Creative Economy: A Feasible Development Option

cines, health supplements, and herbal beauty and toiletryproducts, was worth an estimated $62 billion. 88 Many countriesrich in biodiversity are gold mines to this industry;national and international policies must ensure biodiversityconservation and equitable trade in natural products. Manybusinesses in this industry are supportive of such policies, astheir profitability depends on community partnerships notonly to produce but also to safeguard local natural ingredients.A growing number of companies under their socioenvironmentallycorporate responsibility schemes are committedto upholding the highest environmental standardsthroughout their supply chains by sourcing most of their rawand base materials worldwide from small and large farms,cooperatives and cultivation projects. Some are working withcommunities, universities, governments and non-governmentalpartners, to ensure the sustainable harvest and organicgrowth of its ingredients. Fair prices, long-term contracts,and educational, ecological and social support ensure successfulbusiness partnerships.C. INFORMATION AND COMMUNICATIONTECHNOLOGIESOf critical importance to the global climate and economyare information and communication technologies(ICTs) that are proving to be net energy savers. In a reportreleased in February 2008, the American Council for anEnergy-Efficient Economy found that for every extra kilowatt-hourof electricity demanded by ICT, the U.S. economyincreased its overall energy savings by a factor of about 10.The study emphasizes the growing role of ICT applicationsin enabling new high-tech products and services, as well asspurring new investment and new ways of delivering energyservices. Smart energy policies at the national, state and locallevels should maximize energy efficiency and promote theadoption of ICT applications that can reduce energy consumptionand increase energy productivity in households,businesses and industry. 88Energy efficiencyIn addition to the ICT industry, eco-fashion and ecotourism,90 other creative-related industries are also engaged inachieving energy and water efficiencies with businessmethods that capitalize on human creative work instead ofelectricity and through the use of green buildings and facilities.The natural health and cosmetics industry in particularrealizes the impact of climate change on their business. Forexample, Natura Cosmeticos launched its Carbon Neutralproject in 2007, adopting an energy reduction target of 33per cent per kilogram of product. In December 2009 at the15th Conference of the Parties of the United NationsFramework Convention on Climate Change, NaturaCosmeticos announced its participation in WWF’s ClimateSavers program, committing to reduce its operational emissionsby 10 per cent by 2012, with 2008 as the baseline.Through a partnership between Natura Cosmeticos andWWF-Brazil, the WWF Climate Savers program is inauguratingits national branch in Brazil. 91D. THE POWER OF THE MEDIAOver the past 10 years, there has been a real changetowards more conscious behaviour, mainly due to the influencefrom the media, including social media and the Internet.From newspapers, magazines, and books to blockbustermovies, blogs, and You Tube, the message that our globalenvironment is in peril because of abuse and destruction ofour natural resources has come across loud and clear.Consumers are becoming better educated and seek out certifiedorganic and environmentally sustainable products.Businesses of every size, including multinational corporations,are realizing more and more that their success dependson healthy environments and communities. Some companieshave made protection of the environment, biodiversity andcommunities an integral part of their business models. Othermultinational companies are working with internationalNGOs to help reduce their environmental impacts along thesupply chain and support the local communities on whichtheir business depends. Many other companies lend financialor in-kind support to environmental organizations and projects.All of them advertise their environmental credentials topersuade consumers to purchase their products. Advertisingdoes not have to be at the end of a company’s effort to earnsupport among environmentally conscious consumers; it canbe the beginning. A concrete example of a creative mediacompany that is turning advertising dollars into environmentalbenefits is described below.2The development dimension88Export-Import Bank of India (2003).89American Council for an Energy-Efficient Economy (2008).90Air travel to eco-destinations remains a significant carbon emitter; however efforts to offset carbon emissions are increasing.91WWF Brasil (2010).CREATIVE ECONOMY REPORT 201069