The Great Reset

The Great Reset is a movement within the creative industry to keep hold of the positive environmental shifts that have happened during lockdown and embed these in society as the new normal.

Our industry has power and influence but we need lots of people to choose to use it. We must grab this opportunity to help shape a society that puts mankind and our planet’s needs first. To do this we need to:

  • Reset ourselves to become agents of change, not just passive receivers of briefs
  • Reset our work so what we create promotes sustainable values, behaviours and change
  • Reset our impact by reevaluating what we measure and celebrate as ‘success’

The pause during lockdown created by the pandemic will result in a 7% decrease in global emissions in 2020. The UN states that we need a decrease of 7.6% every year until 2030 to avoid climate and ecological disaster. This means we need to maintain the same decrease every year as if we were living in lockdown.

The challenge is that as we emerge from the pandemic the pressure to go back to ‘Business As Usual’ will intensify. But people don’t want to go back. Only 23%* of the UK public believe following lockdown, advertising should encourage people to consume, shop and fly like before lockdown. 77%* believe it is the industry’s responsibility to encourage people to behave more sustainably like during lockdown.

We believe that people in our industry have power and influence but we need people, lots of people to choose to use it. Now is the time for us to reset ourselves to become agents of change, not just passive recipients of briefs. We need to reset our work so what we create promotes sustainable values, attitudes and behaviours and change what we consider ‘good work’ to reset our impact”

Go to https://greatreset.com to see how you can get involved. There is a deadline of July 30th for people within the creative industries to pledge their support.

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It was great to see AdGreen launch their Carbon Calculator last week. We’re thrilled to have been part of the process in helping to develop the tool as we feel that the sooner it becomes commonplace that the UK production industry measures and reduces their carbon emissions on shoots, the better. 

As AdGreen explains:

The Carbon Calculator allows you to work out the carbon footprint of your motion, stills and audio advertising campaigns so that you can assess the environmental impact of your production activities. The tool is free at the point of use for the advertising production community, thanks to contributions from participating advertisers to the AdGreen levy on production spend.

Our bespoke tool, created in partnership with industry stakeholders, enables advertising agency and production teams (‘contributors’) to collaboratively log their production activities and see where practical changes can be made in order to reduce a project’s carbon footprint. It also allows the related parent companies, production consultancies, brands and brand parents (‘reviewers’) to explore and analyse footprints for all projects within their campaigns. Later, users will be able to generate reporting data, which can be used to inform larger company-wide reporting.”

To learn more and start using the carbon calculator, visit:
https://weareadgreen.org/carbon-calculator

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