Creativity has always played a vital role in the evolution of the human species. It has allowed us to face problems throughout history and develop tools and solutions for each of them.
But creativity is not just a resource for daily survival or a characteristic intrinsic to the advertising and communication sector; creativity provides highly diverse solutions in different fields, such as one that is close to us at ROSAPARKS: social innovation.
The EU has stated on several occasions that innovation will be social or it will not be at all. Well, without creativity there is no innovation, which leads us at ROSAPARKS, Brands with a Purpose to champion and promote creativity as the driving force behind innovation and the transformative change in the economy and social sectors.
And if transformative change is necessary to achieve the sustainable world envisioned in the 2030 Agenda, those who can help bring it about are brands with a purpose and consumers, who are increasingly activist in their purchasing habits.
If brands wish to be transcendent and relevant to their consumers, creativity is the tool they must rely on, and not just creativity in their storytelling, but in storydoing. And that is where ROSAPARKS brings a distinctive perspective to the activation of brand purpose through creative projects with a positive impact.
There is no doubt that we are living in a time of social transformation on a planetary scale, that we need answers to the challenges posed by social and environmental sustainability, and that, in the decade of action, at ROSAPARKS we will continue to champion creativity as a key element in fulfilling the 2030 Agenda.
Caty Guzmán Rodrigo, co-founder of ROSAPARKS, has reflected on purpose-driven creativity and other issues for Corresponsables. You can read the full article here.
