeindustriesktn.org2 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 3. Contents1. Setting the Context 042. Opportunities 103. Provocations 184. Appendixes:4a. Methodology 224b. Resources for a sustainable future 264c. Creative Sectors 283 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 4. 1. Setting the ContextT he world is facing unprecedented However innovation is critical to our future. creative levers – enabling them to think up sales combined! challenges – climate change, resource It is the way companies survive, grow and entirely new ways for people to go about The smart innovators are seeing this as a shortages, water scarcity, waste and remain competitive. It is how they create new their lives. This isn’t just philanthropy, charity, once in a lifetime opportunity to affect lastingpollution. With these sustainability pressures on products and services to satisfy unmet needs. goodwill or creative expression either, as they change, and reaping the rewards. It falls to thisthe world’s resources, the need for new thinking And ultimately, and most importantly, it is how have one eye of the economic benefits of generation of creative thinkers to imagine aand creative approaches is clearer than ever. In humankind will overcome these sustainability doing this. This sustainability market for ‘green future world that we’d all like to live in – andthe past, innovation and creativity has been part challenges. growth’ was recently estimated as a $3.2 trillion then build it to last.of the problem – generating more ‘stuff’ to fuel business opportunity - and growing, while UK A new generation of creative’s are emerging,‘use and- chuck’ lifestyles, creating novelty for consumer spending on ‘sustainable’ products who see that, far from being constraining,its own sake. But today, creative’s are becoming and services was last reported at more than sustainability offers a fantastic new set ofpart of the solution. £36bn – bigger even than alcohol and tobacco4 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 5. 1. Setting the ContextWhat is What is climate change?sustainability?Sustainability is the goal of meeting human needs The facts Extreme weather: summer temperatures as experiencedwithout overwhelming the environment or society. in 2003 – a record breaking heat wave in Europe which killedSustainable development is a dynamic process by 1. What is causing climate change? 35,000 people – could become the norm.which sustainability is achieved, enabling all people Sea level rise: steep increases in global sea levels will cause Human activity has caused global warming. That is theto realise their potential and improve their quality severe flooding in many countries. In Asia, 94 million people overwhelming verdict of the UN climate change panel, made upof life in ways which simultaneously protect and could be left homeless, leading to large-scale migration. of 150 scientists from 130 countries. They say the temperatureenhance the Earth’s life support systems. increases in recent years cannot be explained by natural factors Water shortages: glaciers could shrink by almost two-thirds,Sustainability is an all-encompassing concept, alone. The Met Office has released a publication on the future and the rivers they feed could start to dry up. This wouldspanning political, economic and technological predictions of climate change. affect drinking water supplies for around a sixth of the world’sspheres, and ecological, social and business population, not to mention the effect on farming and food Greenhouse gases are causing climate change by trapping theissues. In this Beacon Project, our interpretation of supply. earth’s heat before it can escape into space. The biggest culpritsustainability has focussed mainly on environmental of all this is carbon dioxide (CO2), which is produced by burning Food shortages: drought in parts of Africa could reducesustainability (or green issues) and chiefly uses fossil fuels like coal and oil. Levels of CO2 in the atmosphere harvests by 50% by 2020.climate change as a proxy for this, remaining have risen by 40% since the Industrial Revolution. Temperaturesmindful that the issues are interlinked. Extinctions: up to a third of known plant and animal species have risen alongside the increased levels of carbon dioxideSustainability is clearly an all-encompassing since the 19th century. will be at risk of extinction. Entire natural environments – likeconcept that covers ecological, social and financial coral reefs and rainforests – would be under threat. 2. What will happen if we don’t do anythingaspects from a technical, political or societal There are alarming signs that these changes are already wellor behavioural perspective. Though we will use about climate change? underway. Storms, floods and droughts are happening morethe term sustainability in this project the major If we do nothing, scientists predict that global warming will often and with greater intensity, while Arctic summer ice isemphasis has been on environmental sustainability cause potentially catastrophic changes in the world around us melting faster than previously predicted.(or green issues), for reasons of clarity and focus, over the course of the century, including: Direct Gov’s Act on CO2 http://ActOnCO2.direct.gov.uk/home/about-us/though we remain sensitive to the interconnected of FAQs/climate-change-the-facts-FAQs.htmlmany of these often global issues.5 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 6. 1. Setting the ContextWhat is the UK’s carbon footprint? The creative knowledge and skills required. Big challenges such as climate change are driving legislation,UK carbon emissions – the facts industries and disrupting supply chains, altering consumer patterns and driving innovative responses fromEach of the following accounts for about 20% of the UK’s greenhouse gas emissions: sustainability big businesses including Unilever5 , Marks and Spencer6 , B&Q7 , O28, BUPA9 , SKY10 andHome: the energy used to heat, light and run our homes; The Creative Industries are one of the most INDITEX11.Travel: for shopping, leisure, and commuting; dynamic parts of the UK economy - they employ 2 million people in Britain and in 2007 they Our recently published Snapshot Review of theFood, drink and hotels: production, transportation, and retail; contributed £60 billion to the economy – 7.3 CIs activity on sustainability, showed three clearShopping: production and usage of all other goods and services (excluding food and drink). percent of UK GDP.2 In 2004 they exported areas of activity: 4.3% of all goods and services exportedOur indirect emissions make up the remaining percentage. 1. Working to reduce the direct footprint of totalling £13 billion.3 And in 2006 the Treasury the industries; calculated that by 2016 the creative and 2. Working to enhance the creative UK Average CO2 Emissions knowledge economy would account for 50% of persuasion they can have on society and; per Person the UK economy. 4 3. Working to promote technology and It is important for Creative Industries to innovation for sustainability in order to understand that their businesses will not be enhance UK competitiveness. the same in the next five -10 years, from an By direct footprint, we mean any impacts operational point of view and in terms of content deriving from the day-to-day activities of the generation, product and service creation and the 2 Creative Britain, New Talents for the New Economy, lookup.jsp?content=/content/marketing/one_planet_ DCMS, 2008 home/index.jsp&menu=eco 3 Staying Ahead: the economic performance of the UK’s 8 http://www.o2.co.uk/thinkbig/planet/ creative industries, The Work Foundation for DCMS, sustainableproducts/ecorating 2007 9 http://www.bupa.com/our-commitment/ 4 Private Investment Benchmarking Survey 2005/06: environmental-issues Summary of Results, Arts & Business, 2006 10 http://www.jointhebiggerpicture.com/assetLibrary/ 5 http://www.unilever.co.uk/sustainability/ healthy_environment/environment/pdf/Carbon_Neutral_ casestudies/?WT.LHNAV=Case_studies Web%20Copy%20_Sky_vFINAL.pdf 6 http://plana.marksandspencer.com/about 11 See pages 66-167 in INDITEX Annual Report 2009Data source: Footprint data for the UK - http://www.resource-accounting.org.uk/downloads/?page=downloads 7 http://www.diy.com/diy/jsp/bq/templates/content_ from link on http://www.inditex.com/en/6 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 7. Setting the Contextbusiness, such as carbon emissions from Direct footprint sustainability – if you’re not doing it yourselves Creative persuasionoffices, studios and stages; flying around the how can you credibly influence others?world on tour; printed materials; manufactured When it comes to managing their direct impacts, The part CIs have to play in creating a The business caseartefacts and so on. By creative persuasion, we there are an encouraging number of initiatives sustainable future is not confined to green Reducing your direct footprint will make yourmean the influence creative innovations have on underway amongst the CIs for all to benefit and housekeeping alone, but also their ability business more efficient and will save youpeople, society, and culture and as a result on learn from. From full scale carbon footprinting to influence our behaviour and inspire new money, if not in the immediate transitionalmindsets, habits, behaviour and consumption and campaigns in some industries (music, film lifestyles. This is where the industries can really period, certainly in the long-term. Monitoringpatterns. By technology and innovation for and architecture) to ad-hoc communications make their mark and start to lead. We are and reducing your energy consumption.sustainability, we mean the way creative’s that advise creative businesses on how to inspired and influenced everyday by what thecan create or apply new green or sustainable reduce their environmental impacts (design) CIs do: the adverts, magazines and books wetechnologies that create commercial advantage – there are transferable formats, learning and read; the films and plays we escape into; theand add to UK competitiveness. a raft of tips and guidelines for how to run a TV and radio shows that entertain and educate successful, sustainable, creative business. For us; the digital games that challenge us; theFor this final report, we have re-visited these instance, at our opening event we learnt that buildings we live and work in; the exhibitionsthree areas and followed this with a section on the film ‘The Age of Stupid’ was shot with only we flock to; the clothes we choose to expresswhere we should focus our creative energy. one percent of the emissions of the Hollywood who we are; the artefacts that fill our homes. blockbuster, ‘The Day After Tomorrow.’ These are just a handful of ways the industries Technology Strategy Board As promising as it is that work is being done reach us on a daily basis. It’s big business too. breakdown: content industries and on these fundamental issues, the uptake of A recent sustainability survey of communication service and artefacts industries the handy tools available is still nowhere near and creative consultancies illustrated the number of large, mainstream, global agencies Services – Advertising, Architecture, and proportionate to the scale of the challenge we’re that have now developed a ‘green offer’, with Design (including Fashion Design); facing. This is also the area that should, by now, many of the top advertisers– such as Saatchi, be a “no-brainer” to most businesses. Aside Content – Games, Film, TV, Radio, Ogilvy, McCann Erickson, Landor – by size and from the benefits of reducing carbon emissions Publishing, Music, (& Performing Arts: dance, reputation listed. and water use, for example, addressing these theatre, etc); direct impacts reduces the cost of running a Many creative projects and businesses, already business and improves efficiency. Putting their up and running, are geared up to use this Artefacts – Fine Arts, Crafts. ‘house in order’ then gives creative businesses influence as a form of what Lord Puttnam a licence to operate within the space of Sebasitian Conran describes as ‘constructive persuasion’ – that7 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 8. 