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How creative agencies will save the world

Creative agencies have tremendous power, as they shape much of what we call 'the collective dream': our shared set of aspirations that drives society as a whole, and consumer behaviour in particular.

Today's dream, rooted in consumerism, has lost its validity. What would a better collective dream be? And how can agencies help create it?

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How creative agencies will save the world

  1. 1. likefriends, amsterdam maarten p. kappert september 20, 2017 how creative agencies will save the world
  2. 2. meet caspar
  3. 3. it’s terribly hard to act sustainably the simple truth
  4. 4. they all tell the same story 21 forever physical success: beauty, health edges of law moral success: pushing it rising star professional success: 
 job, power welcome to my crib financial success: 
 more stuff party on social success: extraversion the good life: ‘living large’
  5. 5. universal human values theory of basic human values, shalom schwartz (1992) unity with nature protecting the environment social justice freedom curiosity creativity humble acceptance moderation healthy social order sense of belonging social power wealth authority intelligent successful influential pleasure enjoying life self-indulgence daring novelty excitement in life true friendship forgiving responsible stimulation hedonism achievement power security tradition universalism self direction benevolence
  6. 6. universal human values theory of basic human values, shalom schwartz (1992) unity with nature protecting the environment social justice freedom curiosity creativity humble acceptance moderation healthy social order sense of belonging social power wealth authority intelligent successful influential pleasure enjoying life self-indulgence daring novelty excitement in life true friendship forgiving responsible stimulation hedonism achievement power security tradition universalism self direction benevolence self enhancing society enhancing
  7. 7. stimulation hedonism achievement power security tradition universalism self direction benevolence unity with nature protecting the environment social justice true friendship forgiving responsible freedom curiosity creativity humble acceptance moderation social power wealth authority pleasure enjoying life self-indulgence healthy social order sense of belonging intelligent successful influential daring novelty excitement in life openness to change desire for stability theory of basic human values, shalom schwartz (1992) universal human values
  8. 8. stimulation hedonism achievement power security tradition universalism self direction benevolence unity with nature protecting the environment social justice true friendship forgiving responsible freedom curiosity creativity humble acceptance moderation social power wealth authority pleasure enjoying life self-indulgence healthy social order sense of belonging intelligent successful influential daring novelty excitement in life universal human values openness to change self enhancing society enhancing desire for stability theory of basic human values, shalom schwartz (1992)
  9. 9. stimulation hedonism achievement power security tradition universalism self direction benevolence unity with nature protecting the environment social justice true friendship forgiving responsible freedom curiosity creativity humble acceptance moderation social power wealth authority pleasure enjoying life self-indulgence healthy social order sense of belonging intelligent successful influential daring novelty excitement in life what the heart wants vs. what the heart gets openness to change self enhancing society enhancing desire for stability
  10. 10. stimulation hedonism achievement power security tradition universalism self direction benevolence unity with nature protecting the environment social justice true friendship forgiving responsible freedom curiosity creativity humble acceptance moderation social power wealth authority pleasure enjoying life self-indulgence healthy social order sense of belonging intelligent successful influential daring novelty excitement in life what sustainability could use openness to change self enhancing society enhancing desire for stability
  11. 11. stimulation hedonism achievement power security tradition universalism self direction benevolence unity with nature protecting the environment social justice true friendship forgiving responsible freedom curiosity creativity humble acceptance moderation social power wealth authority pleasure enjoying life self-indulgence healthy social order sense of belonging intelligent successful influential daring novelty excitement in life but: we see this all around us! openness to change self enhancing society enhancing desire for stability peer-to-peer time well spent basic income body positivity sharing economy tiny houses self production
  12. 12. by promoting a different kind of happiness – the full value palette – we automatically create room for sustainable lifestyles
  13. 13. today’s collective dream 21 forever physical success: beauty, health edges of law moral success: pushing it rising star intellectual success: 
 job, power welcome to my crib financial success: wealth party on social success: popularity the good life: ‘living large’
  14. 14. a new collective dream to drive a new society
  15. 15. criteria for the new collective dream 3. degrades materialism, stimulates other ways of need fulfillment 2. promotes norms, values and ideals 
 that yield change behavior and
 sustainable behavior 1. more attractive 
 and promising: more happiness, 
 less guilt novelty à caring indulgence à modesty convenience à perseverance perfection à learning powerlessness à agency competition à generosity bigger is better à human scale
  16. 16. what success can also look like a full house financial success: generosity
  17. 17. the practicing life professional success: meaningfulness what success can also look like
  18. 18. signs of life physical success: honesty what success can also look like
  19. 19. time for yourself social success: quality relationships what success can also look like
  20. 20. thoughtful choices moral success: moderation what success can also look like
  21. 21. the good life: ‘a fulfilling life’ signs of life physical success: honesty thoughtful choices moral success: moderation the practicing life professional success: 
 meaningfulness a full house financial success: generosity time for each other social success: relationships what success can also look like
  22. 22. how likefriends can help to create this 
 new collective dream
  23. 23. create create create brand identities brand stories brand properties
  24. 24. create create create brand identities brand stories brand properties
  25. 25. create create create create brand identities around purpose brand stories brand properties
  26. 26. create create create create fulfilling life brand identities brand stories that live in the brand properties
  27. 27. create create createcreate brand identities brand stories brand properties that encourage positive norm behaviors
  28. 28. create create create brand identities brand stories brand properties theshow the new lifestyles as normal
  29. 29. sustainability isn’t about recycling. sustainability is part of something bigger: of growing into a different society, with a different economy and a different culture. one in which we keep our living environment healthy, but primarily one in which people are happier. “ ” reframing sustainability
  30. 30. thank you

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