The creative sector is critical for environmental sustainability.

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