1. Setting the Contextis, ways of innovating that change our thinking Technology and innovation their clients and consumers – but it is also industries can and should play a significantand mindsets and make sustainable behaviour providing a rich landscape of opportunity and role in ‘greening’ existing companies, and kickpalatable, even desirable, to consumers and for sustainability new markets. We see the uptake of these starting new ones, ensuring good business isthe general public. We have found specific The CIs are serial innovators. They have a track opportunities as a major part of shifting the green business in the futureindustries doing more in this space than others record of using new technology for commercial CIs towards sustainable business practice and– namely film, design, music, architecture, art enabling their role in developing the exciting,and fashion. But as the following sections show, advantage. The digital market has continued radically different business models we need Where should we focus our to grow as UK consumers have embraced newthese activities are nowhere near mainstream technologies, responded to ecommerce, internet to thrive in a sustainable future. This will help energy?yet. advertising and mobile communications. Many ensure sustainable technologies and businesses Above we identify three big sustainability impactThe business case aspects of life have adapted to a new, digital win out, helping transition us to a sustainable, areas for the Creative Industries: their actualProducing work that helps to ‘creatively ‘version’ of what they once knew. As the TSB’s low-carbon, resource efficient, and creative, footprint, their skills of creative persuasion;persuade’ consumers to consider and ultimately Creative Industries Strategy report points out, economy. and their ability to innovate on sustainability.adopt sustainable solutions can be a new Technology has an important role as an enabler, The Business Case The first is a direct, while the second two arebusiness offer, or area of work. Businesses spurring the development of new products, Innovating and harnessing technology for indirect. It’s clearly a joined up agenda, as inand government are stepping up their activities services, distribution channels, business models sustainable solutions is a massively growing many ways managing your own footprint givesin sustainability and major companies are and, on occasions, driving the emergence of area of work. Funding for clean, green-tech you the licence to operate in this space, and theincreasingly taking sustainability to customers significant new sectors. Digital technologies in and low-carbon solutions are already available. credibility to talk to others about it. But whereand consumers (see: M&S , Tesco ), so creative particular have had a profound effect, from the The UK government has pledged £1bn to set should the big focus, main investment andindustries have a big opportunity to offer impact of CAD and desktop publishing software up a green investment bank, as part of efforts emphasis be put?sustainability-skilled services. The public are on the design industry in the 80s, through to the to lead the UK to a low-carbon economy andincreasingly interested in issues such as climate recent rise of social networking. global cleantech venture capital investment The CIs, sustainability andchange but many are still confused – generating increased 65% in the first half of 2010 (despitehigh value and imaginative content on these The impact of content digitisation on the music the recession) totalling $2.02 billion across ICT – an analogybig issues is attracting a bigger and bigger industry, in particular, has been profound 140 companies. Samsung and Google , for No quantitative work has yet been done toaudience in search of inspiration and clarity. and consequently changed business models example, have recently pledged billions of understand the positive or negative impacts irrevocably. investment in green/clean technology and of the UK creative industries or to answer As a result, technology is challenging many Proctor and Gamble aims to “develop and this question. However, there is anecdotal creative industries, pushing them to explore market at least $50 billion in cumulative sales of evidence. We can draw lessons from a sector new business models and new ways of reaching “sustainable innovation products””. The creative that parallels and enables creative innovation,8 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 9. 1. Setting the ContextInformation and Communication Technology Are the Creative Industries leading us to a sustainable future?(ICT). Research on the impacts of the ICT sectorputs the direct/indirect split at 2%/98% i.e. by So the good news is that there are a multitude the scale of real leaders on sustainability.far the biggest impacts of ICT are not in making of business and creative opportunities, as Director of Julie’s Bicycle, Alison Tickellit (2%), but in its use and application (98%). well as imperatives, on sustainability. The lead puts it more strongly in saying “the creativeThis goes on to say that these indirect (98%) question for this study asked ‘how can the industries are simply not stepping up to‘impacts’ are not negative ones, as ICT can for creative industries lead us to a sustainable the plate on sustainability”. They appear toinstance be applied downstream, by customers future’, but are they currently doing so? be, at best, behind others such as multi-to reduce the need to travel, transport goods, Our baseline review, the practitioner and national corporations (who control industrialmanage energy in buildings, source materials stakeholder interviews plus the review of best supply chains, and in some cases may beas part of a closed loop economy and reduce practice that made this up, suggested not. CI clients), or behind the new generationwaste, and many other things. In concluding, of green entrepreneurs emerging that“those that look at the wider 98 per cent “Like all industries the CIs have been make up the cleantech revolution (whichsolutions will drive real innovation and help pathetically slow in responding to the interestingly doesn’t seem to have a hugereduce the overall environmental footprint of sustainability agenda” creative representation). This is obviouslytheir company,” the ICT case hints that the big Alistair Sawday, chairman and founder disappointing, as the CIs are at the leadingsustainability opportunities for the CIs are to of Sawday’s Special Places to Stay. It edge of many other areas, not least on UKuse and apply their skills and these kinds of highlighted pockets of excellence, imaginative competitiveness. But perhaps more criticallytechnology to sustainability challenges. This and exciting projects. However, these are it is a huge missed opportunity, which we willmakes economic sense too, as the UK , US and Jonathon Porritt hosts Sustainability kick off event rather ad-hoc and uncoordinated, lacking explore further in the next chapter.many other governments have pledges andplans to invest in green and clean technologies,meaning business opportunities for sustainable documentaries; ‘selling’ sustainability through http://www.verdantix.com/index.cfm/papers/Products. Tesco has committed to ‘helping their customersinnovation. Long time green campaigner viral marketing; fashioning fair-trade clothing; Details/product_id/150/green-quadrant-sustainability- reduce their carbon footprint by 50% by 2020’: http:// communications-agencies-us-/- www.forumforthefuture.org/greenfutures/articles/Terry_and Forum for the Future’s Founder Director creating a new ‘app’ to help people make better The UK government for instance spent nearly £3M on Leahy_interviewJonathon Porritt puts this well: use of public transport – or even their legs: ‘Act of CO2’ advertising in Sept-Oct 2008 alone: http:// See appendix 5b for more details on funding www.greenawards.co.uk/past_winners/winner_case_ opportunities“Delighting people with new designs for there’s a wealth of ways to mobilise the talents studies/defra_-_act_on_co2 http://www.direct.gov.uk/en/Nl1/Newsroom/Budget/ and resources of all the different sectors that By 2015, M&S has pledged to extend its sustainability Budget2010/DG_186643everyday appliances; inspiring them with spirit- Plan A to ‘Help 1 million customers to create their own http://cleantech.com/about/pressreleases/Q2-2010-lifting music; building empathy with brilliant make up the Creative Industries.” personal Plan A by 2015 and 3 million by 2020’: http:// release.cfm plana.marksandspencer.com/media/pdf/planA-2010.pdf http://business.timesonline.co.uk/tol/business/industry_9 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 10. 2. Opportunities The previous section provided background on sustainability and the 1. Join forces and scale up the creative industries. It highlighted a good work series of key sustainability impacts areas for the creative industries and 2. Turn technology to how they are currently responding. Though The Forum concluded that sustainability - appropriately the CIs are not leading on sustainable innovation, they certainly could – and 3. Inspire us to a sustainable there is huge latent potential plus future many business and societal benefits from doing so. In this section we 4. Make your case will move from ‘responsibility to opportunity’ - highlighting a multitude 5. Define your vision, role or goal of sustainability opportunities for the creative industries to take a leading on sustainability role on sustainability 6. Profit from pioneering on An opportunity toolkit sustainability Here we identify nine opportunities 7. Challenge the client, change the Creative Industries can act on to future-proof their businesses and the brief help lead us to a sustainable future. These opportunities can be printed out 8. Open up – change creative and used in workshops and meetings cultures to spark discussions on projects, future aspirations and aspects of 9. Prepare for, and design, a sustainability. radically different future10 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 11. 