The relationship between culture and climate is becoming increasingly critical in the context of exacerbating climate impacts. Historically, the creative community — especially the fashion and advertising sectors — have been significant drivers of consumption, and have often not acted sustainably1 But we can’t deny that they’re big players, and that we need their superpowers to transform climate communications.
Cultural and creative industries are an influential economic force, generating $2,250 billion in global revenues and providing 29.5 million jobs worldwide — exceeding entire GDPs such as India’s. The industry plays a huge role in shaping cultural identity, and is driven by youth-led innovation.2 But the industry also has a considerable environmental footprint — whether directly through their operations or indirectly through driving consumption — through resource-intensive practices and rapidly changing trends.3
But the creative sector can also drive visions of a sustainable future — both through technological progress like digital traceability, or acknowledging advertised emissions (see The New Role of Advertising and Marketing and Emerging Technologies). Some major shifts have started to happen, including the growing number of PR firms refusing to work with fossil fuel companies and clients who deny human-caused climate change. But the broader creative sector — especially advertising agencies — are still falling short of aligning business and ethical priorities.4
Creative solutions are essential for addressing environmental and social challenges. Previously, climate protection was seen as a mostly technical issue concerning scientists and professionals in the sector. Today, the issue is a lot more people-centered — highlighting the need for a creative approach to climate communications, and for creative industries to develop a deeper understanding of sustainability.5
Simon Cook
How Creativity Drives Progress
The initial public offering of planet earth on the Brazilian stock exchange. The reworking of classic works of art to reflect the realities of different climate scenarios. The digital backup of Tuvalu, a sinking island nation, to preserve sovereignty. These initiatives are all 2023 Lion-winning ideas from creatives who are using their superpowers to drive action around climate change.
The creative and branding industries come together at the Cannes Lions International Festival of Creativity in June every year. At the Festival, the Lions awards recognize the smartest initiatives that engage and influence consumers, alongside seminar content from the industry’s finest talent designed to inspire their creative peers. But LIONS also offers learning, consultancy and subscription services to connect the creative community and showcase the very best creative and branding work all year round.
We recognize great work that is driving real progress – for people, business and society. We know that creativity has the power to drive change because we have seen evidence, through our Lion-winning work, that creativity can shift consumer behavior, redesign supply chains or reimagine the way products are manufactured or services are delivered. We’ve seen it in shortlisted and Lion-winning work for many years. And we’re increasingly seeing work that inspires consumers to choose more sustainable brands or engage in more sustainable practices. This shift in behavior is driving real progress and business growth – and it is all underpinned by creativity.
The volume of sustainability-focused work increased during the pandemic from 4% of all shortlisted and Lion-winning work in 2019 to 8.5% in 2023. This rise suggests that the pandemic gave the global creative community greater impetus to take action against climate change and other sustainable initiatives. Across most of the last 10 years, work that is related to sustainability has enjoyed a higher success rate in the Lions than the average for all work. When we look at the sustainability-related entries in 2023, 10.9% of them were subsequently shortlisted, outpacing the Cannes Lions 2023 Festival average of 10.3% – though 2.9% went on to win a Lion, dipping slightly below the Cannes Lions 2023 Festival average of 3.2% for the first time since 2017.
More broadly across the Festival, we saw entries linked to sustainability across all 30 of the Lions in 2023, with the Sustainable Development Goals (SDG) Lions accounting for 12% of these entries. The SDG Lions celebrate creative problem-solving, solutions or other initiatives that harness creativity and seek to have a positive impact on the world. Work needs to demonstrate how it contributed to or advanced the 2030 Agenda for Sustainable Development across people, planet, prosperity, peace and partnerships. Our SDG Jury was looking to recognize work that supported environmental and ethical ambitions but also delivered long-term business impact. It wanted to ensure that these initiatives could deliver growth so that they could maintain and sustain that positive change.
Lion-winning work is helping brands and agencies understand how to make a difference to the industries they serve and drive business growth – while at the same time driving progress for people and society. Our brand demonstrates the power of bringing together the very best creative minds to share and recognize impactful ideas that respond to sustainable challenges or create possibilities for the planet and people.
Brian Eno, an influential figure in the music industry, emphasizes the potential of the creative sector in promoting climate action — arguing that creative industries can communicate climate change messages more effectively through narratives, rather than raw data. But this potential often remains under-utilized in major climate discourses, including those coming from the Conference of the Parties (COP), or the Intergovernmental Panel on Climate Change (IPCC).6
Art has a significant influence on shaping societal values and behaviors, and merging the efforts of scientists and artists has the potential to influence understanding and attitudes around climate change. However, there’s a noticeable gap in addressing sustainability within creative industries themselves. To drive meaningful change, the creative sector must leverage its capacity to influence and inspire to tell compelling stories about sustainable futures and the challenges ahead,7 as well as holding itself accountable.
CASE STUDY
Clean Creatives: Transforming advertising and PR
Clean Creatives, a movement of advertisers, PR professionals and their clients — advocates for agencies to stop working with fossil fuel clients. The group has also released a “Creator’s Pledge”, asking the wider influencer community to “decline any future contracts with fossil-fuel companies, trade associations, or front groups” — highlighting that the most significant source of pollution from agencies comes from their client work, especially when these clients are major fossil fuel corporations. As of September 2023, over 1,700 creatives and 688 agencies have signed up to the pledge.8 Following a DeSmog investigation which found that fossil fuel companies had been working with UK influencers to greenwash their image, Clean Creatives teamed up with Glimpse on a spoof campaign, urging creators to steer away from polluting companies.9
In recent years, brands have started shifting towards engaging with social and environmental causes more proactively. This trend – often termed “brand activism” — reflects companies’ attempts to align with customers’ growing awareness of and demand for social justice, ethical practices and sustainability. But as brands engage more with activism, they are also confronted with accusations of greenwashing — a deceptive practice where a company exaggerates its sustainability credentials, or falsely claims to be environmentally friendly. Some notable examples include H&M’s “Conscious Collection”, which faced scrutiny for its sustainability claims against the backdrop of fast fashion’s overall environmental impact.10 Similarly, in what became known as the “Dieselgate” scandal, Volkswagen falsely marketed their cars as low-emission vehicles11 — a testament to the repercussions of misleading eco-friendly claims.
Kumi Naidoo
The Rise of Artivism
Many of us who have observed and participated in climate and social movements more broadly over the years have come to the difficult realization that we have not heeded Albert Einstein's words of wisdom when he said that "insanity is doing the same thing over and over again and expecting to get different results". We are currently facing the most consequential decade in human history and the current ways in which we are working are not delivering the results we need at the pace we need it.
It is becoming clearer that one of the key reasons we are not able to mobilize the level of urgency that the situation calls for is due to a communications environment that is not working in our favor. More specifically, mainstream media and social media are often stacked against messages that challenge the dominant status quo. However, even within these constraints activists and those seeking change more generally are doing their utmost to maximize the communications possibilities that are open to us.
An example of this communications challenge can be seen in how climate communications hasn’t been framed in a people-centric way, but in scientific language which the majority of people in the world are not able to engage with. Far too often, activism attempts to win the argument by appealing to the mind through campaigns based on facts and figures — but neglects the heart, soul and body. This is a communications deficit that we need to address if we hope to win the struggle for our future and our children's future.
What we must realize is that arts and culture more broadly offer us a vital platform to bridge this communication divide and speak to people in ways that people communicate with each other and engage with the world. Art allows us to express ourselves, connect with each other and tell our stories in ways that can transcend barriers. Arts and culture can help create imaginable futures, change social norms and drive behavioral change through the way it meets, engages and invites people all over to change perspective. Our culture defines how we move and are seen in the world and influences our worldview, no less our politics. What we desperately need to do is bring arts and culture much closer to activism and harness its power for humanity's survival. This idea is increasingly being known as Artivism.
