In our fourth Real Talk we talked about Social Responsibility in the creative industry. When do we label a brand or business as socially responsible? Is purchase behavior representative of what consumers really want? Do we have to change ‘bad’ companies or do we only need to work with ‘good’ ones? We opened up the conversation with Luke Purdy (Wieden + Kennedy Amsterdam), Ersem Ercil (180 Amsterdam), Jurian van der Hoeven (Dawn), Jasemen Nassab (Amaru), Daan van Apeldoorn (B Corp). This live session was divided in two panel discussions.
A new generation is asking for a more purpose-driven approach. Brands and other companies are making a shift towards making work that has a lot to do with the scope of responsibility. The responsible work is starting to become of such importance, is even starting to become a determining factor at international award shows (e.g. Cannes Lions). But.. Is it really the industry's place, to make the world a better place? And if so, why - or why not?
The Real Talk kicked-off with the first Panel Discussion, moderated by Gijs Lammers in which we brought up the conversation about the role of agencies. With a inspiring group of people (Luke Purdy, Ersem Ercil, Jurian van der Hoeven). Do agencies need to drop certain clients? On basis of a few statements the panelist spoke about the impact you can make as an individual within your agency. Are you in the position to reject a briefing the goes against your own values? They talked about communication as a powerful tool that can shape perceptions. Inspire action and create new consumption. By using our expertise and resources, those of us in the creative industry have an opportunity to influence change and promote solutions.
In the second Panel Discussion, moderated by Jhelisa Panfred, the panelist talked about consumerism and circularity. Another inspiring duo (Jasemen Nassab & Daan van Apeldoorn) talked about brands that do good or don't. We dove right into the topic 'the donut economy'. Daan gave an insight how brands can become a B Corp . And how brand can contribute to climate change.