2. Opportunities1// Join forces and probably aid creativity too – which happened when an architect, a comm’s specialist, plusscale up the good others at Biomimicry for Creative Innovation teamed up with biologists at Kew gardens . Thework Sahara Forest Project is a great example of cross-sector collaboration of architects, waterOur baseline report of current sustainability specialists and engineers working togetheractivity within the UK CIs found pockets of to develop and implement a ground-breakingexcellence and inspiring stand-alone initiatives sustainable solution. Carbon Culture breaksthat were fragmented, needed drawing together, new ground seeing designers teaming up withamplifying and scaling up. We found interesting central government to visualise real-time energythings happening in film, architecture, fashion, consumption.design, which if put together, begin to look like amore coherent and convincing whole. There are Find support or funding in unusualmany opportunities to link up existing creative placesnetworks working on sustainability or to appointsustainability champions within them. And that’s As we build a green economy, manynot to mention benefits to be gained from cross opportunities will arise to scale up current CIdisciplinary learning and collaboration. sustainability activities. Investment in green energy R&D is reported to overtake R&D inCollaborate to innovate traditional fossil fuels . This is likely to increase way we currently do business. Creative’s can Find your sustainability voice andTry joining forces with two other disciplines - as The Policy Exchange estimates the UK will be radical, visionary and fleet of foot in the get a seat at the table need £800bn to $1trillion by 2030 , or £40- way they organise themselves as well as theirone day a month as a trial run. Our baseline The creative industries are not well represented £50 billion per year to hit our carbon reduction creative outputs. This could be rethinking yourreview concluded that some disciplines are on sustainability. Who is their big champion? targets. There will be increasing business, and creative organisation or creating a new onemore advanced on sustainability than others, Who is pioneering or promoting their cause on funding opportunities on sustainability in often based on less hierarchical, more open, flatterso, if you are in a less advanced discipline, sustainability? The CIs should find a senior voice unusual places. structures – which tend to foster sustainablewhy not talk to or team up with an architect on or platform that represents their activities or innovation. Look at new organisational modelssustainability? Invite an ecologist, environmental their potential. Then try to get a seat at the table Organise in different ways like co-ops, guilds and shared ownershipmanager or Corporate Social Responsibility of sustainability influencers. Sustainability asks us to think hard about the models for inspiration.person along to networks or meetings. This will11 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 12. 2. Opportunities2// Turn technology us to ‘dematerialise’ (reduce the carbon and resource intensity) of every £1 of economicto sustainability - ‘value add’ by up to a factor of 40 ! This is a major innovation challenge, but one potentialappropriately way to achieve this is through substituting non-material services for physical products,Technology will continue to be a big driver through digital technology or ICT. Innovationsfor the creative industries as, for instance, like urban hubs for workers to reduce their needa new generation of creative entrepreneurs for physical transport to their workplaces , orsprang up as part of the dot.com boom. Digital service innovation like car-sharing clubs , whichtechnology, ICT and web 2.0 offer opportunities reduce car ownership. These are examples ofto promote sustainability and, more importantly, the kind of dematerialisation we need here.is a revolution that is happening anyway. Could you redesign your ‘product’ or innovationHowever, technological solutions alone are as a dematerialised service?unlikely to solve sustainable problems, it iswhat you do with technology. Appropriate use Exit from high carbon-, explore lowof technology requires 1) the consideration of carbon technologythe environmental, social and economic costsand benefits and 2) whether existing technology At some point in the future, carbon intensiveis actually more effective e.g. see innovation in technology will be commercially unviable.SMS use in developing countries rather than connect and interact in new ways, to share sustainability platforms have shown , and as Identify what high carbon technology yourtrying to roll out email. resources, pool knowledge and information, the recently announced Fate of the World: the business and your projects are reliant on or to buy locally, swap, and solve problems. climate change challenge computer game will where carbon pinch-points exist. Develop plansUse social media, online platforms Gone are the days of longwinded in-depth do. for alternatives at the earliest opportunity. Thereand ICT as a means for creative research. For quick responses to new ideas and are a myriad of opportunities to invest in andpersuasion. innovations, organisations can take advantage Use technology to dematerialise explore low-carbon solutions. The creative of co-development, community-led engagement products, profit and consumption industries can support innovation in this area byWeb 2.0 innovations are already having a and crowd sourcing - helping people use the Sustainability guru Professor Tim Jackson making them desirable and user-friendly – butpositive impact on driving more sustainable available platforms to scale-up and disseminate estimates that if we are to achieve a they can also use these technologies in order toways of doing business by enabling people to work, as the recent rise of open innovation for sustainable economy by 2050 it will require position themselves well for the future.12 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 13. 2. Opportunities3// Inspire us to a as anti-social behaviour on trains, healthy lifestyles and anti-smoking. Inspiration is Use your creative persuasion to build a sustainable future. shape our culture and ways of living. If people think future choices will leave them worsesustainable future what the creative industries do, so why not on sustainability? Advertising, design, architecture, film, theatre, off they are unlikely to accept them. Fuel our imaginations. Use all your skills of persuasionAfter 40 years or so you would think we would arts and antiques – all are shaped by, and to create inspiring visions of how sustainablebe good at selling sustainability to people, lifestyles and choices can be better for us.but that appears not to be the case. The Help us imagine what this might be or try newdiscourse tends to be full of doom and gloom, things out. Become a part of this movement –linked to losing out and hardship culture. work with communities and others to stimulate“From many environmentalists, the narrative positive change.is overwhelmingly pessimistic – a story ofapocalypse, disasters, doom and gloom. Mostnormal people find this very unattractive. It turnsthem off. They disengage. They stop listening.”We have not managed to make sustainablechoices aspirational, desirable, and acceptable.However, help is at hand, as that’s what the CIsdo really well.History is littered with stories of the CIsinfluencing hearts and minds, behavioursand actions: from The Bauhaus movementchampioning a design philosophy of fairnessand utility, to provide universal access to gooddesign, better housing, and better lives for all; tographic and film propaganda helped galvaniseour nation to successful action during WWII, tosocial marketing over the last 20 years helpingeducate, raise awareness and communicatebetter thinking and acting on issues as wide13 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 14. 2. Opportunities4// Make your case Build, or create a library of cases 5// Define your this vision, quickly. Don’t spend a year or two deliberating, act now and with momentum. Be One way the CIs prove their worth on otherOur baseline review highlighted the lack ofa coherent or comprehensive case for other issues is through inspiring examples. Building vision, role or goal the first sector to create a vision in just one month! We suggest using an online open sourcesectors to use the creative industries to help on the previous suggestion to ‘Join Forces’, why not create a library of best practice on sustainability platform or social media network – to stimulatethem achieve their sustainability goals. Why debate and agree a role, goal or broad set of examples of cases in which the CIs have tackled Many opportunities are around action and doingwould a funder, policy maker or business principles. sustainability challenges. If these do not yet more on sustainability. Our baseline reportturn to a creative, rather than a psychologist, exist, set up a series of demonstration projects also suggested it was not clear what the CIsscientist or civil engineer for a sustainable – like the Design Council’s ‘Designing Demand’ can do on sustainability, what they want tosolution? As a sector, the CIs need to strengthen program , but for sustainability – to explore and achieve, where are they going, or what the bestand communicate their business case on prove their worth. way to use them is. Without a clearer vision,sustainability by telling good stories about their role or set of goals it is really hard to knowwork. This might be through measurement or what this is working towards. Activities missmetrics, though the collection of convincing, a sense of inspiration, velocity and direction.past case studies or even instigating new Even engineers and accountants have this ondemonstration projects sustainability!Define your value This need not be a lengthy, formal consultative process and could have a lightness ofCompanies, technologies, organisation and touch, bottom up, work-in-progress feel thatsectors have created clever methods to characterises creative prototypes, mock ups ormeasure their sustainability footprints, their wireframes. However it would help frame thebenefits or their potential. Designers are role, goal and aim of CIs sustainability work,beginning to do this too, in estimating that ‘80% plus would help set a broad direction for theof the environmental impacts of products are industriesdetermined at the early design stages’ . Howcould other CIs measure and communicate their Create a vision in 1 monthsustainability benefits, real and potential, to helpmake their case? Draw together creative networks and build on the momentum from this project - to create14 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 15. 2. Opportunities6// Profit from The global ‘sustainability’ market for goods and services is worth more than $3 trillion, rising organisations that help create new sustainable products and services, shape new creative Stay one step ahead Keep track of up-and-coming social,pioneering on to $4 trillion by the end of this government term. In the UK this market stands at £112bn outputs and truly sustainable business models and don’t wait for legislation to force change environmental and economic trends as yousustainability and growing. This spells opportunity for will be the business leaders of the future. would any other industry trends. Don’t rely on mainstream information sources – seek out the creative’s prepared to pioneer and lead. Those unconventional and a range of opinions. Sign up to existing trends and sustainability networks i.e. Treehugger, worldchanging, triplepundit, greenbang, Inhabitat, etc. Create your future business through a sustainability offer or product What are the real opportunities around sustainability for you? Don’t be afraid to pilot change, prototype and experiment and learn from failure. Trial new and pioneering products and services - those that stick with current business models will struggle. Arcola Theatre has developed a business offer from licensing fuel-cells products and selling low-carbon technology consulting through an internal collaborative incubator .15 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 16. 