Creative Solutions to Wicked Problems – Event Summary

Summary of our GlobeScan-M&C Saatchi LIFE radical collaboration event

Today’s big sustainability challenges are often called ‘wicked problems’ – complex, interdependent and without simple solutions. That’s why GlobeScan has been collaborating with M&C Saatchi LIFE, the strategic advisory firm, to bring together our networks and help accelerate positive change. Our first session was about sharing practical examples of radical collaboration, powered by creativity.

This was an energised gathering and panel discussion in London around the opportunities radical collaboration brings, followed by a great discussion with the collected expertise in the room.

This led to three headlines for effective collaboration:

  • Empathy, inclusion and humility – Understand the practical and emotional needs of collaborators. Bring the people who are most affected into the room, so we don’t design for them without their input. Recognise that there are no total sustainability experts – true and deep expertise rests in the network and collaborations.
  • Creativity and pragmatism – Balance the tension between bringing in the excitement to break through to new solutions, while keeping focused on the common aims we are trying to solve when collaborating, so we don’t innovate for the sake of innovation.
  • Speed and scale – Act bigger and faster given the challenges we face. Do not wait for partners and plans to be perfect before starting. Instead, pool resources in shared research and activation to find new ways forward, testing and building to amplify impact.
Download the Summary Report

The report also shares highlights of the discussion and expert speakers such as:

  • Exploring the challenges faced by overwhelmed citizens – where companies can help guide and work with consumers, and where they need to avoid putting the burden on people and start collaborating with governments on better policy.
  • Hearing from Kate Norgrove, Director Advocacy & Campaigns, WWF-UK, about bringing together a Commitment for Nature from national retailers to tackle biodiversity collapse. And in the process finding new ways to balance competitive companies and independent NGOs while creating rapid progress.
  • Monika Oomen, VP Brand, Communications & Digital Content Strategy, Kids EMEA Warner Brothers Discovery, speaking about the exciting Cartoon Network Climate Champions initiative, empowering kids to overcome climate anxiety and engage their families on the positive steps they can take together.
  • A powerful case study from Hilary Berg, Head of Strategy at M&C Saatchi LIFE & former Head of Sustainability at Iceland Foods about how Iceland has developed a model of ethical and fair credit for its customers who have faced difficulties with the cost-of-living crisis, to enable them to afford to feed their families while avoiding dangerous illegal money lenders.
  • Sarisher Mann, Global Head of Sustainable Finance Communications & Marketing, BNP Paribas CIB, speaking about her fascinating research expedition working with a range of climate experts, and her founding of the Sustainable Alpine Tourism Initiative (SATI). With many lessons along the way on the power of listening and the danger of sustainability ego.

We plan to run more of these events to bring together the power of peer expertise, so if this raises any questions for you, or you have any ideas for what you’d like to hear from these collaborations, email

Sign up for our next event here.