Unlock New Opportunities for Thought Leadership with SB Webinars

UNESCO Spotlights What Our ‘Next Normal’ Should Look Like

UNESCO’s new campaign asks us to question our ideas about what is normal, suggesting that we have accepted the unacceptable when it comes to our environment, economies, public health and societies for far too long.

While fears about the health of our financial future are top of mind, as the COVID-19 pandemic continues to cripple major economies — including the US’ — many of us are also concerned that a rush to get “back to normal” will erase some of the truly significant social and environmental gains brought about by the pandemic.

A new campaign by UNESCO (the United Nations Educational, Scientific and Cultural Organization) — which was founded due to a post-World War II conviction that that unprecedented conflict could give rise to a better, more united world — aims to reinforce the need (as the pandemic itself has done) for us as a species to slow down, take a breath and really consider the best ways to move forward in a post-pandemic world.

Yes, there has been egregious mishandling of response to the virus in various countries and states; and some outrage over how guidelines around masks infringe on personal freedoms — but, in large part, people around the world have showed solidarity during the crisis and have seen the value in enhanced cooperation for helping to build a better future. And many businesses pivoted in real time to help fill emergency needs around the world. But as the world begins to emerge from the pandemic and “get back to normal,” we can’t forget about the clearer skies, cleaner water and solidarity that have emerged from us taking a collective pause.

UNESCO’s “The Next Normal” asks us to question our ideas about what is normal, suggesting that we have accepted the unacceptable when it comes to our environment, economies, public health and societies for far too long.

The campaign is part of a wider effort by UNESCO to reflect on the world to come — through initiatives such as the UNESCO Forum, a laboratory of ideas bringing together prominent thinkers; the Futures Literacy Network and more.

Read more about UNESCO’s work to rebuild a better world …

Upcoming Events

Thursday, November 14, 2024
SB Member Network Discussion Group: From Brand to Brand
Member Event
More Information

December 11-12, 2024
SB Member Network: Shifting Customer Behavior and Demand December Member Meeting
Member Event
Sponsored by Amazon
More Information

March 18-19, 2025
SB'25 Tokyo Marunouchi
More Information

Related Stories

6 Big Sustainability Storytelling Myths — and How to Flip Them MARKETING & COMMUNICATIONS
6 Big Sustainability Storytelling Myths — and How to Flip Them
Tony’s Chocolonely, Washington Post Give Chocolate Lovers ‘Food for Thought’ MARKETING & COMMUNICATIONS
Tony’s Chocolonely, Washington Post Give Chocolate Lovers ‘Food for Thought’
Climate Uneducation in the US, Part 4: Educating the Educators MARKETING & COMMUNICATIONS
Climate Uneducation in the US, Part 4: Educating the Educators
Zillow to Offer Climate-Risk Data on For-Sale Listings Across the US MARKETING & COMMUNICATIONS
Zillow to Offer Climate-Risk Data on For-Sale Listings Across the US
Monitoring Media: Reining in the Broader Impacts of Brand Communications MARKETING & COMMUNICATIONS
Monitoring Media: Reining in the Broader Impacts of Brand Communications
More Travel Offerings Highlighting Interinfluence of Climate Change and Tourism CONSUMER BEHAVIOR CHANGE
More Travel Offerings Highlighting Interinfluence of Climate Change and Tourism