We’ve been reflecting since COP26… Let’s just imagine if the combined force of the most powerful storytellers in the world set their sights on environmental and social issues. If they used their significant financial clout and creativity to not only reimagine a more regenerative and equitable future, but to actually make it happen.
Enter the not so secret sauce — creative consultancies. They have the power to engage people at a deep emotional level, accelerating behaviour change and mindsets. Our system map below shows just how much influence they really have, by sitting at the cross-roads of industries, private and public sectors, global and local clients, as well as international network. Creative consultancies are well placed to drive collective action.
So how confident and equipped do they feel to do this? Throughout 2021 we talked to dozens of creative consultancies and professionals across Europe and North America. What’s clear is that despite the increasing demand from clients and employees to lead the change, many consultancies are finding it challenging to invest in sustainability-led approaches due to short-term business imperatives. The desire is there. But the reality is different.
Tackling three potential roadblocks
- Overcoming complexity with capability
“Sustainability is so big, where do we start?” (Creative Director)
Topics such as circularity, SDGs, net zero, sustainable supply chains, systemic change or sustainability related certifications are vast and complex. Trying to understand them takes time and investment, on already overstretched teams. It can be difficult to know where to start, what this means for the work they have at hand, or what type of tools and frameworks they need to develop to challenge, inspire and guide clients. Many feel insecure to open deeper conversations, feeling their clients are well ahead of them in terms of knowledge and impacts on their business.
In order to overcome this sense of enormity, keeping reference points like the SDGs front of mind can bring new perspectives, for example, when kicking off a project, exploring trends or imagining the ‘future’ of a particular sector. In addition, running short focused sessions to generate break through ideas or diagnosis using system maps and system change tools such a 3 horizons can help overcome major challenges and identify levers that will make a bigger difference on project outcomes.
2. Understanding that proactive engagement is THE business imperative
“When it becomes more important for customers, we’ll be stronger on sustainability” (CEO)
We know what it’s like working in a consultancy or client side. There is often no time to stop and think beyond current projects and demands. The constant pressure and focus on short-term results means it is a luxury to make the case for any change. However, the risk of obsolescence is high. Sustainable development is the business imperative of this decade. And with it comes opportunity for new business models and economies, to advise clients in how to push these forward and bring people on the way.
We heard that a few consultancies have proactively brought in sustainability specialists or teams to build knowledge and bring focus. It’s a little like the approach to bringing in a ‘digital person’ in the early 2000s — it’s the sharing of knowledge and capabilities beyond projects that enables others to confidently infuse this into conversations, projects and deliverables. Many consultancies already have the knowledge and passion in their teams, it’s making time to work out how to turn that into something concrete. This is where programs like B Corp have been so successful with the BIA framework that focuses intent towards shaping a better way of doing business, with agencies sharing impact reports and progress.
3. Embracing a sustainable growth mindset
“We help businesses realise their growth strategy, no matter where it comes from.” (CEO)
Go to the website of the best brand consultancies and you’ll see references to brand purpose, the need for it to address society’s biggest problems and how companies need to be consistent in what they say and do. In the same breath, you’re also likely to see language relating to accelerating growth. Yet we know it can’t just be about more-more-more going forward, there are bigger things at stake.
Embedding a sustainable mindset prompts more holistic considerations, when, for example, exploring new service or business models, or brand-led innovation. Taking a step back at the start of a new client engagement, and adding a systemic lens to the project will naturally build a sustainable way of thinking and doing. Take a look at Forum for the Future’s ‘Compass’ toolkit.
The way forward
From our conversations, its clear it isn’t black and white. It’s about how prepared consultancies feel to address each one of these business challenges — from building capabilities and engaging proactively, to actively adopting a sustainable mindset across the agency and for their clients. We identified four clusters, to help identify where you are and how to make the shift.
A little inspiration to make the move
The confidence to take action with clients and influence change through projects starts from taking action internally. Shaping ways of working, looking after each other and the broader community and environment. There has been a surge behind the B Corp movement, with the pandemic triggering new priorities and behaviours with companies leading the way towards a better way of doing business. Initiatives include regulating the CEO salary vs. the average or least paid worker, making office spaces available for community or charitable activities, verifying and supporting improvements in supplier’s social and environmental policies, pledging to work only with clients that have net zero commitments and switching to renewable energy suppliers; using green web hosting and slow travel policies.
Some creative consultancies are working really hard to bring about change. Futerra’s Creative Climate Disclosure letter is an invitation to agencies to be more transparent about their work and disclose climate conflicts. There are also collaborations, such as The Comms Lab or The Purpose Disruptors working together to reshape the industry to tackle climate change. The Comms Lab has created a programme, Reclaiming Agency, to shape and support a new type of leaders to address climate change.
If you’re interested in learning more about systems change and building your capabilities, here are some tools and resources to get you started. We have less than ten years to meet critical deadlines. If you want to make change happen, do email us at first.step@now-on.info.
