In all the debate about a new responsible revolution – in the articles, on the blogs and on the bookshelf, what has been sorely lacking is the call for creative communication. I missed the confidence, the firm belief that we as the communications industry can make a real world-changing difference. I can’t help pushing for this again and again. We can solve these worldwide problems in a responsible, sustainable and engaging way. Not only do we know the market and the consumers, we have an abundance of skills that we have used to beg, cajole and convince consumers to buy things they may not particularly need.