Richie Manu (Letters, DW 19 May) is being a little naÃ¯ve to think sustainability, fuel efficiency, waste reduction and social responsibility will easily become a natural part of the design process. He seems to conveniently forget that there are countless advances and innovations that failed commercially because their intended audience did not see they had a problem worth solving.
Global warming is the biggest issue this planet faces and seems to be suffering a similar fate: the vast majority of businesses will not invest in sustainable solutions until they are convinced that there is a problem that has to be solved. The challenge for the creative community is how to deliver more accessible, exciting and everyday environmental solutions that will convince the mainstream this is an urgent problem and one we can all help solve.
For example, any product, service or communication can be assessed for its carbon dioxide emissions – those that cannot be reduced can be offset to neutralise their impact.
Intelligent Marketing is helping Future Forests to promote this Carbon Neutral offering to its clients and to the creative community at large. The programme is a simple way for individuals and companies to reduce their carbon dioxide emissions and help protect our climate.
If commerce is going to drive innovation it needs to demonstrate value.
It’s a slow process convincing British business of the (brand) value of environment.
We need to get the environmental bandwagon rolling, before it’s too late.
Andy Maxwell, Creative director, Intelligent Marketing, London NW1