What if the secret to solving the world's most pressing environmental challenges lies not just in new technologies or policies, but in our ability to think creatively?

Today, as we grapple with issues ranging from climate change to resource depletion, the demand for innovative solutions has never been greater. The World Economic Forum identifies creative thinking as the most crucial skill for the future, positioning it alongside analytical thinking, resilience, and flexibility, and yes even AI. These skills are not just advantageous; they are essential for rethinking and reshaping our approach to the wicked problems we face. Creativity is not just a tool of self expression or to sell more ‘things’ for business, it has the power to transform and enable us to do things differently. 

Creativity and Systemic Change

Creative thinking drives sustainability beyond traditional approaches, encouraging a reimagining of systems and processes. This mindset is vital as it challenges the status quo and fosters innovative solutions that are not only effective but also sustainable. It provides us this window into new ideas, new ways of thinking and doing, new ways of being. As Albert Einstein famously once said

"We cannot solve our problems with the same thinking we used when we created them." 

The World Economic Forum's 2020 Future of Jobs Report highlighted that 94% of business leaders now expect employees to pick up new skills on the job. This shift underscores the growing importance of adaptability and creative problem-solving in today’s workforce. IN fact most professionals - 71% to be exact - believe that creative thinning should be taught in the classroom environment just like science and math. In 2023 the same WEF report ranked Creative Thinking at the top of the list of skills required for the future. That is no accident. Creative thinking is THE essential skill for problem solving for sustainability and navigating the future we're stepping into. And the great thing about creativity – we all have the creativity muscle – we just need to use it.

Creative thinking compels us to question existing assumptions. It asks us to explore alternative pathways that may lead to more sustainable outcomes. It is about seeing connections where others see divides, imagining possible futures, and generating ideas that weave into the fabric of our strategies and actions or stand on their own.

Influential Brands and Creative Impact

Consider Ben & Jerry's, a brand synonymous not only with flavourful ice cream but also with social justice and environmental activism. Their creative approach to business integrates sustainable practices with core company values, influencing both consumer behaviour and broader business ethics. Similarly, Patagonia has built its brand on creative and unexpected paths to put their message to the masses such as the introduction of the Worn Wear program, Don’t Buy this Jacket Campaign, and their move to make earth the only shareholder in the business. Bold moves pay off, for the environment. These examples demonstrate that smaller, newer entities and voices can indeed make substantial impacts if they think differently.

The essence of their creativity isn't confined to profit-making. It's about crafting a vision that extends beyond the commercial application. Creativity is a tool that is wielded responsibly.

In a survey conducted by IBM involving 1,500 CEOs across 60 countries, creativity was identified as the most crucial factor for future success, surpassing even management discipline and integrity. This underscores the shift towards valuing innovation and creative problem-solving at the highest levels of leadership. Creativity is an essential tool for leadership, for teams, and for solving our wicked problems - we just have to embrace it more holistically. 

The journey towards a sustainable future is intertwined with our capacity for creative thinking. As we face increasingly complex environmental issues, the solutions will likely emerge from those who dare to think differently. By nurturing creativity at all levels of society and organizations, we can transform our interactions with the planet, creating a sustainable legacy that benefits both current and future generations.