Happy Earth Day! The increased recognition that climate change is a global threat to the continuity of the world as we know it now has led to a rapid spread of a green-conscious culture. Artistic fields have not been left behind.
Creatives are not only using their art as a medium to spark conversations on the apparent reality of environmental degradation but are also centering sustainable practices in the execution of their craft. From artists adopting nature as an actual material they create with to fashion designers repurposing waste to produce clothes through upcycling; interior designers opting for green materials and energy-saving devices in the spaces they curate to musicians rejecting traditional music tours for green tours that mitigate high carbon emissions.
The application of an eco-friendly approach to the execution of your craft may seem daunting. This is expected, especially in climes where businesses and corporations relentlessly prioritize profits at the expense of the environment. But contrary to many misconceptions, protecting the earth is a catalyst many creatives have employed to build successful brands. Perhaps the greatest merit of sustainable development lies in ensuring that the earth can meet the needs of this present generation without impacting its ability to do the same for future generations. Yet, there are less practical, more immediate benefits that await artists who center sustainability in their artistic practice.
As the world grapples with the aftermath of the Covid-19 Pandemic, humanity has been compelled to reckon with the systems we have upheld and the choices we make. One of them is, unethical consumption. Interestingly, a study reveals that in 2022, almost 90% of Gen X consumers would be willing to spend extra money on sustainable products, a staggering rise from 34% in 2020. By integrating sustainable practices in your artistic pursuit, you are at the forefront of catering to an emerging market of customers who value environmentally-friendly practices and will readily give their coins to a business that has proven not to bring additional harm to the environment
Going green is increasingly being recognized as a corporate social responsibility. Fulfillment of this responsibility makes you more appealing to your target market, thus, bestowing upon you a competitive edge in whatever field you create in. This contributes to a huge boost in your brand image as well as customer loyalty to your brand. A survey shows that 84% of online consumers in the U.S and U.K would stop buying a brand with a poor environment track record. Chances are, a constant application of eco-conscious decisions in your artistic practice will draw more clients to you. Creatives can use this to their advantage to create and sustain a steady base of customers that they can eventually convert to repeat customers who are unarguably profitable.
Will you spend a little more on products or services created eco-conciously?
- Why not?
- Nah, I rather save my coins
Focusing on sustainability as you create is an incredible and often overlooked way of reducing your biggest overhead costs. Eco-decisions are cost-effective. How? Adopting energy efficient measures like using less water and electricity helps you save money. Recycling and upcycling materials that would ordinarily be disposed of helps you save money. Reducing air travel by holding conference phone calls instead of physical meetings helps you save money. And these are only but a few scenarios where sustainable decisions are smart financial decisions. In addition, there are several grants, tax relief, and subsidies being offered to businesses that center sustainability. The increased demand for products that are created sustainably and centre sustainability means more profits for businesses as well as the acquisition of financial incentives from certain bodies. This is a win-win situation for creatives.
A failure to prepare, is preparation to fail. Climate action legislation expands with each passing day as governments and industries enact specific green policies. Sustainable action in your artistic pursuit will save you a ton of money and time that will otherwise be spent on restrategizing or worse: lawsuits, when these environmental policies become unavoidable. For example, the UK’s Ten Point Plan has put recommendations in place that will affect workplaces, so ensuring your studios are energy-efficient now is a good way to avoid having to play catch up.
There is no better time than now to discover the numerous ways you can make sure your creative pursuit not only brings joy to you personally and fans of your craft but also the natural environment. After all, the earth is the home you create in. The earth is where your art flourishes.