Sustainability Has an Image Problem

"Saving our planet is now a communications challenge. We know what to do, we just need the will”. This David Attenborough quote from back in 2020 articulates the dilemma we are faced with perfectly. As an industry, we have some of the smartest, most creative, imaginative minds who use their talents to sell a new product, package up a new brand vision and reach new audiences.

So why can’t we use that same energy and expertise to tackle this challenge?

As someone who had the word sustainability in their job title for over two years, it's something I have often felt uncomfortable with. The word ‘sustainability’ often comes with negative and restrictive connotations. An obsession with carbon footprints has led us to forget what it actually means to lead ‘sustainable’ lives. The focus is too frequently on what we must stop doing rather than highlighting the positive opportunities we can adopt now to ensure a better and more sustainable future.

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