Creative agencies have tremendous power, as they shape much of what we call 'the collective dream': our shared set of aspirations that drives society as a whole, and consumer behaviour in particular.
Today's dream, rooted in consumerism, has lost its validity. What would a better collective dream be? And how can agencies help create it?
9. they all tell the
same story
21 forever
physical success:
beauty, health
edges of law
moral success:
pushing it
rising star
professional success:
job, power
welcome to my
crib
financial success:
more stuff party on
social success:
extraversion
the good life:
‘living large’
10. universal human
values
theory of basic human
values, shalom schwartz
(1992)
unity with nature
protecting the environment
social justice
freedom
curiosity
creativity
humble
acceptance
moderation
healthy
social order
sense of belonging
social power
wealth
authority
intelligent
successful
influential
pleasure
enjoying life
self-indulgence
daring
novelty
excitement in life
true friendship
forgiving
responsible
stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
11. universal human
values
theory of basic human
values, shalom schwartz
(1992)
unity with nature
protecting the environment
social justice
freedom
curiosity
creativity
humble
acceptance
moderation
healthy
social order
sense of belonging
social power
wealth
authority
intelligent
successful
influential
pleasure
enjoying life
self-indulgence
daring
novelty
excitement in life
true friendship
forgiving
responsible
stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
self enhancing
society enhancing
12. stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
unity with nature
protecting the environment
social justice
true friendship
forgiving
responsible
freedom
curiosity
creativity
humble
acceptance
moderation
social power
wealth
authority
pleasure
enjoying life
self-indulgence
healthy
social order
sense of belonging
intelligent
successful
influential
daring
novelty
excitement in life
openness to change
desire for stability
theory of basic human
values, shalom schwartz
(1992)
universal human
values
13. stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
unity with nature
protecting the environment
social justice
true friendship
forgiving
responsible
freedom
curiosity
creativity
humble
acceptance
moderation
social power
wealth
authority
pleasure
enjoying life
self-indulgence
healthy
social order
sense of belonging
intelligent
successful
influential
daring
novelty
excitement in life
universal human
values
openness to change
self enhancing
society enhancing
desire for stability
theory of basic human
values, shalom schwartz
(1992)
14. stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
unity with nature
protecting the environment
social justice
true friendship
forgiving
responsible
freedom
curiosity
creativity
humble
acceptance
moderation
social power
wealth
authority
pleasure
enjoying life
self-indulgence
healthy
social order
sense of belonging
intelligent
successful
influential
daring
novelty
excitement in life
what the heart wants
vs. what the heart gets
openness to change
self enhancing
society enhancing
desire for stability
15. stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
unity with nature
protecting the environment
social justice
true friendship
forgiving
responsible
freedom
curiosity
creativity
humble
acceptance
moderation
social power
wealth
authority
pleasure
enjoying life
self-indulgence
healthy
social order
sense of belonging
intelligent
successful
influential
daring
novelty
excitement in life
what sustainability
could use
openness to change
self enhancing
society enhancing
desire for stability
16. stimulation
hedonism
achievement
power
security
tradition
universalism
self direction
benevolence
unity with nature
protecting the environment
social justice
true friendship
forgiving
responsible
freedom
curiosity
creativity
humble
acceptance
moderation
social power
wealth
authority
pleasure
enjoying life
self-indulgence
healthy
social order
sense of belonging
intelligent
successful
influential
daring
novelty
excitement in life
but: we see this all
around us!
openness to change
self enhancing
society enhancing
desire for stability
peer-to-peer
time well spent
basic income
body positivity
sharing economy
tiny houses
self production
17. by promoting a different kind
of happiness – the full value
palette – we automatically
create room for sustainable
lifestyles
18. today’s collective
dream
21 forever
physical success:
beauty, health
edges of law
moral success:
pushing it
rising star
intellectual success:
job, power
welcome to my
crib
financial success:
wealth party on
social success:
popularity
the good life:
‘living large’
20. criteria for the
new collective
dream
3.
degrades
materialism,
stimulates other
ways of need
fulfillment
2.
promotes norms,
values and ideals
that yield change
behavior and
sustainable behavior
1.
more attractive
and promising:
more happiness,
less guilt
novelty à caring
indulgence à modesty
convenience à perseverance
perfection à learning
powerlessness à agency
competition à generosity
bigger is better à human scale
26. the good life:
‘a fulfilling life’
signs of life
physical success:
honesty
thoughtful
choices
moral success:
moderation
the practicing life
professional success:
meaningfulness
a full house
financial success:
generosity time for each
other
social success:
relationships
what success
can also look like
35. sustainability isn’t about recycling.
sustainability is part of something bigger:
of growing into a different society, with a
different economy and a different culture.
one in which we keep our living
environment healthy, but primarily one in
which people are happier.
“
”
reframing
sustainability