2. Opportunities7// Challenge the savings, though efficiency and waste reduction, which clients would like anyway. Add them in 8// Open up – Lose, or use, the ego for good Interviews for this project highlightedclient, change the invisible ink, under the radar or simply do them anyway - especially if they are cost neutral or change creative certain ‘creative cultures’ that are currentlybrief positive as your client will thank you. Bigger cultures questionable for sustainability. These suggested, at the extremes, fame-driven, celebrity- corporate clients may also have sustainabilityThis opportunity is for client-led CI disciplines Put simply, sustainability offers the opportunity, seeking, egotistical ways of working. As well specialists internally so join your contact, clientlike design, architecture and advertising. The even imperative, to rethink and redesign as being ethically and morally questionable, or buyer up with their sustainability, CSR orsingle biggest reason we hear for creative everything. That means current ways of working this ‘importance of the self’ is at odds with the environmental manager. The Designers Accord,projects not considering sustainability is that and cultures are up for grabs. For instance, needs of the greater good so implicit within the sustainability movement within the global‘the client did not write it into the brief’. We hierarchy and individualism, that so dominate sustainability. It would be great to lose the ego design industry specifies the commitment todo not want to suggest that businesses act in our lives, is unlikely to help us move towards but if not, could creative’s do well by doing influence and talk to clients as part of the signa commercially naïve way, or that CIs should, a sustainable future. The change requires a good? Why not be famous for doing good and up criteriaadd cost, lose their clients or be ‘off-brief’. collaborative and systems based approach, creating the solutions that will change the worldBut promoting sustainability, even when not which will be radically different from the cult of for the better?specified by the contact from your buyer, funder consumerism and celebrity often found today.or client, is a critical part of sustainability What a creative opportunity!leadership. Share ideas openlyIt may be that clients do not consider or addsustainability to a project but that should not The free flow of ideas is fundamental tobe an excuse not to do it or try. In truth, clients sustainability – as there is a greater goodoften turn to outsiders and creative industries at work here. Openness and the sharing offor that new angle, that fresh insight or unique ideas, skills and technology need to becomeapproach which they might have missed. Why integral to how the CIs work. Openly share IP,should this be any different on sustainability? knowledge or wisdom that may be critical for a sustainable future – following initiatives like theAdd sustainability to projects GreenXchange .Try asking your client if they want sustainabilityconsiderations in the project. Link them to cost16 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 17. 2. Opportunities9// Prepare for, anddesign, a radicallydifferent futurePut simply, sustainability offers the opportunity,even imperative, to rethink and redesigneverything. Many of these challenges can beeye-watering, even paralysing. Here are justthree recognised global targets we need to hit tomake a sustainable future a reality:• A reduction in greenhouse gas emissions of at least 80% by 2050, which the UK government has set as a legally binding target• Many commentators call for at least a reducation by a factor of four (75%) in resources used in products and services we use by 2020 Get radical Consider radically different futures• Halve the number of people living in Radically rethink your work and your projects Thinking through scenarios - such as Climate absolute poverty globally by 2015 as a creative exercise on sustainability. How Futures - can help the creative industries to could you redesign your core creative outputs rehearse different strategies. ConversationsThis will require massive system changes, not or your next project to hit the above targets? about future strategies might not lead tominor tweaks, which require new thinking and Think about systems and solutions, not existing immediate changes, but the simple act ofcreative approaches. However, these could also products or services, solutions or artifacts having them can open minds to the possibilitybe seen as amazing creative opportunities to of rapid change and the need to plan moreinnovate like never before long-term. Using scenarios can help to plan for different, but equally plausible, futures.17 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 18. 3. ProvocationsDrawing on our opportunities, in this section we conclude this Beacon for Sustainability project with nine specific provocations for three different audiences. I’m a business I’m a policy I’m a business in the creative maker outside of industries the creative industries • Get inspired by sustainability - build content around it • Join up the creative/digital with the sustainability/low- • Involve creatives in your sustainability projects – set and see it as your challenge and your brief carbon policies – to enable creative’s to help build our them your big challenges and reap the rewards. green economy. • Work with the CIs to engage your employees, customers • Link up and learn and make a larger whole - create a sustainability movement • Look at the business and sustainability case for and consumers creatively on sustainability investing in the CIs rather than in other UK sectors. • Select your creatives based on their sustainability • Tap into existing sustainability funding in creative ways to get your ideas off the ground • Look at instigating a series of creative industries performance and knowledge demonstration projects on sustainability18 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 19. 3. ProvocationsI’m a business Get inspired by sustainability - build content around it and see it as your Link up and learn and make a larger whole - create a sustainability Tap into existing sustainability funding in creative ways to get yourin the creative challenge and your brief movement ideas off the groundindustries Don’t see sustainability just as an issue to manage or a factor to consider in what There is some brilliant work out there in the CIs on sustainability. Talk to and learn from more This is a difficult time for funding for the CIs and the Arts. But all is not lost. There are many you normally do. See it for what it is – a experienced practitioners or disciplines – so you funding opportunities from the UK and EU for constellation of the 21st Centuries biggest don’t have to reinvent the wheel. Join this up to low-carbon, sustainable, clean-/green-tech challenges. Make it the thing you do. Build it become more than the sum of your parts – we research, projects and initiatives. Tap into into the heart of your work, your offering and need a sustainability movement across the CIs these funding opportunities, perhaps with other the heart of content generation. We need a and we need it urgently. Don’t sit back and wait sectors, like cleantech for example, and put new generation of sustainability innovators and for others to do it, pull together locally, regionally creative’s on the map for delivering sustainable, creative’s inspired by our big environmental and nationally to influence and inspire the UK to low-carbon solutions that are commercially challenges. create a sustainable future. successful.19 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 20. 3. ProvocationsI’m a policy maker Join up the creative/digital with the sustainability/low-carbon policies – Look at the business and sustainability case for investing Look at instigating a series of creative industries demonstration to enable creative’s to help build our in the CIs rather than in other UK projects on sustainability green economy. sectors. We need to show government and businesses We need the CIs and digital businesses to play the value of creative input to sustainability an important role in shaping the green economy. challenges, and demonstrate to the CIs Explore the costs and benefits of investing in Current sustainability policy is rarely joined themselves the opportunities they could be the CIs on sustainability, to better understand up with CI and digital policy. And yet, the CIs embracing. The CIs can best demonstrate their the case for investment here rather than in value add to the UK economy is unquestioned value by undertaking a series of sustainability alternative sectors. CIs funding makes economic and unrivalled. In doing this, there are great demonstration projects - linked to existing sense, but does it make sustainability sense? dual policy benefits to be had in moving the UK funding streams, local or community challenges We might find that a more creative economy is towards a greener society – through the CIs or business & technology priorities – these relatively low impact, knowledge intensive and is ability to creatively persuade consumers and the would be an ideal and relatively cost effective able to implicitly and simply tackle sustainability public. way to make the case. challenges in other sectors, so we need to measure and prove that.20 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 21. 3. ProvocationsI’m a business Involve creatives in your sustainability projects – set them Work with the CIs to engage your employees, customers Select your creatives based on their sustainability performance andoutside of the your big challenges and reap the and consumers creatively on knowledge rewards. sustainabilitycreative industries Creative’s love a new challenge. And Engaging your employees, customers and You may use creative services as your suppliers. In an ideal world all the creatives you work with sustainability projects need a generous dose consumers on sustainability is often challenging. would be sustainability-literate and manage the of creative input, upstream in thinking and Understanding what enables behaviour and footprint of their businesses too. Be vocal and idea generation, as well as downstream in lifestyle change is too. But the CIs are ideally motivate them to skill-up and put their houses in communications. Involve creatives at the start positioned to help with these ‘people-centred’ order if they’ve not already done so. Share your of your projects, bounce ideas off them, come issues for your business. The CIs can help you learning, tools and advice to help them achieve up with ideas with them and involve them to communicate the issues in an imaginative, this. And be choosy, if sustainability is at the through the stages of the project.. Companies engaging and ultimately effective way. heart of your business, it should be at the heart can hugely benefit from a bit of creative input or of your creative suppliers’ too. reframing. Indeed, it may be the only way.21 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 22. 4a. Appendix MethodologyAdvisory Group Overview of the Stage 5: Dissemination • Supporting the CIKTN to maximise the The process was guided by the broad overall question of,This project was aided significantly by the inputand support of our advisory group – to whom project process impact of this Beacon Project. “What do the CIs need to do, in the short to medium term, in order towe offer great thanks. These were: Outline of the 5 project stages: During the 5 stages there were some contribute to a sustainable future in key milestones, as follows:Ian Goodfellow, Head of Sustainability Practice, Stage 1: Kick off and launch 2030/30?”Penroye & Prasad • Clarifying and agreeing the project • Stage 1: Inception Report (outline of The process stages were then guided by the objectives and work plan; project) – March 2010Andrea Koerselman, Service Design Lead, IDEO following more specific questions, • Identifying the industry aspirations by 2030 • Stage 1: Kick-off Event – June16th 2010London • How might sustainability impact the CIs through a high profile launch event. • Stage 2: Baseline Report – PublishedCarolyn Roberts, Director of the Environmental online October 2010 and what new risks and opportunities will Stage 2: Industry consultation these impacts create?Sustainability KTN • Stage 2: Advisory Group Consultation (1) – • Establishing the CIs sustainability baseline • How will the CIs themselves need to June 2010Dr Ben Todd, Executive Director, Arcola Theatre – The Snapshot Review; • Stage 3: Visualised Implications – become more sustainable and manage • Identifying the key sustainability factors – their own impacts to show leadership? September 2010 including impacts, risks and opportunities • What technologies can the CIs leverage to • Stage 4: Workshop 1 - The South – Bristol for the CIs. enable a sustainable future? 