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CreativeDigitalFeaturedOpinion

“Sustainable content creation is an obligation, not an option”

"It’s important that we align brand narratives with environmental concerns, showcasing how sustainable content creation is not just a trend but a strategic imperative," says CNN Create's Martin Laing.

Sustainability is now widely designated as a priority in many aspects of daily life. We can see this in the world of business, where findings from CNN’s recent Business Decision Makers’ Mindset study show that 61 per cent of business leaders have changed or plan to exit partnerships with suppliers due to poor ESG practices. We see this in government action, such as the UAE extending the Year of Sustainability into 2024 with a focus on policies around sustainable consumption and conservation as well as climate action. And we see this in our own daily lives, whether this is through increasing our household recycling or making our food choices based on their environmental impact.

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