How the creative industry can challenge greenwashing
Learn how the creative industry can properly award work that aims to make a difference in this exclusive excerpt from a D&AD Masterclass
“If people are having to judge work that is in green categories, how do they know that the KPIs that are being suggested are actually effective?” asks Gabi Kay, Founder of non-profit Green The Bid, which supports the advertising industry in shifting to sustainable practices. Here, Kay tells us that one way to start the conversation around how a product is going to make a difference in the real world is by first understanding if the KPIs set by an organisation actually drive the impact required.
“I think there’s an avenue here (for) the academic community and scientific community and creative community to start discussing it together, so that we as the creative end of the industry can feel confident in the choices that we make,” she says. Watch this exclusive excerpt from D&AD’s online on-demand Masterclass to learn more about what the creative industry can do to challenge greenwashing.
D&AD’s on-demand Masterclass ‘How to be sustainable in advertising and production’ will help kick-start your journey to embed sustainability into production processes for design and advertising. More information and sign-ups here. You can also explore more online courses here, as well as upcoming in-person and online teaching here.
D&AD Impact celebrates creative ideas that are driving the UN's 17 Sustainable Development Goals.