Can Creativity Change Our Future?
Before turning any thought into action, a multitude of psychological factors, subjective perceptions, and social norms inevitably come into play, influencing both our personal motivation and capacity for change. In short, what we see and how we think significantly shapes how we act. You might already have an idea about the kind of action we’re discussing after reading the title. Yes, sustainability!
We are living in the Anthropocene Era, where human activities have a dominant impact on our planet. Understanding the critical importance of behavioral change today carries more significance than at any other time in history. According to the latest report from the IPCC (Intergovernmental Panel on Climate Change), such change has the potential to reduce global emissions by 40-70% by 2050.
At the same time, there has never been more communication, time, money, and effort dedicated to sustainability. Brands, organizations, and individuals are engaging in conversations about this issue more than ever before.
These powerful communication and marketing mechanisms have traditionally been used to encourage increased consumption. However, perspectives—and along with them, the creative world—are evolving. The new generation, which will soon hold a significant share of purchasing power, prioritizes brands that value reimagining nature and, more importantly, share this vision with transparency and authenticity. In fact, the rise of ecological and social awareness has already set the wheels of change in motion for communication strategies.
The Words That Work report, published by London-based creative consultancy Radley Yeldar, zeroes in on this shift and introduces us to a new concept: "stock sustainability." This term may not sound entirely unfamiliar. It refers to the often generic sustainability campaigns dominated by green hues, abundant use of leaves and Earth motifs, and messages stuffed with the word “sustainability” in a highly sterile and overused tone. Such approaches are increasingly being filtered under the label of "stock sustainability.
The report highlights that one of the primary reasons for the sense of sameness created by this new concept lies in its lack of human touch and storytelling. A study conducted on 50 of Forbes' top 100 most valuable brands reveals that while 68% of companies talk about creating a better future, only a few clearly define what that actually looks like.
Despite the rise in critical perspectives—amplified by the pandemic stripping away our rose-tinted glasses—there is evidence to suggest that positive messaging can motivate people to engage more deeply with sustainability. Striking the right balance, therefore, becomes crucial. Radley Yeldar’s first recommendation for brands aiming to communicate effectively is to break free from clichés, discover an authentic voice aligned with their identity, and embrace transparency over perfectionism.
Of course, as complex as the climate crisis is, it is not a problem that can be resolved solely through individual actions or confined to the responsibility of one sector. However, if our behaviors, habits, or business models negatively impact our planet, they can also be repurposed as forces for positive change. Harnessing this potential requires fostering collective effort through effective communication strategies.
So, can the creative world recalibrate itself to bridge the gap between action and communication? What do you think?
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