14th September 2010 Stage 3: Exploring a sustainable future • Stage 4: Workshop 2 - The North – • What kinds of new collaborations, ways of • Exploring the implications of the above Manchester 21st September 2010 working and innovation should the CIs use factors for the CIs in a sustainable future; • Stage 4: Advisory Group Consultation (2) – to enable a sustainable future? • Visualising these implications, to bring September 2010 • How can the CIs influence society and them to life. • Stage 4: Final Report – November 2010 consumers to create more sustainable Stage 4: Workshops and action planning • Stage 5: Dissemination – November 2010 living and choices so that sustainability • Designing and facilitating two workshops – January 2011 becomes inspirational, aspirational and to ascertain what the implications mean for desirable? the CIs and what needs to happen in terms of action plans, innovation and policy, to ensure the CIs play a fundamental role in delivering a sustainable future.22 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 23. 4a. Appendix MethodologyThe process in moredetailStage 1: Kick off andlaunchIdentifying the industry aspirations by2030 through a high profile launch eventThe Creative Industries Sustainability Beacon The Age of Stupid :event in June launched the project and brought Pete Postlethwaite stars as a man livingtogether leaders from across the UK creative alone in the devastated future world ofindustries, to examine the future of their 2055, looking at old footage from 2008businesses in a rapidly changing and uncertain and asking: why didn’t we stop climateworld. change when we had the chance? Lord David Putnam Jonathon Porritt hosts Sustainability kick off eventLord Puttnam, filmmaker and politician,opened the event with a challenging speech. line-up of contributors: confession: that the best part of his career now Head of College for London CollegeHe highlighted that he is “personally convinced resides in landfill. The products he has lovingly of Fashion, Frances Corner then boldly Film Director, Franny Armstrong kickedthat climate change is already the single created over the years have played their part in answered the debate question, “Can the creative off by showing us the carbon footprint of hergreatest challenge facing all of us – ultimately creating our fast consumption-obsessed world. industries lead us to a sustainable future?”, film The Age of Stupid which emitted “onedwarfing our present economic woes...” But He now views product design from a systems with “a resounding ‘yes’”. She pointed out that percent of the emissions of the Hollywood film,he said climate change and other sustainability perspective; something he believes is “important “education has to be part of the way that we The Day After Tomorrow”.challenges present a raft of opportunities for for design but essential for tackling climate address sustainability, otherwise we won’t beall creative industries and their “attitudes and Designer, Tim Brown then popped up on the change”. IDEO’s Living Climate Change website able to bring about the constructive persuasionskills… can really help stimulate change.” big screen, via Skype, from the IDEO studio in is a place for designers to discuss what they we need”. The new Centre for Sustainable San Francisco. As CEO of IDEO, one of the most can bring to the debate, and why they should Fashion, which sits within the LCF is working onFollowing Lord Puttnam’s opening address, influential global design consultancies, he’s play a fundamental role in finding the solutions just that. And their international student awards,Jonathon Porritt led a Talkaoke debate from the been in the product and service design world we so desperately need. Fashioning the Future 2010, are doing a great‘donut of chat’, surrounded by an impressive for years. Interestingly, he started out with a23 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 24. 4a. Appendix Methodology Stage 2: Industry Gaming : Steven Barber | Laughing Jackal Music : Ruth Rogers | Classical Musician consultation Music : Alison Tickell | Julie’s Bicycle Establishing the CIs sustainability baseline Performing Arts : Orlando Wells | Actor Publishing : Leonora Oppenheim | This stage focused on establishing a series Coolhunting and treehugger of key insights into where the CIs are on Publishing : Alistair Sawday | Alistair Sawday sustainability. We used two principal means to Publishing achieve this: Software and gaming: Fred Hasson | Developers Association 1. Consultation through the launchA Namibian fog-basking Beetle Photographer Chris Jordan, using shocking images to All: David Worthington | Chairman, Creative make his point. event and via a number of telephone & Cultural Skills interviews with the following:job at spreading their work far and wide. transforming from a linear, wasteful, polluting All: Lord Puttnam way of using resources to a completely closed- Advertising : Jon Miller | Mother All: Jonathon PorrittArchitect, Michael Pawlyn followed by Advertising: Dan Burgess | Pipeline Ideas loop model.”saying “There is absolutely nothing inevitable Architecture: Michael Pawlyn | Explorationabout the future”. As director of Exploration Sustainability communications expert, Architecture 2. In parallel we consulted theArchitecture and bio-mimicry guru, he urged Dan Burgess – from Pipeline Ideas – finished Design : Valerie Casey | Designers Accord industry more widely through theus to think about and design the future that the expert presentations with a rollercoaster Design : Paul Priestman | Priestman Goode CIKTN social networking platformwe want, not to simply let it unfold. He uses of examples of sustainability comms, including Design: Tim Brown | IDEObio-mimicry, a process that “looks to nature photographer Chris Jordan’s stark images of Crafts : Rosy Greenlees | Crafts Council Output and outcomesas a source of inspiration for new solutions.” birds’ stomachs full of plastic waste. Dan feels Fashion: Prof. Frances Corner | London • A qualitative, Snapshot Review of whereFor example, he is exploring the nifty way the that many people in the creative industries are College of Fashion the CIs are on sustainabilityNamibian fog-basking beetle stays hydrated “wasting their energy” and should get involved Fashion : Anonymous - Director CSR, majorin the desert, and using the learning from that in the sustainability agenda, support the great fashion brand • 8 key sustainability findingsnatural system in the development of his Sahara work that’s already going on and put their skills Film: Franny Armstrong | Spanner FilmsForest Project. He believes designers and to good use. He reckons we need to get out Film / Animation | Dom Del Tortoarchitects need to make three transformations: there and “agitate”. Film : John Newbigin | Freelance Film“radical increases in resource efficiency; Producer and Consultantshifting from a carbon to a solar economy; and24 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 25. 4a. Appendix MethodologyStage 3: Exploring Future Scenarios Stage 4: Workshops and actionExploring the implications of the above findings planningfor the CIs in a sustainable future Designing and facilitating two workshops with theWe took the previously defined, key sustainability findings and CIslooked at how they played out in four existing scenarios from We engaged the CIs through two multi-disciplinary, interactiveForum’s Climate Futures 2030 report. We then produced a workshops – one in Manchester, and one in Bristol. Theseries of implications to use with the participants during the workshops captured the CIs response to the sustainabilityworkshops. Implications are reached by identifying and prioritising implications developed at the previous stage, and through thethe major commonalities across the different scenarios, resulting implications, co-developed some specific actions and next stepsin a number of must do, ‘no-brainer’ implications for the CIs. for the CIs to scale up their work on sustainability.We brought each of the implications to life by sketching an The conclusions from all the above stages were then fed into thisexample scene that represents them. final report, to create the opportunities and provocations.25 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 26. 4b. Appendix ResourcesKeeping up to date Public Art Sustainability Assessment British Council Climate Change Forum without oil (November 2009) Green Film Planet think Tank: Start Harvard Business Review on Green Business Strategy (2007)on sustainability TedTalks: Jamie Lerner sings of the city Rough Guide to Sustainability, Third EditionForum for the Future (February 2008) TedTalks: Kamal Meattle on how to grow fresh Books (March 2010) The Water Footprint Assessment ManualTreehugger air (March 2009) Sustainable Fashion and Textiles (March 2008) (February 2011)2 Degrees, the online community for Creative Community Planning (February 2010) Integral Sustainable Design (January 2011) Sustainability ProfessionalsOur Future Planet (Online community that Film Designing for Re-use (December 2009) Emotionally Durable Design (June 2005) The Sustainable Self (February 2011) Sustainability and Education (June 2010) shares ideas to design a future and bring The End of the Line The Positive Deviant: Sustainability Leadership about global change)DO (Ideas + Energy = Change) Blogs The Corporation Food Inc in a Perverse World (July 2010) Co-opportunity: Join Up for a Sustainable, Local Hubs andEthical Fashion ForumCentre for Sustainable Fashion Collapse No Impact man Resilient, Prosperous World (2010) The Green Marketing Manifesto (October 2007) EventsCentre for Sustainable Design Vanishing of the Bees Green Futures, the Sustainable Solutions Latis green ideas and innovation networkingFuterra sustainability communications agency Home Magazine groupGreennormal, Blog by John Grant: Januray 2010 The Age of Stupid Alternatives (Environment+Action) Canada’s Green Champions of North West LondonThe Guardian Environment The Manufactured Landscapes oldest environmental magazine and Intentional Communities for Creating a BetterTimesonline - Environment An Inconvinient Truth registered charity WorldBBC Climate Change - In Depth The 11th Hour Conversations with the Green Gurus (2009) London Green Eco-Entrepreneur seekersBBC Water - In Depth The Truth about Climate Change: Sir David Nature and Culture (July 2010) Future EnergyBBC Water - Embedded water tool Attenborough The Step by Step Guide to Sustainability National Ethical Investment Week: NovemberClimate Change: Monbiot.com Adam Grossner and his sustainablke fridge Planning (October 2008) 2010 (UK sustainable investment andWorld Changing (June 2008) Green to Gold (2006, 2009) finance (UKSIF) association)UNEP TedTalks: Al Gore on Climate Cricis (April 2008) Making Sustainability Work (2008) Ethical Fashion Show, France: September 2011Uninhabitat GreenFilmKit.com The Power of Sustainable Thinking ( April 2010) (Ethical Fashion Forum)IPCC The Emerging Markets Summit 2010 (Vince A greener FestivalLow Carbon Economy Blog Cable MP) Volcano & Geothermal Tourism (April 2010) Creating Tomorrow’s Livable Cities: JanuarySustainable Energy Academy TedTalks: Rob Hopkins transition to a world Corporate Impact (March 2010) 2011Future Cities26 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 27. 