Inspire sustainable marketing with Conscious Creative
Author: Lee Humphreys
10 October 2023
The creative community has long taken pride in its commitment to ethical practices, particularly when it comes to diversity, equality and inclusion – but we must do more. We now need the marketing and creative community, many of whom already recognize their own personal impact on the environment, to focus their attention on the impact of the work they do for clients.
When companies spend a huge proportion of their budgets on marketing materials, it’s no real surprise that it significantly impacts their CO2 footprint. Through rethinking the creative approach and consciously embracing sustainable design principles, creatives can initiate a seismic shift toward more positive environmental marketing practices.
To combat climate change, minimizing CO<sub2 emissions is the number one priority. Creatives and designers have the power to pioneer a new era in marketing thinking. By targeting a circular approach from concept to execution, they can produce eye-catching work that is both impactful and sustainable. Evaluating, comparing and selecting materials, along with media, based on measurable CO2 impact can help to minimize emissions and preserve our environment. We are all accountable for the CO2 emissions we generate. Every choice can make a difference and inspire clients to embrace responsible creativity.
From ideation to production, designing out waste enhances marketing sustainability. Designing with re-usability in mind, minimizing waste to landfill and utilizing recycled materials all contribute to more efficient use of resources. Circularity is the gold standard in sustainability. By thinking about durability and using innovative, recyclable materials we can move towards this goal, creating marketing installations that captivate audiences and also leave a smaller environmental footprint.
How we design and the materials we use have a direct impact on the environment. Through creative innovation and the wider use of sustainably sourced materials, designers and marketers can play a pivotal role in moving towards truly sustainable marketing ecosystems. Careful selection of low environmental impact materials protects the planet, its ecology and the communities that inhabit it. Thinking sustainably means marketing doesn’t have to cost the Earth.
Become activists for environmental change
As catalysts for new ideas, the creative and design community has an incredible opportunity to adopt an activist mindset, integrate CO2-reducing strategies and infuse sustainability into every aspect of their work, leading organizational change from the ground up.
By recognizing their ability to influence decision making at every level, creatives are uniquely positioned to be champions of sustainable development in marketing. Whether they’re raising awareness about eco-friendly alternatives, pushing for more responsible production practices or spearheading internal initiatives.
Now is the time to recognize the power to influence organizational behavior, shift corporate thinking and shape a future that engages audiences to spark positive change.
Collaborate for sustainable change
At HH Global, we’ve invested in education, tools and resources to help designers, creatives, studios and agencies find and deploy more sustainable marketing solutions. Visit our Conscious Creative page to discover how we can help across the industry – for a more sustainable tomorrow.
Chief Client Officer
Lee owns the overarching responsibility for our Creative + Digital solutions and service lines working with internal and external client teams across the business to generate and integrate strategic creative and digital initiatives and innovations. Lee also maintains responsibility for the strategic, operational and financial performance of his portfolio of clients within the Luxury and Technology industry sectors, developing effective client relationships and driving sustainable growth.
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