The Great Reset is a creative industry movement to embed the positive environmental shifts that have happened during lockdown as THE new normal.
Our industry has power and influence but we need lots of people to choose to use it. We must grab this opportunity to help shape a society that puts mankind and our planet’s needs first. To do this we need to:
Reset ourselves to become agents of change, not just passive receivers of briefs
Reset our work so what we create promotes sustainable values, attitudes and behaviors.
Reset our impact by reevaluating what we measure and celebrate as ‘success’
WHY DO WE NEED TO RESET?
The pause during lockdown created by the pandemic will result in a 7% decrease in global emissions in 2020. The UN states that we need a decrease of 7.6% every year until 2030 to avoid climate and ecological disaster. This means we need to maintain the same decrease every year as if we were living in lockdown.
The challenge is that as we emerge from the pandemic the pressure to go back to ‘Business As Usual’ will intensify. But people don’t want to go back. Only 23%* of the UK public believe following lockdown, advertising should encourage people to consume, shop and fly like before lockdown. 77%* believe it is the industry’s responsibility to encourage people to behave more sustainably like during lockdown.
Right now we have a small window of opportunity to reset and shape the future we want.
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