4b. Appendix ResourcesCommunicate 2010 - Connecting with Nature: October 2010 (Britol Natural History Funding Consortium)Environmental Agency Annual Conference: Opportunities November 2010 Zayad Future Energy Prize (Abu Dhabi)Equality, Growth and Sustainability– Do they British Green Gas Schemes: British Gas Green mix?: November 2010 (Linköping University) Streets 2009Towards Green Investment and a Sustainable Help Develop My Technology, Applied reserach Future: November 2010 (Eco Innovation Scheme: The Carbon Trust Forum) The Rushlight Awards: February 2011The Sustainable Business Summit: March 2011 Funding for Installing Renewables, Ireland: NuGreen IT Expo: November 2010 (Bottomline Tech Renewables benefits from sustainable computing) Funding for Installing Renewables, IrelandMajor Summit on Corporate Responsibility: Green Investment Bank Commission: UK Green November 2010 (Transforming to a Building Council sustainable business) Interest Free Loans £3,000 to £400,000: TheEthical Trade and Public Procurement: Carbon Trust December 2010 (Ethical trading initiative) Carbon Trust Incubator Scheme: £70,000 worthLow Carbon Futures - Money doesnot groe on of consulting services trees: October 2010 (The Green Register) Carbon Trust Incubator Scheme: £70,000 worthAnnual Conference, York University: April 2011 of consulting servicesInternational Greening Educational Event : PhD Energy Research Studentships, The October 2010 (Education for Sustainability) University of Sheffield (2009)Green Power Conference : March 2011Global University Network for Innovation: November 201027 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 28. 4b. Appendix The Creative SectorsIn this section we Architecture Facts and figures The Crossway Passivhauslook in detail at Overview • £4.7 billion contributed to GVA in the UKfive of the thirteen As the leading light in sustainability activity within the CIs, architecture should be looked • 5,700 businesses • 121,000 staff in creative rolescreative industries, to for its pioneering practices and tools. With buildings making up 40% of the UK’s The Industry is made up of many SMEs,considering the key carbon footprint50, architecture has long been typically comprising three or four chartered pinpointed as an industry that needs tightfacts and figures, regulation on sustainability impacts, not just on architects and support staff, and a few much larger multinational practices such as carbon emissions, but also on social cohesionthe current levels of and community resilience. As a result the Aedas Architects, Foster + Partners, BDP, RMJM and Atkins.activity and ambition sector has shifted dramatically over the years and through a combination of compliance and Source: The TSB’s Creative Industries Strategy ‘09: http://www.innovateuk.org/on sustainability creativity has shaped some of the best tools and techniques around, to drive sustainable design creativeindustriesstrategy09/appendices/1.ashx Designed by architect Richard Hawkes55,and specific sector and construction. consumers no choice but to opt for architects Crossway was the first retrospectively who operate on these lines. Initiatives such certified Passivhaus56 in the UK. The zero-opportunities to scale Drivers as the Carbon Reduction Commitment, the carbon home is situated near Staplehurst Government’s Carbon Trust Programme and in Kent, and uses a technique borrowedthem up. There are substantial measures taken to ensure that the industry incorporates sustainability certifications on Energy Performance make from 600-year-old medieval architecture into its practice. With experienced, licensed architecture a highly regulated industry.51 RIBA to provide a stylish, energy-efficient living assessors like Code for Sustainable Homes, have continued to enable sustainable design space57. Ecohomes and BREEAM, development projects through their series of low-carbon toolkits. 52 Crossway has been shortlisted for a RIBA from design inception to project completion are For other creative industries, the opportunity to award, the RIBA Downland prize, Kent monitored quite closely. Further international copycat and adapt architecture’s good practice Design Awards as well as being a finalist in project certifications like BREEAM International, and toolkits is out there for the taking. the 2009 Grand Designs Awards. LEED and Estidama assessments leave28 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 29. 4b. Appendix The Creative Sectors Social and community drivers are also being solutions. The majority of the public would admit The world’s largest greenhouses: Eden Projects, Cornwall taken into account, though by no means to being hopeless at managing their energy Giant Bubble Biomes across the board. Taking into consideration consumption at home. Gadgets and gizmos are part of Eden projects, how housing developments can enhance social helping to change behaviour, but retro-fitted are the world’s largest cohesion, for example, or how developments sustainable homes and offices have a major greenhouses. Located in such as ‘out-of-town’ retail spaces can impact place in the UK’s future. Beyond their current Cornwall, the Eden Project negatively on the communities that once served toolkits and frameworks, Architects can also get was conceived by Tim the new ‘out-of-town’ consumers. Architects stuck into emerging sustainability trends and Smit and designed by can be part of these planning conversations and disciplines such as bio mimicry and systems famed architect Nicholas ensure their work is building stronger, happier, thinking – there is still plenty of opportunity for Grimshaw (Inhabitat, 2010). more resilient communities. architects to skill up for a sustainable future. The covered biomes were 50 http://www.carbontrust.co.uk/emerging- inspired by the moon Looking ahead to a sustainable technologies/current-focus-areas/buildings/pages/ buildings.aspx and are constructed from future 51 Source: Inhabitat – “Green Design Will Save the a tubular steel space- World” One of the brilliant characteristics of 52 http://www.architecture.com/Files/RIBAHoldings/ frame clad with (mostly) Architecture is its capacity to be visionary, PolicyAndInternationalRelations/Policy/ hexagonal panels made from a thermoplastic called ETFE. While ETFE is a type of plastic impactful and inspiring. Innovative, smart and Environment/2Low_Carbon_Design_Tools.pdf 53 Retrofitting Existing Housing Stock - Apr 2010 http:// (which is a petroleum product), it is recyclable, light and durable. In fact, if it rips, there is even beautiful buildings have the ability to capture www.gwebusinesswest.co.uk/pdf/Retrofitting%20 special ETFE tape that can be applied so that a full panel does not need to be replaced. It’s also imaginations and communicate positive Existing%20Housing%20Stock%20-%20Apr%202010. pdf cheaper, lighter and safer than glass. Once pieced together, the panels were sealed around their messages. Showing the world what sustainable 54 40% House Environmental Change Institute, perimeter and inflated to create a large cushion, which acts as a thermal blanket and keeps towns, communities and buildings could look 2005 http://www.eci.ox.ac.uk/research/energy/ downloads/40house/chapter05.pdf conditions inside the biome conducive to housing flora. and feel like is a big part of Architecture’s 55 http://www.hawkesarchitecture.co.uk/ Eden runs on a Waste Neutral principle. It means matching the waste sent to the landfill with remit on sustainability. But it’s not all about 56 http://www.passivhaus.org.uk/index.jsp?id=668 the amount of recycled materials being bought in. Eden buys things that are only made from the new structures; Britain has the oldest recycled materials. They won an award from the Chartered Institute of Waste Management housing stock in the developed world with (CIWM) for Environmental Excellence in the category of ‘innovative practise in waste 8.5 million properties over 60 years old53 and management and resource recover’ in November 2008 (Annual Report, 2008/09). over two-thirds of the 2050 housing stock has already been built . Architects have a retro- Source: Eden Project - Giant Bubble Biomes Are World’s Largest Greenhouse fitting mission ahead that will require creative29 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 30. 4b. Appendix The Creative SectorsDesign Facts and figures: OrangeBox, the furniture design company, achieves Cradle to Cradle • Design contributes just over 1% of accreditation for ‘Ara’Overview GVA (£6.8 billion) to the UK economyBritish Design Innovation59 found that per annum 58positive occurrences during 2007/8 include • 194,000 people currently work in thea greater focus on the role design plays in design sectorsustainability. They go on to say that design • 32% are self employedand innovation firms have increased their • There are 18,105 businesses in theawareness and knowledge of green issues design sectorand are demonstrating how design investment • 94% of design businesses employcan address those issues for industry. They less than 50 peoplepredicted that this area would continue to grow Source: Creative and Cultural Skills 2009: Creativeand generate income for the design sector. and Cultural Skills - LMI Nov 09Great news!However, according to the Design Council’s Design for resilience expert, John Thackara61,Design Industry Research 201060 whilst six out described by Business Week as “one ofof ten design businesses feel well equipped the great voices on sustainability”, recentlyto advise their clients on sustainable design suggested designers should focus on life- Ara is the first task chair designed and manufactured in Europe to achieve Cradle to Cradlepractice, only 18% think it’s an important factor centred design, rather than human-centred accreditation.in winning work from new clients. If the latter design – that is, with ecosystem services andis indeed the case, it is unlikely to remain so. Cradle to Cradle is an approach to design which looks to make us truly environmentally fundamental environmental limits as much of aBusinesses, big and small, who buy design, effective, by developing products for closed loop systems in which all the materials used guiding factor in shaping design solutions, asare going to be demanding increasing levels of are safe and beneficial either to biodegrade naturally or to be fully recycled into high quality what humans need and desire. This is the sortknowledge and skills to meet the challenges materials for subsequent product generations, again and again. In order for us to maximise the of thinking designers would be well-equippedof the future. Designers have an immense value of the materials used in the chair we’d like to get them back once you’ve finished with with to influence their clients, improve briefsopportunity to skill up on sustainability, low- them. and challenge the status quo.carbon technology and systems thinking. Source: http://www.orangebox.com/endoflife.htm30 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 31. 4b. Appendix The Creative SectorsDrivers fragmented way. As the recently published Carbon Culture is a user-centred, design-led initiative Realising Sustainability and Innovation throughThe International Organisation for aiming to create substantial energy savings in workplaces Design68, SEE policy booklet points out, “DesignStandardisation ISO 14001 provides designers by transforming behaviour of building managers and thinking can be a tool for realising socialwith a standard for environmental management, building users with a novel evidence-based change innovation and sustainable development byand ISO 14062 is for integrating environmental programme. Designed and developed by design contributing to long-term behaviour change andaspects into product design and development. consultancy, More Associates, it is currently being piloted integrating the user experience into significantlyThe Waste Electrical and Electronic Equipment by DECC and Defra, and real-time energy reporting has improved products, processes, services andDirective requires electronic equipment been deployed at six other Whitehall Departments. At the systems.”producers to be responsible for discarded core of the project is a design process that will developequipment that would normally end up in best practice socio-technological behaviour change If designers can summon up the ambition andlandfill. The government target is 70 per cent for techniques. The approach will generate valuable energy skills to embrace sustainability challenges as athe recycling of computers. And The Packaging performance data for staff and management, producing driving force for innovation and exciting, world-and Packaging Waste Directive encourages a high quality decisions and enabling high performance improvements to be implemented at low changing solutions – we’ll be several stepsrange of sustainable design approaches, such cost across large and complex estates. The project will also create best practice examples of closer to creating a sustainable future.as reuse, recycling and alternative materials. behaviour change and carbon reduction. Once the first projects are complete later this year we 58 Creative & Cultural Skills, Design Impact and Footprint http://www.ccskills.org.uk/LinkClick.aspx?fileticket=4VXK07dThis directive intends to reduce both the will have developed an evidence base on what works and what does not, how much control and WPq0%3d&tabid=600quantity and the toxicity of packaging62. influence building users have over energy demand and a sense of the scalability of the solution. 