I’m heading up a new Sustainability Strategy unit at Fallon, a major London advertising agency, and the people behind the Cadbury gorilla and Sony’s bouncing balls, among other things. I’m trying to bring the creative power of the people we’ve got here to bear in the most constructive way possible – to my mind, that doesn’t mean telling people to switch the lights off, or selling slightly less unsustainable products in the same old ways. It’s about inspiring a genuinely sustainable future.
We’ve done some work on seasonal food and one or two other things so far, but we’re more excited about what’s to come than what’s been.
Finally, I’m attempting to complete the world’s first Eco Ironman triathlon, with the aim of raising as much money as possible for a real Identity Campaigning charity called the Wilderness Foundation, who work to develop connectedness with Nature among under-privileged young people in the UK and Africa. You can follow my progress here.
