Trevor Robinson OBE, Founder and Executive Creative Director of Quiet Storm, reflects on the next wave of activism and warns brands that hide behind superficial commitments can put the business at risk.

---

If the injustices you see in the world don’t anger you, you’re unlikely to take a stand against them

Anger can be the best motivator and those who allow it to be a positive, driving force are often great leaders, like Marcus Rashford, who shamed the government into giving free school meals to over 1.5m children from low-income families; Raheem Sterling, who walked off the pitch because of racial abuse; and Antoine Griezmann who called out UEFA for not supporting LGBTQ+ rights.

Last summer, in the wake of George Floyd’s murder and the rise of BLM, I channelled my anger into launching Create Not Hate, an initiative aimed to help young people underrepresented in the creative industry unlock their potential - in turn increasing diversity in advertising - and addressing social issues they live with every day.

Create Not Hate is...