Authentic engagement with activism is no longer optional for brands, as consumers are becoming more discerning and knowledgeable. A number of brands have started living up to the challenge, and working to normalize active engagement with sustainability and grassroots efforts in their marketing strategy. A prime example is Patagonia, whose commitment to environmental causes is not just a marketing angle, but deeply embedded in the company’s DNA. From the “Don’t Buy This Jacket” campaign urging customers to buy less new products and reduce waste, to their decision to donate 100% of Black Friday sales to grassroots environmental groups — Patagonia consistently puts activism at the forefront of its marketing efforts, helping normalize environmental advocacy. This strategy not only resonates with their customer base, but also sets a higher standard for corporate responsibility in the industry.
Tyler LaMotte
How Patagonia Redefined Creative Marketing
Patagonia was recognized with the prestigious Cannes LionHeart Award in 2023 for our efforts in combating environmental challenges. This recognition is a testament to our commitment to making a positive difference in the world since our founding by Yvon Chouinard in 1973.
The success of Patagonia isn't solely due to our outstanding products, but also our unwavering commitment to sustainability. Our company's mission focuses on purpose over profit, proving that these two can coexist harmoniously. We challenge the culture of disposable fashion, encouraging our customers to make mindful choices and invest in durable, long-lasting products. This ethos promotes conscious consumerism and transcends fleeting trends.
We are not just a company selling outdoor clothing and gear. Patagonia is a community and a movement. We use our brand as a platform to advocate for environmental causes and engage individuals in taking action. We understand that addressing environmental crises requires collective effort and community engagement, and we strive to inspire exactly that.
Our marketing strategies revolve around environmental activism and authenticity — we tell compelling stories that connect with consumers on a deeper, emotional level. By sharing narratives that highlight our values, mission, and the impact we're making in the world, we create an emotional bond with our customers. Our initiatives, such as the repair program where customers can send in their worn-out products instead of discarding them, foster customer loyalty and satisfaction, all while reducing waste.
We also actively engage with our community through various initiatives, like encouraging customers to share their experiences using the hashtag #MyPatagonia on social media. User-generated content creates a sense of community and authenticity around our brand, and we regularly feature these customer stories on our website and social media channels.
As Patagonia's European marketing director once said, "Focusing on quality in whatever we do means quality in the way we take care of our people and our customers.” This statement encompasses our commitment to quality in everything we do — whether that’s in our products, advocating for the causes we believe in, or in our mission of protecting the planet.
Traditional marketing tactics don't take center stage at Patagonia — instead, we focus on long-term success and aspects such as reputation, credibility, and purpose. We believe that the most responsible thing we can do as a company is to make high-quality gear that lasts for years and can be repaired, reducing the need for constant replacements.
As we celebrate 50 years, our ongoing What’s Next campaign is centered around simplicity, being human-powered, and resilience. It's a reminder that without a healthy environment, there are no shareholders, no employees, no customers, and ultimately, no business. We stand as proof that profitability and making a difference are not mutually exclusive but can be intertwined pillars of success in this era of conscious consumption.
Over the past decade, climate-conscious creative campaigners have been making significant strides in their efforts to challenge the fossil fuel industry’s influence on culture and the arts, ending a number of high-profile fossil fuel sponsorships around the world. For example, the American Museum of Natural History, the Van Gogh Museum in Amsterdam, and most cultural institutions in the UK, including the Royal Opera House, National Portrait Gallery, British Film Institute, National Theatre and the Royal Shakespeare Company, have all cut ties with fossil fuel sponsors.
The recent years have seen a groundswell of grassroots initiatives that are taking on the fossil fuel industry’s influence in culture and the arts. These networks, such as Creatives for Climate, Conscious Advertising, Clean Creatives, Purpose Disruptors and Comms Declare, are using creative and visual protest alongside strategic advocacy and research to end fossil fuel sponsorships in cultural institutions and drive climate protection within the industry.
Culture Unstained and the activist theater group BP or not BP? have spearheaded a successful campaign against fossil fuel sponsorships in the UK's cultural sector. Through imaginative protests and performances, they have pressured major institutions — including the Tate, Royal Shakespeare Company, Royal Opera House, and the Science Museum — to sever ties with fossil fuel companies since 2016.12 In 2019, the Royal Shakespeare Company ended its sponsorship deal with British Petroleum (BP) earlier than expected following activist pressure.13 One of the movement’s most significant victories came in 2023, when the British Museum also decided to end its association with BP.14 These wins highlight a broader cultural move away from fossil fuel affiliations amid escalating climate impacts.
Lucy Von Sturmer
How Creatives are Driving Climate Action
Creatives for Climate is a nonprofit global network of creative professionals dedicated to climate justice. We are 20,000-people strong across channels, 2000 on our closed collaboration hub, and spread across 40 countries. From designers, to copywriters, to ethical agencies, we are united in mobilizing the power of creativity to fuel climate action. We drive change across the following three key program areas are:
- COMMUNITY: We empower professionals to become change agents through our global community platform and media channels
- INDUSTRY ACTION: We drive industry action by incentivizing and supporting ethical agencies that commit to action and running training programs
- AMPLIFICATION: We help climate organizations make impact by finding the right creative support to amplify their cause.
Across all of our activities, we are building a movement to transition the power of storytelling towards just and regenerative futures. If you’re asking: How can I break free from business-as-usual? How can I make a positive impact in my workplace? How can I design a career and a life that is aligned with my values?
We bridge the gap. We have proudly launched the first and largest online global platform for creative professionals to share knowledge, tools, and new ideas to drive climate action. Access directly here: www.creativesforclimate.community.15
Building on three years as a network for professionals, we are scaling our impact across the industry - while also enhancing the support we are able to provide for solutions.
We are building an ethical agency alliance of front-runners walking the talk on climate action. To join, we are calling on agencies to commit three out of every 10 employees to our pathway for change to become certified. The pathway calls for walking the talk on collaboration, empowering staff to upskill, and pledging to divest from representing fossil fuel clients.
The pathway responds to a rise in greenwashing, a need for industry collaboration to drive change, and an awareness that the communications industries have been complicit in building legitimacy for the world’s largest polluters. Namely, fossil fuel clients… who contribute to approximately 75% of global carbon pollution.16
At the same time, we are expanding our support for climate organizations - as through community building, and industry engagement, we are building a groundswell of change, and also - a network of support. We now have the world’s leading network of creative talent backed by the best frontrunning ethical agencies, and we are seeking to expand our support to climate solutions in the following ways:
- Free direct access to the network to post calls for skills or support for campaigns.
- Partnerships to create bespoke campaigns to reach our 20,000 network across our channels.
- Matching the needs of climate organizations with agencies directly in the network.
Looking back at how we started in May 2019, it was a letter from Extinction Rebellion who published an open letter17 calling on advertisers to tell the truth that put our community into motion. It read “Advertising will increasingly be seen alongside oil and logging as obviously toxic industries and those with the job title ‘creatives’ will soon find themselves rebranded as ‘destroyers’.”
This rallying cry urging the ad industry to use its power for good was the kick-start for our formation, and remains to this day.
While there is no universal definition for creativity, its role in problem-solving — particularly in economic, social, and sustainable development contexts, is undeniable. This recognition prompted the United Nations to designate April 21 as World Creativity and Innovation Day18 — rooted in the understanding that art in its myriad forms served as a powerful medium to amplify environmental issues, while also motivating individuals to take action.
