Green is no longer an idea that will hinder companies, it is an essential component of a corporate plan.

As businesses and brands wake up to changes in consumer behaviour and strive to play an active role in delivering positive social change, creativity has a more critical role than ever. Hampering this, however, is the fact that ‘sustainability' has historically had a hard time in the boardroom. Well, not any longer.

It's easy to fall into the traditional trap of thinking that any call for the creative industry to be more responsible or sustainable is based on a moral argument.

Whilst worthy and true, forget morality. Acting sustainably as a business is now a hard and fast survival imperative. We have thrown our lot in with the free market, and the future of a business is dependent on its success as a global competitor.

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