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How creative agencies will save the world
- 1. likefriends, amsterdam maarten p. kappert september20, 2017 how creative agencies will save the world
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- 3. it’s terribly hardto act sustainably the simple truth
- 9. they all tellthe 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’
- 10. universal human values theory ofbasic 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
- 11. universal human values theory ofbasic 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
- 12. stimulation hedonism achievement power security tradition universalism self direction benevolence unity withnature 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
- 13. stimulation hedonism achievement power security tradition universalism self direction benevolence unity withnature 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)
- 14. stimulation hedonism achievement power security tradition universalism self direction benevolence unity withnature 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
- 15. stimulation hedonism achievement power security tradition universalism self direction benevolence unity withnature 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
- 16. stimulation hedonism achievement power security tradition universalism self direction benevolence unity withnature 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
- 17. by promoting adifferent kind of happiness – the full value palette – we automatically create room for sustainable lifestyles
- 18. today’s collective dream 21 forever physicalsuccess: 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’
- 19. a new collective dreamto drive a new society
- 20. criteria for the newcollective 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
- 21. what success can alsolook like a full house financial success: generosity
- 22. the practicing life professionalsuccess: meaningfulness what success can also look like
- 23. signs of life physicalsuccess: honesty what success can also look like
- 24. time for yourself socialsuccess: quality relationships what success can also look like
- 25. thoughtful choices moral success:moderation what success can also look like
- 26. the good life: ‘afulfilling 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
- 27. how likefriends can helpto create this new collective dream
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- 30. create create create create brand identitiesaround purpose brand stories brand properties
- 31. create create create create fulfilling life brand identities brandstories that live in the brand properties
- 32. create create createcreate brand identities brand stories brandproperties that encourage positive norm behaviors
- 33. create create create brand identities brand stories brandproperties theshow the new lifestyles as normal
- 35. sustainability isn’t aboutrecycling. 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
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