Historically, art has been a powerful voice during social and environmental crises, empowering individuals to challenge prevailing norms, raise awareness, and offer alternative and transformative narratives. One case in point is the “Flood Wall Street” protest, where artists symbolically used blue paint to draw attention to rising sea levels.19 Art also offers a medium to process existential challenges like the climate crisis emotionally, helping to overcome anxiety and channel difficult feelings into engagement and action.
Art can also help provide a platform for communities which have been historically excluded from climate conversations, and highlight the importance of equity in climate solutions. Through art, we can seamlessly connect the relationship between culture and sustainability — Indigenous art, for example, illustrates sustainable practices and our interconnectedness with all life, while contemporary artists in urban settings highlight the balance between sustainability and societal change.19
CASE STUDY
The first Digital Nation: The Government of Tuvalu and the Monkeys, Part of Accenture Song Sydney
The South Pacific Island of Tuvalu is likely to become uninhabitable by 2050 thanks to the devastating effects of climate change: rising sea levels will mean the entire country will be submerged. Working with Sydney-based agency The Monkeys, the Government of Tuvalu devised a way for the country to exist as a nation even when it no longer has actual land.
Tuvalu will become the world's first digital nation, ensuring its sovereignty and ability to govern in the face of a worst-case scenario. This digital transformation process will allow Tuvalu to retain its identity and continue to function even after its physical land is gone. The first step in this process is the digitization and recording of Tuvalu's land mass, which will serve as a crucial component in its legal fight for a revised definition of territorial sovereignty under international law. This Titanium Lions Grand Prix winner is not just an announcement of a tragic climate adaptation strategy. It is also a powerful provocation for global action, which has already led to landmark climate agreements.
Collaboration and continued commitment have been vital. Tara Ford, Chief Creative Officer of The Monkeys, comments: “This wasn’t just the work of an agency group; it was sustainability experts, ministers from the Tuvalu government. It’s an ongoing initiative… this process of co-creation with the Tuvaluan people will keep going.”
In an article published by the Guardian,20 twelve industry experts shared their guidance for inspiring climate action through the power of creativity, including:
- Promote Creation Over Consumption: Building an emotional bond with the environment is essential. By focusing on creating rich experiences rather than just disseminating information, we can inspire individuals to prioritize the planet. It's about valuing the act of creating over mere consumption.
- Use Media to Influence Opinion: The media holds tremendous sway in shaping public opinion. By actively involving artists, cartoonists, and journalists to spotlight climate issues, we can have an impact on public discourse.
- Encourage Human Empathy: Connecting on a personal level is key. By sharing heartfelt stories of those affected by climate change, we can foster a sense of global interconnectedness and unity, reminding us that the issue isn't distant but deeply personal.
- Leverage Primetime Power: High-profile celebrities and events have the reach to amplify the climate change message. Harnessing this influence can make environmental concerns resonate with broader audiences, both public and corporate.
- Lead by Example: The arts community can be a beacon of sustainable practice. By partnering with policymakers and funders, we can ingrain sustainability into the fabric of the creative sector, inspiring others to follow suit.
- Stay Hopeful and Forward-looking: While the challenges we face are immense, the creative community thrives on the belief that solutions are within grasp. Art can be a source of inspiration, reminding us of the boundless possibilities ahead.
- Limit Fossil Fuel Influence in Cultural Spaces: Cultural institutions, like museums, must be safeguarded from fossil fuel corporations. By raising awareness of these companies' historically negative impacts on climate action, we can pave the way for more informed public discourse.
- Provide Tangible Solutions: Merely acknowledging the climate crisis isn't enough. We must move beyond problem recognition and actively present actionable solutions, serving as guideposts for those keen to make a difference.
- Target Young Audiences: Nurturing environmental consciousness from a young age is vital. By using children's content that empowers them, we can inspire the next generation to be stewards of the planet.
- Ensure Distinct Messaging: In today's content-saturated world,climate messages must stand out. Crafting impactful, unique narratives that not only resonate but also incite action is crucial.
- Use Real-Life Stories for Impact: Authentic storytelling has unparalleled power. Grounding fictional narratives in real-world situations amplifies their urgency, reminding audiences that the effects of climate change are not just probable, but inevitable unless we act now.
Donal Keenan
Harnessing the Power of Creativity to Make a Positive Difference
At D&AD we believe that we all have a responsibility to drive and accelerate change to help revert the damage done to our planet. The commercial creative industries, and the people within them, are arguably the best equipped to influence positive change in brand and consumer behavior to respond to the climate crisis. We are therefore harnessing the power of creative communication, storytelling, and design thinking to raise awareness and change behavior through our Award21 and education programs.
In 2011 we launched the White Pencil to recognize work by the creative industry already making a positive difference. Over the years, the White Pencil gained traction as the ultimate award for creativity that’s solving real-world problems, and in 2016 it evolved into D&AD Impact,22 with expanded categories based on the 17 UN Sustainability Goals. Many Impact winners over the years have demonstrated creativity’s problem-solving power, in particular in response to the climate crisis, with notable campaigns including Trash Isles,23 Brewtroleum,24 The Organic Effect,25 and Edible Six Pack Rings.26
To encourage the creative industries to continue innovating, we have D&AD Future Impact, rewarding early-stage designs and initiatives that offer creative solutions to contemporary problems. ‘Impacters’ on the program get access to 12-months of mentoring, peer support, training, and visibility. They can also apply for grants from the Impact Fund.
We are proud that D&AD Impact, since its creation, has helped promote positive change in our society and bring great ideas to life. But we aren’t stopping there. As responding to the climate crisis has become alarmingly urgent, we are now factoring sustainability considerations into other areas of the Awards, including the Product and Packaging Design categories. Through our Masterclasses program, creatives take our free on-demand online course, Creativity as a Catalyst for Change,27 to learn how to turn their purpose and intention into real-life action. And our Annual28 is a free resource offering insights into how this year’s winning work was made, including comments from Judges and other industry voices on issues of sustainability, creative excellence and more.
It’s so important to recognize that creativity can help address many of the issues we face today, but even more important to lead the way as an industry.
The tools of communication, marketing and storytelling will be instrumental in advancing sustainability efforts. While they have been historically used to drive consumption, their superpowers can be used to create compelling, relatable narratives that inspire pro-environmental action. The digital age has further amplified the reach of communication tools: Platforms like Instagram and TikTok resonate particularly with younger audiences, and can be used as channels to promote climate action (see Training The Communicators). While the digital landscape also comes with the pitfalls of greenwashing — highlighting the need for transparency and authenticity (see Greenwashing and The Business Case for Sustainability) — it will be key in mobilizing the next generation of climate leaders.19
Recent years have seen a fascinating intersection between art and technology in the area of green tech. Through innovative applications of materials and techniques, artists are spearheading groundbreaking climate solutions — from Dutch artist Daan Rosengaarde”s “Smog Free Towers”, combining functionality with aesthetics, to the field of biomimicry, which looks towards nature for sustainable innovation inspiration. There is a near-limitless potential for blending art, creativity, and technology — painting an optimistic picture of a sustainable future.
CASE STUDY
Coors Light and Droga5’s Plastic-Free 'Future Mart' in NYC
Coors Light demonstrated their commitment to sustainability by transforming a 535-square-foot pop-up store into a plastic-free "Future Mart" in Brooklyn's Greenpoint. Constructed entirely from sustainable materials like steel, aluminum, plywood and brewery waste, the store attracted over a thousand visitors during its week-long run, courtesy of creative agency Droga5.
