Considered_ seeks to embed social change and sustainability issues into mainstream marketing and creative practice. This is social design operating at scale… this is social design for the other 90%.
Currently the vast majority of the world’s advertising, design and creative talent is siloed in mainstream practice—working on commercial briefs largely antithetical to social and environmental progress. Research shows that they are eager to use their skills to make a positive difference, but lack opportunities to do so.
The language of sustainability represents the biggest barrier to mainstream consumer behaviour change and a more inspirational, consumer-friendly lexicon is essential if we are going to turn the tide.
In a nutshell, this was the premise behind the launch of the UK Dream at the Science Museum, London last week [7th March]. The event brought together a group of sustainability thinkers and do-ers to kickstart the mammoth task set by the initiative: to reframe the sustainability discourse and embed it into the fabric of our system: politics, media, brand, consumers.
SodaStream is to seek legal advice after failing to get its £11m ad campaign on UK television, with the understood to have rejected its appeal against a ruling it “denigrates” the bottled drinks industry — source: Guardian.co.uk
The Clearcast ruling is a travesty and encapsulates everything Considered_ is trying to change.