59 British Design Industry valuation survey, BDI, http://www. britishdesigninnovation.org/BDI_Valuation_Survey2008.pdf 60 Design Council http://www.designcouncil.org.Beyond standards, designers have adapted and uk/Documents/Documents/Publications/Research/are adapting to a digital world and the new ways DesignIndustryResearch2010/DesignIndustryInsights2010_ crowdsourced design to bolster its research and businesses and win themselves the design jobs Design_Council.pdfof working it brings. Crowdsourced design for 61 http://www.thackara.com/ feed in global insights to design challenges. of the future. 62 http://www.businesslink.gov.ukexample, can wreak havoc for designers, or be 63 http://www.wired.com/epicenter/2009/03/is-embraced. As Wired magazine put it in 200963 Our Snapshot Review65 highlighted many crowdsourcin/ Looking ahead to a sustainable 64 http://frogmob.frogdesign.com/crowdsourcing enables companies to: 1. Post a sustainability-related activities in UK design. future http://www.forumforthefuture.org/files/Sustainability%20 65creative project; 2. Watch the world contribute From awareness and engagement initiatives like Baseline%20Review%20for%20CIKTN%2008%2010%20 2010.pdfideas; 3. Choose the idea you like. A process Designers have always moulded and adapted Greengaged66, to consultancies like Sidekick 66 http://www.greengaged.com/ 67 http://sidekickstudios.net/which could potentially put designers out of the to the world they find themselves in, their Studios who specialise in sustainable design 68 Sharing Experience Europe – Policy, Innovation & Design,picture. FrogMob64, on the other hand, set up by challenge now is to incorporate sustainability solutions – the typically fragmented industry May 2010 http://www.seeproject.org/docs/SEE%20 Policy%20Booklet%202%20May%202010%281%29.pdfa California-based innovation firm that is using thinking into their work to future-proof their is considering sustainability in an equally31 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 32. 4b. Appendix The Creative SectorsFashion clothing - £23 billion worth - every year. The footprint along the global supply chain includes animal welfare and trade inequities . consumer trends and behaviours, market drivers and awareness via media, education and DEFRA has set out the Sustainable Clothing high energy use from washing and tumble networking. Roadmap with NGOs and major stakeholders Facts and figures drying, water use, toxicity from pesticides, the on the high street to support organisations 1.2 million tonnes of clothing (amounting to Drivers In 2009, the UK fashion industry is and improve the sustainability of the fashion 63%) which ends up in landfill, labour rights, The fashion industry is starting to become estimated to have directly contributed industry – including supply chain challenges, • - £20.9 billion to the UK economy, or heavily regulated. The PAS 2050 – Carbon 1.7% of total UK GDP First Fashion retailer to become “Carbon neutral” footprinting process (BSI, 2010) includes a • - £6.6 billion of GVA label that shows the greenhouse gas emissions ASOS.com, UK’s largest independent online fashion • - The majority of the above is derived for the entire lifecycle of clothes, from cotton and beauty retailer offers over 35,000 branded and through retail distribution, with farming, through manufacturing, transport, own label product lines. estimates suggesting that almost packaging and retailing, ending with the ASOS.com became the first retailer to achieve its 22.5% of all UK retail’s GVA can be consumer’s impact through washing, drying, CarbonNeutral® company status by partnering with attributed to the fashion industry ironing and final disposal. And the Climate The CarbonNeutral Company, a leading provider Source: The Value of the UK Fashion Change Levy (CCL) Legislation (BATC, 2010) of carbon reduction solutions. This involved the Industry, British Fashion Council http:// was introduced by BATC (British Apparel and www.britishfashioncouncil.com/uploads/ measurement of greenhouse gas emissions from media/62/16356.pdf Textile Confederation) Environment Committee ASOS.com’s premises, business travel, commuting, as a response to the commitments the UK made outgoing deliveries and packaging materials and the under the Kyoto Agreement . Since 2001, the reduction of these emissions to net zero through a Committee has helped the textile sector meetOverview combination of internal initiatives and the purchase of all of its energy reduction targets, eliminatingFashion is a big deal. The global apparel, high quality carbon offsets. the emission of over 300,000 tonnes of CO2accessories and luxury goods market generated ASOS has ensured that all its packaging is 100% into the atmosphere and saving the industry intotal revenues of $1,334.1 billion in 2008. recyclable and in order to reduce the unavoidable excess of £35 million.And the opportunity for the industry to have emissions from its carbon footprint ASOS.com is offsetting unavoidable emissions through verified third party emission reduction projects around One of the biggest drivers for the fashiona positive impact on global society and the the world including the installation of wind turbines in India and the restoration of forests in industry is the impacts of climate change on itsenvironment is just as significant as its Tanzania. lengthy, complex supply chains. Recent floodingeconomic clout. Source: Carbon Neutral (2010) “ASOS becomes the first fashion retailer to become CarbonNeutral®” in Pakistan, for example, damaged over 80%In the UK we buy around two million tonnes of of the cotton fields contributing to the drastic32 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 33. 4b. Appendix The Creative Sectorsrise in the price of cotton. In mid-October 2010the price was a record $1.305 per pound of M&S and Oxfam Clothes Continental Clothingcotton – a rise of 85% over the past 12 months Exchange CONTINENTAL® has been designing,as global supplies trail global demand . At the manufacturing and selling wholesale to thehigh-street end of the supply chain, fashion imprintables industry since 1994. “We weredesigners and retailers need to look to a very the innovators of the wholesale baby dolldifferent, sustainable business model if they are t-shirt in Europe and continue to lead the way Their vision is an entire industry in low carbonto keep meeting their consumers’ needs. Oxfam and M&S teamed up to help in terms of innovation and design.” corporate wear, work wear, promotional wear shoppers support the world’s poorest and leisure wear, built upon fundamentalLooking ahead to a sustainable They believe they have created an opportunity principles of sustainable production and people. All consumers need to do is bringfuture to force positive change in business ethics socially positive supply chain management. their old M&S clothes or soft furnishings and environmental practises in one of the Their mission is to turn their customers, theirFashion’s influence is unparalleled. From to an Oxfam shop and they’ll exchange world’s most environmentally damaging competitor’s customers, from all industryteenagers to established businessmen, its reach them for a £5 voucher* to use at M&S. It’s industries, and to profit from it. They want to sectors, onto the products and services thatis immense. Fashion can move the masses and a nice, simple way to clear out your home, demonstrate that sustainability can confer they offer now and will continue to develop ininfluence not just what people wear, but what save money, reduce waste and raise heaps competitive advantage and profitability – and the future.lifestyles they adopt and other consumption of money for Oxfam. use this to inspire change. Source: http://www.continentalclothing.com/patterns they may choose. We see sustainable • Since the Clothes Exchange startedfashion as a major influencer and enabler for in January 2008, it’s helped preventa sustainable future. Companies who choose over 2,500 tonnes of clothing going FashionFutures_2025_FINAL_SML.pdf 74 http://www.ft.com/cms/s/0/f4352dc6-abb4-11df- 70 Source: DEFRA Summary report: sustainable clothing 9f02-00144feabdc0.htmlto embrace sustainable innovation in Fashion to landfill roadmap, 2007 http://www.defra.gov.uk/environment/ 75 http://www.businessweek.com/news/2010-11-01/by exploring new business models around • Selling the clothes in Oxfam shops business/products/roadmaps/clothing/documents/ cotton-extends-rally-on-china-crop-damage-orange-re-manufacturing and alternative raw materials, clothing-summary-Sept07.pdf juice-steady.html has raised an extra £3 million 71 7th Space Interactive (2010) “UK: green is the 76 http://www.asos.com/infopages/pgeaboutus.aspxfor example, will be rewarded with a much • £5 provides safe, clean drinking water new black, support for sustainable clothing grows” 77 http://www.carbonneutral.com/about-us/media-more resilient business. Fashion designers for eight people http://7thspace.com/headlines/335998/uk_green_is_ centre/press-releases/asos-becomes-the-first-fashion- the_new_black_support_for_sustainable_clothing_grows. retailer-to-become-carbonneutral/can choose to broaden their knowledge in html 78 http://asos.annualreport2010.com/Doc/pdf/ Source: http://www.oxfam.org.uk/shop/content/sustainable fashion and build an attractive offer secondhandstore/fashion/ms_clothes_exchange. 72 DEFRA (2010) “Sustainable Clothing Action Plan” AnnualReport.pdf html DEFRA, February 2010 Available at: http://www.defra.to clients and consumers by applying new, gov.uk/environment/business/products/roadmaps/innovative approaches to the fashion status quo. clothing/documents/clothing-action-plan-feb10.pdf 73 http://berr.gov.uk/policies/business-sectors/ccpo/69 http://www.forumforthefuture.org/files/ kyoto-protocol33 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 34. 4b. Appendix The Creative SectorsAdvertising but, given the launch of An Inconvenient Truth and The Stern Review on the ‘Economics of Ad-funded solar street lights Climate Change’ later in 2007 heralding the Facts and figures explosion of sustainability into the mainstream, it will likely have continued to increase at • £5.3 billion contributed to GVA least at the same rate. Little surprise then • 11,000 companies in the sector that the advertising sector has seen a notable • 247,000 staff in creative roles growth from in smaller boutique sustainability The UK is the third biggest advertiser in advertising, marketing and communication the world after the USA and Japan, with agencies, and the growth in 2007-09 of London overwhelmingly chosen as the the larger, mainstream agencies setting up EMEA hub for the major agency networks sustainability offers – notably Saatchi S, and media agencies alike. McCann Planet, Ogilvy Earth Source: The TSB’s Creative Industries Strategy ‘09: http://www.innovateuk.org/ Drivers creativeindustriesstrategy09/appendices/1.ashx Avoiding ’greenwash’ – the main criticism and This innovative business model - based in Hyderabad, India and developed by Shuchi Energy pitfalls of advertising on sustainability is the Ad Promotions, a joint venture between Sunwatt and Shuchi - pays for solar-powered street accusation of ‘greenwash’. Wikipedia describes lighting out of the revenues from advertising positioned below the lights. Micro-generation – theOverview the terms as ‘the deceptive use of green PR process of generating renewable energy at a local level – will be an important part of any future or green marketing in order to promote a green energy mix. It suggests there could be opportunities for the renewable sector to connectSpend on advertising in sustainability has sky with advertising agencies, and to explore alternative innovative funding ideas to support micro- misleading perception that a company’s policiesrocketed in the last few years. In 2003 only generation. or products (such as goods or services) are£447k was estimated to be spent on green ad’s, environmentally friendly.’ Greenwashing is Source: Green game-changers, WWF-UK Available at: http://www.wwf.org.uk/what_we_do/working_with_while a similar study reports spending of nearly business/green_game_changers/consumer_goods__services_and_healthcare.cfm widespread according to a 2007 Canadian£17 million on advertising containing the words study80 which analysed 1700 green product‘CO2’, ‘carbon’, ‘environmental’, ‘emissions’ or claims. The report concluded that all but lead to prosecution, can obliterate a brand or and business – as Naomi Klein’s No Logo‘recycle’ from September 2006 to August 2007 one, made some form of false or misleading companies value and ultimately can destroy testified 81.alone. claim. Greenwashing is at best annoying, trust or sabotage the sustainability movement.Figures are not available for this trend since, confusing and misleading, but at worst can The UK government’s Department for the Finally, greenwashing can be risky to brands34 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 35. 4b. Appendix The Creative Sectors potential for clever new advertising solutions. As Ariel advertising changes the way consumers wash The Turn to 30 campaigns represented one of the first brands to we have come to realise the limits of changing focus on the mainstream environmental awakening in the UK, and has production, technology and business alone, delivered not only consistent behavioural change and business growth. the need to engage consumers and the public It also received widespread stakeholder and industry accolades for has become ever more urgent. Government’s putting energy-saving on the mainstream agenda. Independent research and business already have their eyes on this has shown that 88% of those that wash at 30 do so because of Ariel. and are already beginning to allocate funding. As part of field tests, in 2007, an IPSOS survey reported that 17% of UK Advertising will obviously play an important role households now wash at 30degrees, up from only 2% of households in changing hearts, minds and behaviours. A in their 2002 survey. The average UK washing temperature across final area of growth may be the new models all households has decreased from 43.5°C to 40.2°C over the same of enterprise and commerce, in which web period and importantly 85% of UK consumers claimed that Ariel’s Turn 2.0 platforms are allowing producers to more To 30 campaign was the main reason that convinced them to turn down directly interact with consumers, creating new their washing temperatures, while twice the number of Ariel brands marketplaces to reduce waste 85, tailor products ‘turned to 30’ than users of the next leading brand. to specific needs or enable limited production Source: Procter & Gamble (2008) “Building sustainability into the heart of a brand” runs. World Business Council for Sustainable Development Case Study 2008 80 http://www.terrachoice.com/files/6_sins.pdf 81 http://www.naomiklein.org/no-logo 82 http://www.defra.gov.uk/environment/business/Environment, Food and Rural Affairs (DEFRA) three different bodies. The ASA (Advertising Looking ahead to a sustainable marketing/glc/documents/genericguide.pdf 83 http://www.guardian.co.uk/sustainable-business/has produced a pioneering guideline called Standards Authority) is the self-funded, self- future green-product-labelling-claims-blog-maungthe Green Claims code82, which sets out the regulating body of the advertising industry 84 Source: The TSB’s Creative Industries Strategy ‘09: The growth of digital advertising is already http://www.innovateuk.org/creativeindustriesstrategy09/standard of information that the public can across all media, including TV, internet, sales appendices/1.ashx transforming the advertising sector. withexpect to be given about the environmental promotions and direct marketing. It helps to 85 http://www.gazelle.com/?no_cookies=true online ad-spend reaching £3.3 billion inimpacts of consumer products. This provides police the claims of the industry on green 2008 84. Online advertising offers significantclear guidance and parameters for green policies. Trading standards can enforce false sustainability opportunities, not least in reducingcommunications and product claims. claims on packaging. Complaints about a claim waste or resource use versus print alternatives in a radio or TV advertisement are made to theComplaints against false claims on sustainability like direct mail. Secondly, the rise of the Radio Authority or the Independent Televisioncan be upheld and advertising withdrawn by sustainable consumption debate offers big Commission83.35 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 36. 4b. Appendix The Creative SectorsFilm Facts and figures • £3.8 billion contributed to GVA The Film distributor leading in the UK • £747m spent on production for releasing films on social issues and (supported by UK tax relief) documentaries, Dogwoof was founded in 2004 • 9,300 businesses and has released award winning independent • 65,000 staff employed in creative films and world cinema such as Food Inc., roles Burma VJ, End of the Line, Age of Stupid, Milk of Sorrow and Restrepo. The distributor their social purpose remains central to their In 2007, the UK had the third largest believes that a good film can make a big operations. Their main focus while selecting filmed entertainment market globally, after difference in how people can see the world movies for distribution in the UK is ethical the USA and Japan with key strengths in and social issues. The record breaking release documentaries. Special effects and CGI. of The Age of Stupid and The End of the Line Films they have recently distributed: Source: The TSB’s Creative Industries was made with a motive to make the films Strategy ‘09: http://www.innovateuk.org/ creativeindustriesstrategy09/appendices/1.ashx available at cinemas and venues across the • Vanishing of the Bees country and trigger a change to get people to a principle of integrating carbon reducing • End of the Line take action. strategies for releasing and promoting films • Black Gold such as solar powered film premiere to • The Age of StupidOverview Dogwoof is established as a social enterprise cinemas simultaneously across London. They • The Yes Men Fix the WorldThe Film industry is starting to make headway and their aim is to accomplish targets that reinvest a majority of their profits back into Source: http://www.dogwoof.comon sustainability. Over the past few years a are social as well as financial. It runs on the business. It calls itself distinctive sincenumber of wheels have been set in motion byindustry members who were keen to changethe wasteful, carbon intensive filmmaking industry in London alone produces around Drivers to reduce its carbon footprint by 30% and 125,000 tonnes of carbon emissions each increase recycling and composting by 50% byprocess into a cleaner, healthier closed loop The UK Film Council has lead the way on year. This carbon emission excludes distribution 2020 (UKFC, 2007) 89 and has supported themodel. The Mayor of London’s Green Screen various sustainability initiatives over the past and exhibition of films and programmes, or development of the British Standard for thereport highlighted that the screen production decade. It set the target for the UK film industry production office travel 88. specification for a sustainability management36 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org
  • 37. 4b. Appendix The Creative Sectors become a pre-requisite for UK film funding, relationship it started. Greenshoot and eventually the basis for an industry wide Film reaches so many from production to legislation. 91 Greenshoot is founded by people with a distribution and beyond – and has a huge background in films and commercials and opportunity to build a sustainable industry. Looking ahead to a sustainable understand that the productions are not future 88 Johnson, Boris (2009) “Foreword – Mayor of London” completely anti-green. The reasoning is that Green Screen April 2009 http://static.london.gov.uk/ there needs to be time and individual effort Films ability to inspire and capture hearts and mayor/publications/2009/docs/green-screen.pdf that can make productions sustainable. minds is by no means new – but its role to 89 http://www.ukfilmcouncil.org.uk/media/pdf/2/t/ Developing_an_Environmental_Strategy_for_UKFC.pdf play in visualising a sustainable future, bringing 90 http://drafts.bsigroup.com/Home/Details/607 Greenshoot aims to recycle each and every transparency to global issues and inspiring 91 From the BAFTA Greening the Screen event on positive behaviour change is certainly able Monday 18th October 2010, Piccadilly, London. bit involved in the production while confirming The organization provides a Greenshoot that the shoots adhere to ISO 14001, Waste Transfer Certificate to prove that the to grow. The film industry doesn’t just need meaning it is fully sustainable. Apart from that materials on the set have been completely to clean up its production processes and Greenshoot carries out a complete carbon recycled. They also provide a Greenshoot manage its waste streams better; it can help and sustainability audit to find out ways of Environmental Certification Audit that provides generate a creative movement on all aspects of saving production money while maintaining the evidences of social, environmental and sustainability. Recently premiered at the London carbon neutral filming. economic impact of the shoot. The support Film Festival, The First Grader is an inspiring provided by the organization exists throughout example of a British film (produced by the The organization’s activities are divided the filming, where in data on emissions, BBC, directed by Justin Chadwick) pushing the into the following categories: Sustainability energy-use, waste tonnage and procurements boundaries of sustainable film. Not only does auditing Film set recycling Sustainability is calculated in figures on a weekly basis.. it tell a compelling and necessary story, it was advising and co-ordinating. Source: http://www.greenshoot.com filmed with only 9 British/American crew on location, the rest of the crew were hired locally, in Kenya, along with Kenyan catering and othersystem for film 90 (BS 8909) with the BSI with embed sustainability into the Film. It will initially support services. Furthermore the film has leftthe UK film industry. This world-pioneering be available to the UK film industry, but the a positive impact on the remote community itstandard specifies requirements for a ambition is for it to set the standard for the ‘borrowed’ to shoot the film, providing it withsustainability management system for film, international ISO version. The creators of the modern infrastructure, such as electricity, andapplicable to any organisation that wishes to standard also hope that meeting it will one day a financial legacy to continue the supportive37 | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN | http://creativeindustriesktn.org