This eco-friendly store featured biodegradable infrastructure and unique merch such as beer-infused soap and Coorsatelli pasta, creating an engaging atmosphere for customers to learn about Coors Light's decision to remove all plastic rings from its global packaging by 2025. Locally sourced materials minimized the event's carbon footprint, and the store encouraged visitors to reassess their relationship with plastic.29
Cities are pivotal hubs for innovation due to their concentration of stakeholders and the rich interplay of culture and multidisciplinary professionals. According to research by the European Commission, both large metropolitan areas and smaller cities provide opportunities for creative sustainability efforts — benefiting massively from initiatives such as citizen participation in shaping urban strategies. Conversely, leveraging new technologies can amplify citizen involvement — balancing creative innovation with social engagement can therefore help supercharge cities' full potential in driving societal change.
Collaboration is a critical component in driving creativity for transformative climate action. Both within and between organizations and industries, the synergy between cross-disciplinary efforts hold revolutionary potential. The creative industries are key in this — we must use their superpowers to bring science communication into the mainstream to unlock the changes we need to see. When visionaries, creatives and activists unite, we can go beyond awareness-raising and inspire active engagement for a more sustainable future.
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Juancho Gómez de la Torre
It Starts With a Great Idea
Creativity allows us to create extraordinary solutions to problems, no matter how complex they may seem. It is about finding the most impactful, clear and convincing idea that makes people see what is happening and what we have to do to solve it.
The best creatives and communicators are sensitive and committed people. You have to find talent that has a deep understanding of human behavior, and the spark to connect, to get people to act.
My advice is to select each member very well to form a "Dream Team" and trust in her talent. On the side of the advertiser that approves the ideas, there must be a group of no more than 4 people with a final decision maker who is involved from the beginning throughout the development of the project.
Publicists and media can unite to educate the public on climate issues. My advice is to create a hot proposal. Something provocative like "Save the world for real".
We can touch people's hearts and minds by refreshing our communication, and not repeating the same chant: “Look at all the disasters around us, the world is going to end”. People react by thinking, "This is too much, I can't fix it." Or the opposite: “They are exaggerating, when I go out into the street all I hear is birdsong. Nothing is happening”.
Our main focus should be to achieve maximum visibility, relevance, vitality and memorability of the message. You have to start from there. We must move from speech to action, and mobilize a global offensive against climate change that belongs to the people. And we need a committed face of the movement that has the ability to articulate our message, like a celebrity.
Advertising and creativity influence the future of the world. All memorable publicity is made up of radical and surprising acts of communication. Nothing beats a great idea.
To bring a wide section of the population on board with sustainability, it’s imperative to acknowledge and utilize the role of art and creativity in driving climate action. Creative industries have a history of driving excessive consumption, but also hold the power to influence individual behaviors, societal values and collective action. It is now down to those industries to take responsibility and use their superpowers to channel their creativity for the common good.
To transform climate communications, we need to prioritize leveraging creative industries’ vast reach. In doing so, authenticity is crucial — we need to prioritize eliminating greenwashing alongside communicating climate issues in an accessible way. Creative industries are now at a crossroads — they hold the tools to shape our future, be it a continuation of the status quo or a transformative path to a better world. If art has always held a mirror to society, could it not now reflect a vision of a sustainable future? Could it challenge us not just to think, but to feel the pressing urgency of this critical time in history? Creativity’s task today is to inspire and ignite action — and amidst its superpowers of storytelling, creative campaigning and innovations, we might just find the catalyst to reign in a new era of climate communications.
Climate Literacy and Education
The urgent need for comprehensive climate education is everywhere — starting in schools, to universities all the way to the workplace and government. Climate literacy is essential — not just for understanding the science behind climate change, but also for understanding its social and economic implications. But until this day, many key groups and nations remain underrepresented in climate education initiatives, resulting in large populations being inadequately informed about the issue.
Keep reading- Tickell A. The role of creative industries in driving change. Green World. Published May 22, 2020. Accessed September 13, 2023. https://greenworld.org.uk/article/role-creative-industries-driving-change
- UNESCO, International Confederation of Societies of Authors and Composers, Ernst & Young. Cultural times - The first global map of cultural and creative industries. Published online December 2015. https://en.unesco.org/creativity/sites/creativity/files/cultural_times._the_first_global_map_of_cultural_and_creative_industries.pdf
- Vidorreta I, Garatea J. Opinion: How cultural and creative industries can contribute to the green transition. Greenovate! Europe. Published January 25, 2023. Accessed September 13, 2023. https://greenovate-europe.eu/opinion-how-cultural-and-creative-industries-can-contribute-to-the-green-transition/
- Bryant D. Why creative industries won’t follow PR lead on climate change. The Guardian. https://www.theguardian.com/sustainable-business/blog/creative-industries-pr-climate-change-marketing. Published August 11, 2014. Accessed September 13, 2023.
- Sherwin C. The creative industry needs to spur a new era of creative sustainability. The Guardian. https://www.theguardian.com/sustainable-business/blog/creative-industry-new-era-sustainability. Published June 24, 2013. Accessed September 13, 2023.
- Amer H, Wynton L. Brian Eno – “We need the creative industry to help inspire climate action” | Imperial News. Imperial College London. Published November 25, 2022. Accessed September 13, 2023. https://www.imperial.ac.uk/news/241832/brian-eno-we-need-creative-industry/
- Rudman H. Culture’s role in environmental change. The Guardian. https://www.theguardian.com/culture-professionals-network/culture-professionals-blog/2013/jul/15/creative-industries-environmental-change. Published July 15, 2013. Accessed September 13, 2023.
- Clean Creatives. About. Clean Creatives. Accessed August 29, 2023. https://cleancreatives.org
- Ormesher E. Spoof campaign mocks fossil fuel’s recruitment of influencers to clean up image. The Drum. Published August 25, 2023. Accessed August 29, 2023. https://www.thedrum.com/news/2023/08/25/spoof-campaign-mocks-fossil-fuel-s-recruitment-influencers-clean-up-image
- Whiting T. “Sustainable Style”: The Truth Behind The Marketing of H&M’s Conscious Collection. Medium. Published June 27, 2019. Accessed September 13, 2023. https://tabitha-whiting.medium.com/sustainable-style-the-truth-behind-the-marketing-of-h-ms-conscious-collection-805eb7432002
- Shepardson D. U.S. FTC sues Volkswagen over diesel advertising claims. Reuters. Published March 26, 2016. Accessed September 13, 2023. https://www.reuters.com/article/us-volkswagen-emissions-idUSKCN0WV1QN
- Addley E. British Museum ends BP sponsorship deal after 27 years. The Guardian. https://www.theguardian.com/culture/2023/jun/02/british-museum-ends-bp-sponsorship-deal-after-27-years. Published June 2, 2023. Accessed September 17, 2023
- Culture Unstained. RSC draws an early curtain on BP sponsorship deal. Culture Unstained. Published 2019. Accessed May 23, 2023. https://cultureunstained.org/2019/10/02/rsc-draws-an-early-curtain-on-bp-sponsorship-deal/
- Culture Unstained. BP sponsorship of British Museum ends after 27 years, as tide turns on fossil fuel funding of the arts. Culture Unstained. Published June 2, 2023. Accessed August 7, 2023. https://cultureunstained.org/2023/06/02/bp-sponsorship-of-british-museum-ends-after-27-years-as-tide-turns-on-fossil-fuel-funding-of-the-arts/
- Creatives for Climate. Our Story. Creatives for Climate Community. Accessed August 30, 2023. https://www.creativesforclimate.community/c/start-here
- Hausfather Z. Global CO2 emissions have been flat for a decade, new data reveals. World Economic Forum. Published November 11, 2021. Accessed August 30, 2023. https://www.weforum.org/agenda/2021/11/global-co2-emissions-fossil-fuels-new-data-reveals/
- Jacobson S. Extinction Rebellion urges ad industry to use its power for good. The Guardian. https://www.theguardian.com/environment/2019/may/19/extinction-rebellion-urges-ad-industry-to-use-its-power-for-good. Published May 19, 2019. Accessed August 30, 2023.
