The article discusses the concept of "Net Zero" as a powerful framework for creative thinking and problem-solving in the context of climate change. Sophie Morice, a Global Brand Experience Associate at Reckitt, highlights the pervasive sense of paralysis that individuals and businesses experience when confronted with the overwhelming challenges posed by climate change. Many people feel helpless, and businesses often find themselves stuck in a state of "greenstalling," where they struggle to make meaningful progress toward sustainability goals. Morice emphasizes the critical role that creative thinking plays in addressing these complex issues. She argues that the urgency of climate change can serve as a motivating deadline for creativity, suggesting that the climate emergency itself can be viewed as the ultimate creative brief. This perspective encourages designers and creative professionals to approach the challenge with a mindset that inspires hope and collaboration, rather than merely focusing on metrics and targets. A well-crafted creative brief should not only outline practical goals but also provoke thought and inspire action. Morice suggests reframing the objectives related to climate change to emphasize collective responsibility and empowerment. For instance, instead of simply stating the goal of reaching net zero by 2050, a creative brief could challenge stakeholders to inspire hope and foster a sense of shared accountability. Engagement and collaboration are also crucial components of an effective creative brief. Morice advocates for involving diverse perspectives in the design process, ensuring that all stakeholders feel heard and accountable. This collaborative approach can lead to more impactful solutions, as it encourages a broader understanding of the challenges and opportunities related to sustainability. The article also highlights the importance of framing the climate change challenge in relatable terms. By articulating objectives that resonate with both businesses and individuals, such as balancing economic growth with sustainability, the creative brief can help clarify the path forward. Morice points to examples like Patagonia, which has successfully reframed its mission around environmental responsibility, demonstrating the power of language in driving change. Furthermore, the human element is emphasized as a vital aspect of the creative brief. Morice argues that the dialogue surrounding net zero often overlooks the real-world implications for people. By centering the conversation on human experiences and challenges, designers can create solutions that resonate on a deeper level. Historical examples, such as UNICEF's partnership with Pampers, illustrate how focusing on human truths can lead to meaningful change. In conclusion, Morice advocates for using the framework of a creative brief to keep the human impact of climate change at the forefront of discussions and actions. By embedding humanity and emotion into the design process, creative professionals can contribute to a shared vision for a sustainable future, ultimately making a significant difference in the fight against climate change.