Embrace complexity: from creativity to innovation
- The social, environmental and economic challenges we face are ‘wicked’ problems: highly complex, multi-faceted and embedded in intricate systems.
- If we are to rise to the sustainability challenge and grasp the opportunities it represents we must burst out of the media bubble and understand the issues we face in their fullest context.
- Rather than thinking in terms of consumers and communication, we must to elevate our role and think in terms of systems and behaviour change.
- By Embracing Complexity, we can add value to our clients much higher up the value chain and use our skills to affect sustainable change, rather than just creative communication.
Sample themes: Systems thinking, behaviour change, diffusion of innovations
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