- United Nations. World Creativity and Innovation Day - EN. United Nations. Accessed September 15, 2023. https://www.un.org/en/observances/creativity-and-innovation-day
- Gutierrez L. Art and Creativity: Essential Components of Sustainability. Sustainable Earth. Published April 21, 2023. Accessed September 15, 2023. https://sustainable-earth.org/art-and-creativity/
- Leach A. 12 ways the arts can encourage climate action. The Guardian. https://www.theguardian.com/global-development-professionals-network/2016/apr/25/12-ways-the-arts-can-encourage-climate-action. Published April 25, 2016. Accessed September 17, 2023
- D&AD. D&AD Awards 2023. Accessed September 11, 2023. https://www.dandad.org/en/d-ad-awards/
- D&AD. D&AD Impact 2023. Accessed September 11, 2023. https://www.dandad.org/en/d-ad-impact/
- D&AD. Trash Isles | D&AD Awards 2018 Pencil Winner | Released | D&AD. D&AD Awards. Published 2018. Accessed September 11, 2023. https://www.dandad.org/awards/professional/2018/responsible-retail/232048/trash-isles/
- D&AD. Brewtroleum | D&AD Awards 2016 Pencil Winner | Business Initiative | D&AD. Published 2016. Accessed September 11, 2023. https://www.dandad.org/awards/professional/2016/environmental-sustainability/232209/brewtroleum/
- D&AD. The Organic Effect | D&AD Awards 2016 Pencil Winner | Marketing Campaign | D&AD. Published 2016. Accessed September 11, 2023. https://www.dandad.org/awards/professional/2016/responsible-production-consumption/232218/the-organic-effect/
- D&AD. Edible Six Pack Rings | D&AD Awards 2016 Pencil Winner | Business Initiative | D&AD. Published 2016. Accessed September 11, 2023. https://www.dandad.org/awards/professional/2016/environmental-sustainability/232247/edible-six-pack-rings/
- D&AD. Creativity as a Catalyst for Change | Creative Change Course. D&AD Online Learning. Accessed September 11, 2023. https://campus.dandad.org/courses/creativity-as-a-catalyst-for-change
- D&AD. D&AD Annual 2022. Published 2022. Accessed September 11, 2023. https://www.dandad.org/annual/2022/
- Gianatasio D. Coors Light and Droga5 Opened a Plastic-Free “Future Mart” in NYC. Muse by Clio. Published March 24, 2022. Accessed August 1, 2023. https://musebycl.io/environment/coors-light-and-droga5-opened-plastic-free-future-mart-nyc
Figure 88: BP or Not BP at one of their theatrical performances, protesting BP’s sponsorship of the British Museum.
Figure 89: Spoof campaign mocking fossil fuel companies’ recruitment of influencers, by Glimpse and Clean Creatives (2023).
Apple's Status Report on environmental progress for Mother Nature. Source: Apple UK
Her Future - Source: Christine Arenas & Generous Films
The relationship between culture and climate is becoming increasingly critical in the context of exacerbating climate impacts. Historically, the creative community — especially the fashion and advertising sectors — have been significant drivers of consumption, and have often not acted sustainably1 But we can’t deny that they’re big players, and that we need their superpowers to transform climate communications.
Cultural and creative industries are an influential economic force, generating $2,250 billion in global revenues and providing 29.5 million jobs worldwide — exceeding entire GDPs such as India’s. The industry plays a huge role in shaping cultural identity, and is driven by youth-led innovation.2 But the industry also has a considerable environmental footprint — whether directly through their operations or indirectly through driving consumption — through resource-intensive practices and rapidly changing trends.3
But the creative sector can also drive visions of a sustainable future — both through technological progress like digital traceability, or acknowledging advertised emissions (see The New Role of Advertising and Marketing and Emerging Technologies). Some major shifts have started to happen, including the growing number of PR firms refusing to work with fossil fuel companies and clients who deny human-caused climate change. But the broader creative sector — especially advertising agencies — are still falling short of aligning business and ethical priorities.4
Creative solutions are essential for addressing environmental and social challenges. Previously, climate protection was seen as a mostly technical issue concerning scientists and professionals in the sector. Today, the issue is a lot more people-centered — highlighting the need for a creative approach to climate communications, and for creative industries to develop a deeper understanding of sustainability.5
Simon Cook
How Creativity Drives Progress
The initial public offering of planet earth on the Brazilian stock exchange. The reworking of classic works of art to reflect the realities of different climate scenarios. The digital backup of Tuvalu, a sinking island nation, to preserve sovereignty. These initiatives are all 2023 Lion-winning ideas from creatives who are using their superpowers to drive action around climate change.
The creative and branding industries come together at the Cannes Lions International Festival of Creativity in June every year. At the Festival, the Lions awards recognize the smartest initiatives that engage and influence consumers, alongside seminar content from the industry’s finest talent designed to inspire their creative peers. But LIONS also offers learning, consultancy and subscription services to connect the creative community and showcase the very best creative and branding work all year round.
We recognize great work that is driving real progress – for people, business and society. We know that creativity has the power to drive change because we have seen evidence, through our Lion-winning work, that creativity can shift consumer behavior, redesign supply chains or reimagine the way products are manufactured or services are delivered. We’ve seen it in shortlisted and Lion-winning work for many years. And we’re increasingly seeing work that inspires consumers to choose more sustainable brands or engage in more sustainable practices. This shift in behavior is driving real progress and business growth – and it is all underpinned by creativity.
The volume of sustainability-focused work increased during the pandemic from 4% of all shortlisted and Lion-winning work in 2019 to 8.5% in 2023. This rise suggests that the pandemic gave the global creative community greater impetus to take action against climate change and other sustainable initiatives. Across most of the last 10 years, work that is related to sustainability has enjoyed a higher success rate in the Lions than the average for all work. When we look at the sustainability-related entries in 2023, 10.9% of them were subsequently shortlisted, outpacing the Cannes Lions 2023 Festival average of 10.3% – though 2.9% went on to win a Lion, dipping slightly below the Cannes Lions 2023 Festival average of 3.2% for the first time since 2017.
More broadly across the Festival, we saw entries linked to sustainability across all 30 of the Lions in 2023, with the Sustainable Development Goals (SDG) Lions accounting for 12% of these entries. The SDG Lions celebrate creative problem-solving, solutions or other initiatives that harness creativity and seek to have a positive impact on the world. Work needs to demonstrate how it contributed to or advanced the 2030 Agenda for Sustainable Development across people, planet, prosperity, peace and partnerships. Our SDG Jury was looking to recognize work that supported environmental and ethical ambitions but also delivered long-term business impact. It wanted to ensure that these initiatives could deliver growth so that they could maintain and sustain that positive change.
Lion-winning work is helping brands and agencies understand how to make a difference to the industries they serve and drive business growth – while at the same time driving progress for people and society. Our brand demonstrates the power of bringing together the very best creative minds to share and recognize impactful ideas that respond to sustainable challenges or create possibilities for the planet and people.
Brian Eno, an influential figure in the music industry, emphasizes the potential of the creative sector in promoting climate action — arguing that creative industries can communicate climate change messages more effectively through narratives, rather than raw data. But this potential often remains under-utilized in major climate discourses, including those coming from the Conference of the Parties (COP), or the Intergovernmental Panel on Climate Change (IPCC).6
Art has a significant influence on shaping societal values and behaviors, and merging the efforts of scientists and artists has the potential to influence understanding and attitudes around climate change. However, there’s a noticeable gap in addressing sustainability within creative industries themselves. To drive meaningful change, the creative sector must leverage its capacity to influence and inspire to tell compelling stories about sustainable futures and the challenges ahead,7 as well as holding itself accountable.
