\Sam Wilson, MD and founder of Syntiro Associates, says that eventprofs need to show the new government that our sector is key to helping it deliver change.
Labour have swept to power with the promise of change. If they want to follow through and deliver against raised expectations, they will need to embrace creative communications at the top table. This will be vital in winning the engagement necessary for success.
We need the next government to see that we are not a peripheral industry, we are core to making change happen. We mobilise and amplify attitudinal and behavioural change. We are the missing piece of the puzzle.
Progress in sustainability is happening too slowly – we need to revolutionise the way people think and feel about how they show up in their lives.
I would like to see the government tackle this head on and call out creative communicators as being the essential influencers of change. But I want to see us lead by example, getting our own house in order, and not greenwashing. Greenwashing is a pressing issue for our industry, and we have a responsibility to gear up and provide leadership for our clients.
The thorny issue is that many people in the industry think they are compliant, when they are not. I’ve seen Impact Reports without any strategic context, people using meaningless words like ‘eco-friendly’ or ‘biodegradable’ or ‘save the planet’ and there are more nuanced risks such as companies just focusing on carbon when there are more pressing material issues.
The creative industry has a huge opportunity to be the drivers of meaningful and measurable change, and tackle greenwashing by ensuring technical and linguistic accuracy across all brand communications. It’s time to step up and help drive this change from within.
(This article was originally published in M&IT Magazine Online)