Through evolution, humans have reached an unrivalled position as the dominant species on Earth. Yet paradoxically, our success has brought us to the brink of ruin. In recent decades, the consequences of mass consumption have grown ever more glaringly obvious. Humanity faces enormous challenges. Today we must dramatically reduce emissions to slow down our impact on the climate. What can we do to solve a problem that we have essentially created ourselves?

Transparency is of fundamental importance. We have to identify and fully understand the problems we need to solve. New technology will be an asset in this regard, not a liability. And creativity will be decisive, accelerating our ability to change course from destructive models to a new, sustainable future.

The communications landscape is currently undergoing radical change as a consequence of a global transition. The democratization of algorithms and technology is creating friction as new models emerge, challenging the established ones. The accelerating success of digitalization has dramatically increased both the range of products available and our rate of consumption in ways no-one could have predicted. Never has the path from idea to finished product been so short and direct. Yet these changes are being challenged by contemporary demands for transparency, with companies expected to be clear about how their operations are affecting the planet. Profits must be weighed against emissions, and companies have to report their ability or inability to achieve emissions goals. This affects share prices, and investments are being redirected towards sustainable models. 

New data sources are creating new information and new opportunities. When all commercial activity is translated into zeroes and ones in order to optimize production, it also makes environmental impact measurable. Data from commercial interests thus facilitates transparency and enables us to measure the impact of business operations and production with great precision. Climate impact statements are increasingly commonly available for products, and are already becoming an essential factor in consumer decisions. Understanding long-term effects, both negative and positive, will certainly change our consumer behaviour dramatically.

Humans are in a good position to design new production processes and change consumption patterns in order to achieve sustainability. Algorithms and data-driven insights will enable us to accelerate the transition. Today, public discourse on artificial intelligence is dominated by its risks – but artificial intelligence may also provide effective new tools that will eventually revolutionize our decision-making, both as individuals and as a society.

We need to promote transparency and work towards comprehensive changes in our understanding of consumption and well-being. In a transition like this, communication will play a decisive role in shaping attitudes and justifying new behaviours.

Creatives are the people best suited to navigating a period of uncertainty and challenging issues. But understanding a problem in depth is like learning a new language – which we can then translate into valuable ideas. We must take the time to delve deeply into the problem in order to build new foundations and identify concrete solutions. We also need to establish a greater sense of responsibility, turning the issue into a project shared by companies and consumers. Then, through a shared ambition to prioritize transparent, sustainable models, we can secure the future of the planet for coming generations.

Historically, people have often been at their most innovative when they are under threat. For good or ill, conflict seems to inspire the greatest technical advances. Penicillin, canned food and the microwave oven are all examples of creative solutions developed in the shadow of conflict. Today we find ourselves in a very unusual conflict: one with our past and its unsustainable models. We need to acknowledge that it is our very capacity for innovation that helped create the threat we are now facing, yet have the courage to believe that that same capacity for innovation carries the potential to create a brighter tomorrow. This is the most important job of our time.