CASE STUDY
Clean Creatives: Transforming advertising and PR
Clean Creatives, a movement of advertisers, PR professionals and their clients — advocates for agencies to stop working with fossil fuel clients. The group has also released a “Creator’s Pledge”, asking the wider influencer community to “decline any future contracts with fossil-fuel companies, trade associations, or front groups” — highlighting that the most significant source of pollution from agencies comes from their client work, especially when these clients are major fossil fuel corporations. As of September 2023, over 1,700 creatives and 688 agencies have signed up to the pledge.8 Following a DeSmog investigation which found that fossil fuel companies had been working with UK influencers to greenwash their image, Clean Creatives teamed up with Glimpse on a spoof campaign, urging creators to steer away from polluting companies.9
In recent years, brands have started shifting towards engaging with social and environmental causes more proactively. This trend – often termed “brand activism” — reflects companies’ attempts to align with customers’ growing awareness of and demand for social justice, ethical practices and sustainability. But as brands engage more with activism, they are also confronted with accusations of greenwashing — a deceptive practice where a company exaggerates its sustainability credentials, or falsely claims to be environmentally friendly. Some notable examples include H&M’s “Conscious Collection”, which faced scrutiny for its sustainability claims against the backdrop of fast fashion’s overall environmental impact.10 Similarly, in what became known as the “Dieselgate” scandal, Volkswagen falsely marketed their cars as low-emission vehicles11 — a testament to the repercussions of misleading eco-friendly claims.
Kumi Naidoo
The Rise of Artivism
Many of us who have observed and participated in climate and social movements more broadly over the years have come to the difficult realization that we have not heeded Albert Einstein's words of wisdom when he said that "insanity is doing the same thing over and over again and expecting to get different results". We are currently facing the most consequential decade in human history and the current ways in which we are working are not delivering the results we need at the pace we need it.
It is becoming clearer that one of the key reasons we are not able to mobilize the level of urgency that the situation calls for is due to a communications environment that is not working in our favor. More specifically, mainstream media and social media are often stacked against messages that challenge the dominant status quo. However, even within these constraints activists and those seeking change more generally are doing their utmost to maximize the communications possibilities that are open to us.
An example of this communications challenge can be seen in how climate communications hasn’t been framed in a people-centric way, but in scientific language which the majority of people in the world are not able to engage with. Far too often, activism attempts to win the argument by appealing to the mind through campaigns based on facts and figures — but neglects the heart, soul and body. This is a communications deficit that we need to address if we hope to win the struggle for our future and our children's future.
What we must realize is that arts and culture more broadly offer us a vital platform to bridge this communication divide and speak to people in ways that people communicate with each other and engage with the world. Art allows us to express ourselves, connect with each other and tell our stories in ways that can transcend barriers. Arts and culture can help create imaginable futures, change social norms and drive behavioral change through the way it meets, engages and invites people all over to change perspective. Our culture defines how we move and are seen in the world and influences our worldview, no less our politics. What we desperately need to do is bring arts and culture much closer to activism and harness its power for humanity's survival. This idea is increasingly being known as Artivism.
Authentic engagement with activism is no longer optional for brands, as consumers are becoming more discerning and knowledgeable. A number of brands have started living up to the challenge, and working to normalize active engagement with sustainability and grassroots efforts in their marketing strategy. A prime example is Patagonia, whose commitment to environmental causes is not just a marketing angle, but deeply embedded in the company’s DNA. From the “Don’t Buy This Jacket” campaign urging customers to buy less new products and reduce waste, to their decision to donate 100% of Black Friday sales to grassroots environmental groups — Patagonia consistently puts activism at the forefront of its marketing efforts, helping normalize environmental advocacy. This strategy not only resonates with their customer base, but also sets a higher standard for corporate responsibility in the industry.
Tyler LaMotte
How Patagonia Redefined Creative Marketing
Patagonia was recognized with the prestigious Cannes LionHeart Award in 2023 for our efforts in combating environmental challenges. This recognition is a testament to our commitment to making a positive difference in the world since our founding by Yvon Chouinard in 1973.
The success of Patagonia isn't solely due to our outstanding products, but also our unwavering commitment to sustainability. Our company's mission focuses on purpose over profit, proving that these two can coexist harmoniously. We challenge the culture of disposable fashion, encouraging our customers to make mindful choices and invest in durable, long-lasting products. This ethos promotes conscious consumerism and transcends fleeting trends.
We are not just a company selling outdoor clothing and gear. Patagonia is a community and a movement. We use our brand as a platform to advocate for environmental causes and engage individuals in taking action. We understand that addressing environmental crises requires collective effort and community engagement, and we strive to inspire exactly that.
Our marketing strategies revolve around environmental activism and authenticity — we tell compelling stories that connect with consumers on a deeper, emotional level. By sharing narratives that highlight our values, mission, and the impact we're making in the world, we create an emotional bond with our customers. Our initiatives, such as the repair program where customers can send in their worn-out products instead of discarding them, foster customer loyalty and satisfaction, all while reducing waste.
We also actively engage with our community through various initiatives, like encouraging customers to share their experiences using the hashtag #MyPatagonia on social media. User-generated content creates a sense of community and authenticity around our brand, and we regularly feature these customer stories on our website and social media channels.
As Patagonia's European marketing director once said, "Focusing on quality in whatever we do means quality in the way we take care of our people and our customers.” This statement encompasses our commitment to quality in everything we do — whether that’s in our products, advocating for the causes we believe in, or in our mission of protecting the planet.
Traditional marketing tactics don't take center stage at Patagonia — instead, we focus on long-term success and aspects such as reputation, credibility, and purpose. We believe that the most responsible thing we can do as a company is to make high-quality gear that lasts for years and can be repaired, reducing the need for constant replacements.
As we celebrate 50 years, our ongoing What’s Next campaign is centered around simplicity, being human-powered, and resilience. It's a reminder that without a healthy environment, there are no shareholders, no employees, no customers, and ultimately, no business. We stand as proof that profitability and making a difference are not mutually exclusive but can be intertwined pillars of success in this era of conscious consumption.
Over the past decade, climate-conscious creative campaigners have been making significant strides in their efforts to challenge the fossil fuel industry’s influence on culture and the arts, ending a number of high-profile fossil fuel sponsorships around the world. For example, the American Museum of Natural History, the Van Gogh Museum in Amsterdam, and most cultural institutions in the UK, including the Royal Opera House, National Portrait Gallery, British Film Institute, National Theatre and the Royal Shakespeare Company, have all cut ties with fossil fuel sponsors.
The recent years have seen a groundswell of grassroots initiatives that are taking on the fossil fuel industry’s influence in culture and the arts. These networks, such as Creatives for Climate, Conscious Advertising, Clean Creatives, Purpose Disruptors and Comms Declare, are using creative and visual protest alongside strategic advocacy and research to end fossil fuel sponsorships in cultural institutions and drive climate protection within the industry.
Culture Unstained and the activist theater group BP or not BP? have spearheaded a successful campaign against fossil fuel sponsorships in the UK's cultural sector. Through imaginative protests and performances, they have pressured major institutions — including the Tate, Royal Shakespeare Company, Royal Opera House, and the Science Museum — to sever ties with fossil fuel companies since 2016.12 In 2019, the Royal Shakespeare Company ended its sponsorship deal with British Petroleum (BP) earlier than expected following activist pressure.13 One of the movement’s most significant victories came in 2023, when the British Museum also decided to end its association with BP.14 These wins highlight a broader cultural move away from fossil fuel affiliations amid escalating climate impacts.
