The reasons why advertising and design must become more considered:
The business case: market forces are emerging that offer those brands / agencies that deliver on sustainability opportunities for commercial growth and competitive advantage.
The moral argument: the role of advertising and design in fuelling many of the social / economic challenges that we are facing. Advertising, design and creativity has the power to engage, motivate and activate consumers and therefore has a responsibility to use this power for good.
The existential crisis: extrinsic values sets based on material possessions are giving way to more intrinsic values set based on meaning. These trends are not only creating a new breed of consumer that demands responsibility and positive action from brands, but a new breed of entrepreneur that is looking for innovative ways they can use their brands to make a positive difference in the world.