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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

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Can UK creatives lead us to a sustainable future?

  1. 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 |
  2. 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 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: and 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 |
  3. 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 |
  4. 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 |
  5. 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 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 |
  6. 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 creative industries, The Work Foundation for DCMS, sustainableproducts/ecorating 2007 9 4 Private Investment Benchmarking Survey 2005/06: environmental-issues Summary of Results, Arts & Business, 2006 10 5 healthy_environment/environment/pdf/Carbon_Neutral_ casestudies/?WT.LHNAV=Case_studies Web%20Copy%20_Sky_vFINAL.pdf 6 11 See pages 66-167 in INDITEX Annual Report 2009Data source: Footprint data for the UK - 7 from link on | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN |
  7. 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 |
  8. 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 |
  9. 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 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-/- 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 opportunities“Delighting people with new designs for there’s a wealth of ways to mobilise the talents studies/defra_-_act_on_co2 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 music; building empathy with brilliant make up the Creative Industries.” personal Plan A by 2015 and 3 million by 2020’: http:// release.cfm | Sustainability Beacon Project Final Report | Creative Industries Knowledge Transfer Network | 22/11/10 | Created by Forum for the Future for CI KTN |
  10. 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 |
  11. 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,, 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 |
  12. 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 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 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 |
  13. 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 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 |
  14. 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 |
  15. 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 |
  16. 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 |
  17. 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 |
  18. 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 |