Lucy Von Sturmer
How Creatives are Driving Climate Action
Creatives for Climate is a nonprofit global network of creative professionals dedicated to climate justice. We are 20,000-people strong across channels, 2000 on our closed collaboration hub, and spread across 40 countries. From designers, to copywriters, to ethical agencies, we are united in mobilizing the power of creativity to fuel climate action. We drive change across the following three key program areas are:
- COMMUNITY: We empower professionals to become change agents through our global community platform and media channels
- INDUSTRY ACTION: We drive industry action by incentivizing and supporting ethical agencies that commit to action and running training programs
- AMPLIFICATION: We help climate organizations make impact by finding the right creative support to amplify their cause.
Across all of our activities, we are building a movement to transition the power of storytelling towards just and regenerative futures. If you’re asking: How can I break free from business-as-usual? How can I make a positive impact in my workplace? How can I design a career and a life that is aligned with my values?
We bridge the gap. We have proudly launched the first and largest online global platform for creative professionals to share knowledge, tools, and new ideas to drive climate action. Access directly here: www.creativesforclimate.community.15
Building on three years as a network for professionals, we are scaling our impact across the industry - while also enhancing the support we are able to provide for solutions.
We are building an ethical agency alliance of front-runners walking the talk on climate action. To join, we are calling on agencies to commit three out of every 10 employees to our pathway for change to become certified. The pathway calls for walking the talk on collaboration, empowering staff to upskill, and pledging to divest from representing fossil fuel clients.
The pathway responds to a rise in greenwashing, a need for industry collaboration to drive change, and an awareness that the communications industries have been complicit in building legitimacy for the world’s largest polluters. Namely, fossil fuel clients… who contribute to approximately 75% of global carbon pollution.16
At the same time, we are expanding our support for climate organizations - as through community building, and industry engagement, we are building a groundswell of change, and also - a network of support. We now have the world’s leading network of creative talent backed by the best frontrunning ethical agencies, and we are seeking to expand our support to climate solutions in the following ways:
- Free direct access to the network to post calls for skills or support for campaigns.
- Partnerships to create bespoke campaigns to reach our 20,000 network across our channels.
- Matching the needs of climate organizations with agencies directly in the network.
Looking back at how we started in May 2019, it was a letter from Extinction Rebellion who published an open letter17 calling on advertisers to tell the truth that put our community into motion. It read “Advertising will increasingly be seen alongside oil and logging as obviously toxic industries and those with the job title ‘creatives’ will soon find themselves rebranded as ‘destroyers’.”
This rallying cry urging the ad industry to use its power for good was the kick-start for our formation, and remains to this day.
While there is no universal definition for creativity, its role in problem-solving — particularly in economic, social, and sustainable development contexts, is undeniable. This recognition prompted the United Nations to designate April 21 as World Creativity and Innovation Day18 — rooted in the understanding that art in its myriad forms served as a powerful medium to amplify environmental issues, while also motivating individuals to take action.
Historically, art has been a powerful voice during social and environmental crises, empowering individuals to challenge prevailing norms, raise awareness, and offer alternative and transformative narratives. One case in point is the “Flood Wall Street” protest, where artists symbolically used blue paint to draw attention to rising sea levels.19 Art also offers a medium to process existential challenges like the climate crisis emotionally, helping to overcome anxiety and channel difficult feelings into engagement and action.
Art can also help provide a platform for communities which have been historically excluded from climate conversations, and highlight the importance of equity in climate solutions. Through art, we can seamlessly connect the relationship between culture and sustainability — Indigenous art, for example, illustrates sustainable practices and our interconnectedness with all life, while contemporary artists in urban settings highlight the balance between sustainability and societal change.19
CASE STUDY
The first Digital Nation: The Government of Tuvalu and the Monkeys, Part of Accenture Song Sydney
The South Pacific Island of Tuvalu is likely to become uninhabitable by 2050 thanks to the devastating effects of climate change: rising sea levels will mean the entire country will be submerged. Working with Sydney-based agency The Monkeys, the Government of Tuvalu devised a way for the country to exist as a nation even when it no longer has actual land.
Tuvalu will become the world's first digital nation, ensuring its sovereignty and ability to govern in the face of a worst-case scenario. This digital transformation process will allow Tuvalu to retain its identity and continue to function even after its physical land is gone. The first step in this process is the digitization and recording of Tuvalu's land mass, which will serve as a crucial component in its legal fight for a revised definition of territorial sovereignty under international law. This Titanium Lions Grand Prix winner is not just an announcement of a tragic climate adaptation strategy. It is also a powerful provocation for global action, which has already led to landmark climate agreements.
Collaboration and continued commitment have been vital. Tara Ford, Chief Creative Officer of The Monkeys, comments: “This wasn’t just the work of an agency group; it was sustainability experts, ministers from the Tuvalu government. It’s an ongoing initiative… this process of co-creation with the Tuvaluan people will keep going.”
In an article published by the Guardian,20 twelve industry experts shared their guidance for inspiring climate action through the power of creativity, including:
- Promote Creation Over Consumption: Building an emotional bond with the environment is essential. By focusing on creating rich experiences rather than just disseminating information, we can inspire individuals to prioritize the planet. It's about valuing the act of creating over mere consumption.
- Use Media to Influence Opinion: The media holds tremendous sway in shaping public opinion. By actively involving artists, cartoonists, and journalists to spotlight climate issues, we can have an impact on public discourse.
- Encourage Human Empathy: Connecting on a personal level is key. By sharing heartfelt stories of those affected by climate change, we can foster a sense of global interconnectedness and unity, reminding us that the issue isn't distant but deeply personal.
- Leverage Primetime Power: High-profile celebrities and events have the reach to amplify the climate change message. Harnessing this influence can make environmental concerns resonate with broader audiences, both public and corporate.
- Lead by Example: The arts community can be a beacon of sustainable practice. By partnering with policymakers and funders, we can ingrain sustainability into the fabric of the creative sector, inspiring others to follow suit.
- Stay Hopeful and Forward-looking: While the challenges we face are immense, the creative community thrives on the belief that solutions are within grasp. Art can be a source of inspiration, reminding us of the boundless possibilities ahead.
- Limit Fossil Fuel Influence in Cultural Spaces: Cultural institutions, like museums, must be safeguarded from fossil fuel corporations. By raising awareness of these companies' historically negative impacts on climate action, we can pave the way for more informed public discourse.
- Provide Tangible Solutions: Merely acknowledging the climate crisis isn't enough. We must move beyond problem recognition and actively present actionable solutions, serving as guideposts for those keen to make a difference.
- Target Young Audiences: Nurturing environmental consciousness from a young age is vital. By using children's content that empowers them, we can inspire the next generation to be stewards of the planet.
- Ensure Distinct Messaging: In today's content-saturated world,climate messages must stand out. Crafting impactful, unique narratives that not only resonate but also incite action is crucial.
- Use Real-Life Stories for Impact: Authentic storytelling has unparalleled power. Grounding fictional narratives in real-world situations amplifies their urgency, reminding audiences that the effects of climate change are not just probable, but inevitable unless we act now.
Donal Keenan
Harnessing the Power of Creativity to Make a Positive Difference
At D&AD we believe that we all have a responsibility to drive and accelerate change to help revert the damage done to our planet. The commercial creative industries, and the people within them, are arguably the best equipped to influence positive change in brand and consumer behavior to respond to the climate crisis. We are therefore harnessing the power of creative communication, storytelling, and design thinking to raise awareness and change behavior through our Award21 and education programs.
