From the compostable coffee cups we drink our flat whites out of to the solar panels on our office roofs, environmental sustainability is demanding a radical rehaul of production processes, consumption patterns and our way of life.

It’s easy to see the impact of this on the advertising and marketing industry: no brand today can shy away from investing in campaigns about sustainability and creative agencies are more than happy to jump on a climate change brief, especially if it can translate to a chance at impressing a Cannes Lions jury.

Which is why it is baffling to me how our industry is somehow completely unaware of another sustainability battle that we need to wake up to, one that could make or break the future of advertising agencies: creative sustainability.