Due to the bias of my upbringing, slipping advertising and sustainability into the same sentence seems like a complete contradiction. Take a step back, however, and it is not so different from the emerging conversations in disciplines like architecture and industrial design. All design disciplines in some way have contributed to the problems we currently face, and all professional practices are looking for ways of remaining relevant in a changing world.
Robin Uchida, a brilliant mind who is part of Torch Partnership was telling me today of advertising agency Saatchi & Saatchi’s move into the strategic sustainability realm through establishment of a new arm; Saatchi & Saatchi S. Listening to how they position themselves casts the advertising agency in a different light. Pay attention to their language:
Saatchi & Saatchi S is a full service strategy and communications firm focused on “activating companies for good.” We believe that engaged, inspired, and values-driven employees are the foundation of sustainable companies and innovative brands.