D&AD will be hosting a White Pencil Lab workshop next month to discuss practical, profitable and sustainable business ideas.
As Greenpeace’s attack on Coca-Cola’s cash-for-containers scheme and the backlash from this year’s horse meat scandal have shown, environmentally or ethically dubious schemes usually lead to criticism from campaigners, social media outrage and expensive apologies. With natural resources dwindling and consumer demand rising, responsible manufacturing is more important than ever.
This doesn’t mean brands can’t turn a profit while doing a little good – Thomas Kolster, founder of Where Good Grows, believes “we can’t all be Mother Theresa. Instead we should try to be a little more like Bono”. And whatever your thoughts on U2’s frontman, few could argue with Kolster that businesses will be muchmore likely to embrace sustainable models that also make them money.
Exactly how brands can implement such models is the topic up for discussion at D&AD’s event, which will be held on June 11 at the Royal Institution.
The workshop will be chaired by Jo Confino, head of sustainable business at the Guardian and speakers will include Keith Weed, chief marketing officer at Unilever and Justin DeKoszmovszky, head of sustainability strategy at Puma.
There will be six break out groups to choose from, including a discussion on reducing the environmental impact of the music industry led by Julie’s Bicycle founder Alison Tickell and a look at upcycling, downcylcing and re-use held by Jamie Burdett of McCann’s and Worn Again.
Kolster, The Amazings founder Adil Abrar and Jerker Fagerstrom at DDB Stockholm will also be hosting debates on ‘fun’, inventive and collaborative approaches to building responsible brands.
After a morning of debate and a spot of lunch, D&AD will compile the findings of the day and those attending should leave armed with practical sustainability solutions.
Environmentalist and author Jonathan Porritt has put together a video taster ahead of the event:
and details on how to register can be found at:
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