In 2011 we launched the White Pencil to recognize work by the creative industry already making a positive difference. Over the years, the White Pencil gained traction as the ultimate award for creativity that’s solving real-world problems, and in 2016 it evolved into D&AD Impact,22 with expanded categories based on the 17 UN Sustainability Goals. Many Impact winners over the years have demonstrated creativity’s problem-solving power, in particular in response to the climate crisis, with notable campaigns including Trash Isles,23 Brewtroleum,24 The Organic Effect,25 and Edible Six Pack Rings.26
To encourage the creative industries to continue innovating, we have D&AD Future Impact, rewarding early-stage designs and initiatives that offer creative solutions to contemporary problems. ‘Impacters’ on the program get access to 12-months of mentoring, peer support, training, and visibility. They can also apply for grants from the Impact Fund.
We are proud that D&AD Impact, since its creation, has helped promote positive change in our society and bring great ideas to life. But we aren’t stopping there. As responding to the climate crisis has become alarmingly urgent, we are now factoring sustainability considerations into other areas of the Awards, including the Product and Packaging Design categories. Through our Masterclasses program, creatives take our free on-demand online course, Creativity as a Catalyst for Change,27 to learn how to turn their purpose and intention into real-life action. And our Annual28 is a free resource offering insights into how this year’s winning work was made, including comments from Judges and other industry voices on issues of sustainability, creative excellence and more.
It’s so important to recognize that creativity can help address many of the issues we face today, but even more important to lead the way as an industry.
The tools of communication, marketing and storytelling will be instrumental in advancing sustainability efforts. While they have been historically used to drive consumption, their superpowers can be used to create compelling, relatable narratives that inspire pro-environmental action. The digital age has further amplified the reach of communication tools: Platforms like Instagram and TikTok resonate particularly with younger audiences, and can be used as channels to promote climate action (see Training The Communicators). While the digital landscape also comes with the pitfalls of greenwashing — highlighting the need for transparency and authenticity (see Greenwashing and The Business Case for Sustainability) — it will be key in mobilizing the next generation of climate leaders.19
Recent years have seen a fascinating intersection between art and technology in the area of green tech. Through innovative applications of materials and techniques, artists are spearheading groundbreaking climate solutions — from Dutch artist Daan Rosengaarde”s “Smog Free Towers”, combining functionality with aesthetics, to the field of biomimicry, which looks towards nature for sustainable innovation inspiration. There is a near-limitless potential for blending art, creativity, and technology — painting an optimistic picture of a sustainable future.
CASE STUDY
Coors Light and Droga5’s Plastic-Free 'Future Mart' in NYC
Coors Light demonstrated their commitment to sustainability by transforming a 535-square-foot pop-up store into a plastic-free "Future Mart" in Brooklyn's Greenpoint. Constructed entirely from sustainable materials like steel, aluminum, plywood and brewery waste, the store attracted over a thousand visitors during its week-long run, courtesy of creative agency Droga5.
This eco-friendly store featured biodegradable infrastructure and unique merch such as beer-infused soap and Coorsatelli pasta, creating an engaging atmosphere for customers to learn about Coors Light's decision to remove all plastic rings from its global packaging by 2025. Locally sourced materials minimized the event's carbon footprint, and the store encouraged visitors to reassess their relationship with plastic.29
Cities are pivotal hubs for innovation due to their concentration of stakeholders and the rich interplay of culture and multidisciplinary professionals. According to research by the European Commission, both large metropolitan areas and smaller cities provide opportunities for creative sustainability efforts — benefiting massively from initiatives such as citizen participation in shaping urban strategies. Conversely, leveraging new technologies can amplify citizen involvement — balancing creative innovation with social engagement can therefore help supercharge cities' full potential in driving societal change.
Collaboration is a critical component in driving creativity for transformative climate action. Both within and between organizations and industries, the synergy between cross-disciplinary efforts hold revolutionary potential. The creative industries are key in this — we must use their superpowers to bring science communication into the mainstream to unlock the changes we need to see. When visionaries, creatives and activists unite, we can go beyond awareness-raising and inspire active engagement for a more sustainable future.
Juancho Gómez de la Torre
It Starts With a Great Idea
Creativity allows us to create extraordinary solutions to problems, no matter how complex they may seem. It is about finding the most impactful, clear and convincing idea that makes people see what is happening and what we have to do to solve it.
The best creatives and communicators are sensitive and committed people. You have to find talent that has a deep understanding of human behavior, and the spark to connect, to get people to act.
My advice is to select each member very well to form a "Dream Team" and trust in her talent. On the side of the advertiser that approves the ideas, there must be a group of no more than 4 people with a final decision maker who is involved from the beginning throughout the development of the project.
Publicists and media can unite to educate the public on climate issues. My advice is to create a hot proposal. Something provocative like "Save the world for real".
We can touch people's hearts and minds by refreshing our communication, and not repeating the same chant: “Look at all the disasters around us, the world is going to end”. People react by thinking, "This is too much, I can't fix it." Or the opposite: “They are exaggerating, when I go out into the street all I hear is birdsong. Nothing is happening”.
Our main focus should be to achieve maximum visibility, relevance, vitality and memorability of the message. You have to start from there. We must move from speech to action, and mobilize a global offensive against climate change that belongs to the people. And we need a committed face of the movement that has the ability to articulate our message, like a celebrity.
Advertising and creativity influence the future of the world. All memorable publicity is made up of radical and surprising acts of communication. Nothing beats a great idea.
To bring a wide section of the population on board with sustainability, it’s imperative to acknowledge and utilize the role of art and creativity in driving climate action. Creative industries have a history of driving excessive consumption, but also hold the power to influence individual behaviors, societal values and collective action. It is now down to those industries to take responsibility and use their superpowers to channel their creativity for the common good.
To transform climate communications, we need to prioritize leveraging creative industries’ vast reach. In doing so, authenticity is crucial — we need to prioritize eliminating greenwashing alongside communicating climate issues in an accessible way. Creative industries are now at a crossroads — they hold the tools to shape our future, be it a continuation of the status quo or a transformative path to a better world. If art has always held a mirror to society, could it not now reflect a vision of a sustainable future? Could it challenge us not just to think, but to feel the pressing urgency of this critical time in history? Creativity’s task today is to inspire and ignite action — and amidst its superpowers of storytelling, creative campaigning and innovations, we might just find the catalyst to reign in a new era of climate communications.
Figure 88: BP or Not BP at one of their theatrical performances, protesting BP’s sponsorship of the British Museum.
Figure 89: Spoof campaign mocking fossil fuel companies’ recruitment of influencers, by Glimpse and Clean Creatives (2023).
Apple's Status Report on environmental progress for Mother Nature. Source: Apple UK
Her Future - Source: Christine Arenas & Generous Films
Climate Literacy and Education
The urgent need for comprehensive climate education is everywhere — starting in schools, to universities all the way to the workplace and government. Climate literacy is essential — not just for understanding the science behind climate change, but also for understanding its social and economic implications. But until this day, many key groups and nations remain underrepresented in climate education initiatives, resulting in large populations being inadequately informed about the issue.
Keep reading- Tickell A. The role of creative industries in driving change. Green World. Published May 22, 2020. Accessed September 13, 2023. https://greenworld.org.uk/article/role-creative-industries-driving-change
- UNESCO, International Confederation of Societies of Authors and Composers, Ernst & Young. Cultural times - The first global map of cultural and creative industries. Published online December 2015. https://en.unesco.org/creativity/sites/creativity/files/cultural_times._the_first_global_map_of_cultural_and_creative_industries.pdf
- Vidorreta I, Garatea J. Opinion: How cultural and creative industries can contribute to the green transition. Greenovate! Europe. Published January 25, 2023. Accessed September 13, 2023. https://greenovate-europe.eu/opinion-how-cultural-and-creative-industries-can-contribute-to-the-green-transition/
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