Sam Wilson, MD and founder of Syntiro Associates, says that
eventprofs need to show the new government that our sector is key to helping it deliver
change.
Labour have swept to power with the promise of change. If
they want to follow through and deliver against raised expectations, they will
need to embrace creative communications at the top table. This will be vital in
winning the engagement necessary for success.
We need the next government to see that we are not a
peripheral industry, we are core to making change happen. We mobilise and
amplify attitudinal and behavioural change. We are the missing piece of the
puzzle.
Progress in sustainability is happening too slowly – we need
to revolutionise the way people think and feel about how they show up in their
lives.
I would like to see the government tackle this head on and
call out creative communicators as being the essential influencers of change.
But I want to see us lead by example, getting our own house in order, and not
greenwashing. Greenwashing is a pressing issue for our industry, and we have a
responsibility to gear up and provide leadership for our clients.
The thorny
issue is that many people in the industry think they are compliant, when they
are not. I’ve seen Impact Reports without any strategic context, people using
meaningless words like ‘eco-friendly’ or ‘biodegradable’ or ‘save the planet’
and there are more nuanced risks such as companies just focusing on carbon when
there are more pressing material issues.
The creative industry has a huge opportunity to be the
drivers of meaningful and measurable change, and tackle greenwashing by
ensuring technical and linguistic accuracy across all brand communications.
It’s time to step up and help drive this change from within.
