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“THESE EXERCISES OF IMAGINATION SHOULDN’T BE UNFAMILIAR TO CREATIVES. THE GENIUS OF THE CREATIVE INDUSTRY LIES IN THE POWER OF OUR IMAGINATIONS – TO IMAGINE NEW WORDS, NEW WAYS OF THINKING”

reimagined if any meaningful change is to stick, but it’s particularly tricky. Because that sphere constitutes the very systems, structures and institutions upon which society rests.

Some of these systems may seem benign to most people – traditions such as Christmas and heteronormative marriage, for example. Others are much more obviously sinister – white supremacy and patriarchy. And then there’s capitalism.

These issues are complex and interconnected, and it would take many more articles to lay it all out. But in the interest of brevity and emphasis: it is poor women of colour who suffer the most harmful effects of white supremacy, patriarchy and capitalism. And it is poor women of colour who will suffer the most harmful effects of the climate crisis.

harmful effects of the climate crisis.

All these systems contribute to and exacerbate the climate emergency in ways

All these systems contribute to and exacerbate the climate emergency in ways that we must understand and address as a matter of urgency. Unpicking, unlearning and reimagining a world without them is slow but important work – and the third great brief.

To counteract systemic disadvantage, we must understand and spread awareness of these deep-set systems, explain their consequences, and explore and express their alternatives with all the creativity, patience and hope we can muster. These three spheres and their associated briefs are important, complex and challenging, but they shouldn’t be daunting.

This art of possibility, these brave exercises of reimagination, shouldn’t be unfamiliar to creatives. It’s our stock and trade, after all. The genius of the creative industry lies in the power of our imaginations – to imagine new words, new ways of thinking.

Since humanity cannot solve any of its existing problems with the same thinking that created them, our industry has its hour, or rather its decade. We have to engage fully, quickly and selflessly to dismantle old behaviours, values and systems, and to pry open new possibilities. To build a bridge from the world as it was to a reimagined world that must be.

Because, firstly, we’re not starting from a standstill. Pre-pandemic, many great minds across the realms of government, business, academia, activism and media have been engaged in this wide-scale reimagining exercise for many years, and the changes have begun. And, secondly, because this is our training, our discipline.

have been engaged in this wide-scale reimagining exercise for many years, and the changes have begun. And, secondly, because this is our training, our discipline. now is exactly what we do. 1

Each of us should feel a great measure of responsibility – and no small measure of excitement. Because what’s needed now is exactly what we do. 1

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