This event has been on my radar for a while, having worked as a Designer in with social impact and climate space for 5 years. Seeing more purpose-led brands emerge has filled me with joy. I spent the event looking at how creativity and community builds brands.
Here’s a look into what I wrote on my note pad and key takeaways from the talks:
Use creative as a tactic to tap into cultural community.
Lilly Woodbury at the Surfrider Foundation Canada, spoke about what can be achieved through the community before government intervention. From beach clean up programs to paddle outs and music events participation not only connects people back to nature but each other having a bigger purpose to save the planet. Many people avoid the climate conversation due to the negative and urgent tone often used, but by using music, film, arts and even flash mobs creates an excitement to make impact together.
Lower the barrier of involvement.
In a deep dive with Gillian Rosh at Opening up the Outdoors, we spoke about how to make nature and sustainability more accesible. Often whether it be gender, age or race the outdoors can feel like a far away and scary place. However with simple actionable changes everyone can be include in enjoying nature and the climate conversation, not just the experts.
Purpose can’t just be a statement.
My favourite talk of the day was Bronwen’s (not just because of the cool name), but in how she spoke about brand purpose at Finisterre. Purpose is not profit. It is a way to inspire deeper connection with the brand by speaking to the human truths of: Who am I? What do I believe in? Purpose can only be used if it’s embedded in how the brand shows up, the communities they engage with and the actions they take.
We often talk about sustainability through facts, targets and commitments. But if we want to create meaningful change, we need to connect with people through the things they care about their culture, identity, creativity and community.
For me, it reinforced why creativity has such an important role to play in sustainability communications. It's not just about making complex issues accessible, but making them relevant, engaging and something people want to be part of.