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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

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Home News

Anne Marie Brady: Time to Take Responsibility

It’s time to do something – not just to accept the consequences of what others do

22/05/2019
in News
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

On Sunday, May 26, at 12.30 pm, a lecture titled “Positioning Norway as the Leader of Sustainable Development” will be held at the Museum of Science and Technology, as part of the SHIFT conference, within the framework of the Mikser Festival 2019.

The aim of the lecture is to inform about the practice of sustainable business through an example of Norway – the global pioneer of sustainability – and the lecturer is Anne Marie Brady, executive director of the Scandinavian Design Group agency that operates within the I&F Grupa.

Free registration can be made by logging into the Mikser Festival site, and more about the lecturer is available here.

Below you will find what Anne Marie thinks about the responsibility we all have towards sustainable development and how the creative industry can contribute to this area.

 

The road to a more sustainable everyday life is long and demanding. In Norway, we often talk about regulating material selection so that products are less harmful to the planet.

We limit the use of harmful materials, recycle what can be recycled, use air blocks to limit city traffic, and subsidise zero-emission cars. In this way, the government, businesses and regular people do their best to achieve the UN’s climate goals together. But if we remove the “sustainability element”, the truth is that none of these measures, nor their results, are very attractive in the eyes of the consumer. Often, “sustainability” is the only thing that differentiates a brand. Is that good enough? Shouldn’t sustainable products and services be at least as good as those that are less sustainable?

The opportunity to contribute to sustainability has increased. We participate in workshops on circular business models, run innovation processes, and talk about the UN’s sustainability goals. All of this helps raise awareness and increase our knowledge of sustainability. But there is still a distance between words, actions and impact.

Workshops with Post-Its, knowledge maps and positioning exercises are good tools, but these good ideas are often far from our day-to-day businesses. Our aim is to go from thought to action; from design thinking to design doing. We strive for a stronger focus on what we can accomplish today. We take steps to increase the competitiveness of the brand and create profit in both the short and long term. This is our responsibility.

There is also a clear purpose. Designers control the experience of using different products and services. Designers can turn business plans into products for consumers, through the development of new concepts and by designing deep brand experiences. Design adds value to products and is a key differentiator for consumers. We have a real impact on Norwegian consumers and businesses. With that influence comes responsibility.

We must use that responsibility for something that’s more important than ourselves. The design profession has to work with a multifaceted business sector, so there are many solutions for sustainability. However, it’s too lazy to transfer the responsibility to consumers when it comes to keeping up to date with the benefits of unified value chains, biodegradable and recycled materials, or how digital solutions can replace physical ones. We designers work on the side of the public and represent the voice of consumers.

Just as design is more than shape and colour, sustainability has expanded to deal with more than just environmental protection. The UN’s Sustainable Development Goals include poverty, gender equality, energy, peace work, environmental work, innovation and education. Within all these areas, we need attractive, differentiated and well-functioning brands. In order to do that, we obviously need to work on innovation, but perhaps – most importantly – we need to improve the products and services that are already on the market. At Scandinavian Design Group we have embraced Goal No. 17, “Collaboration to Achieve the Goals”, and seek to develop good partnerships across national borders, the public and private divide, and organisational life. It’s time to do something – not just to accept the consequences of what others do.

The text was originally published in the CorD Magazine

Tags: I&F GrupaMikser FestivalScandinavian Design GroupSerbiaSHIFT Conference
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