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LIMITED
FUTURES
All or Nothing Digest #3
Curated by Associate Design Director, Amber Goedegebuure

WHAT CHANGES IF WE STOP TRYING TO CONQUER ALL?

Limitations are, generally speaking, seen as a bad thing. Advertising constantly tells us to reach past them, to break through them, to shatter them. To always reach for the next thing, and that what we have is not enough. That we need better, more, and more often. But… do we? 

As a team, we’ve been thinking about limits in a different way. We’ve spoken a lot about what we can achieve within limits. In our day-to-day there are obviously limitations to our projects (budgets, deliverables, timeframes), but let’s think bigger. What happens when we focus on working within the limits of what the planet can support? What would happen if our society looked at the economy differently (like Kate Raworth’s ‘Donut Economics’ approach) or if we embraced a recycling system that actually works? 

You could say that as a developed world we’ve gotten pretty good at taking. Taking money, habitats, time; the list goes on. But: where there’s a problem, there are usually very clever people turning adversity into opportunities and coming up with interesting solutions that won’t be at the expense of the planet or other people. Those ideas are the good ones, the big ones, and even more specifically: ideas from (and for) the types of people our planet really needs more of. 

Ideas like that are a reminder that we can thrive and contribute at the same time. That’s not only important to me, but also to our future. As a whole, our society has demonstrated how quickly we can pivot. Covid—and the way we’ve all had to respond to that—is proof of it. While not all changes were positive (working from bedrooms, anyone?), it shows that we can make big changes that are a bit uncomfortable—when we’re backed into a tight corner.

These big ideas and opportunities are everywhere. And while sometimes it’s easier to be overwhelmed by all the difficult things happening around (and to) us, it’s good to look at the half-full version as well.

People can be pretty incredible, pretty stubborn, but also pretty damn intelligent. Below, you’ll find a collection of articles about those people embracing the limits thrown at them, and creating amazing things in the process. 

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