Sustainability is increasingly seen as the only way out of our pressing ecological problems. But what if the very concept of sustainability is part of the problem rather than the solution? Why would we want to sustain the current natural order, or restore it to a past state? We want to improve the way we interact with our ever-changing natural environment. Human beings are primed and hard-wired to invent and develop. Creativity is key to making a world in which all of us can flourish. We propose moving beyond sustainability to a vision of green creative entrepreneurship.
How do you make money doing good? The societal assumption is that making a profit and doing good sit on the opposing ends of the spectrum, and it is a theory that pervades our culture. In capitalism, one must choose between profit and doing good, but not both. We choose to challenge this way of thinking and argue that creative leadership must be able to find a way to combine the two.
Creative activity surrounds us: hordes of teenagers have morphed from TV-addicted couch potatoes into YouTube movie makers. They have produced a stupendous amount of footage, ranging from silly cat videos to Lego movie remakes, from tutorials to video blogs. YouTube has become the global expression channel for everything silly, sordid, painful, hilarious and useful in our world. This is the paradigm shifting from Consume to Create.