The CREA-UP Sustainability Guides are essential resources designed to support emerging entrepreneurs in fashion, furniture, decoration, design, and art. Rooted in the project’s core mission of promoting reuse, repurposing, and upcycling, these guides provide practical knowledge and strategic insights to help creatives build environmentally conscious and socially responsible businesses. Developed by CRU Creative Hub, the guides cover key areas such as marketing, branding, and business with a strong focus on sustainability. Through clear, structured content, they aim to empower artists, designers, and makers to make informed decisions that contribute to a more sustainable and ethical creative economy.
1. Understanding
This chapter lays the foundation of sustainability by exploring its dimensions—ecological, political, ethical, socio-economic, democratic, cultural, and technological. It also introduces the Sustainable Development Goals (SDGs), emphasizing their global importance and Europe’s commitment to them. Ethical business practices, ESG (Environmental, Social, and Governance), and the purpose behind sustainability in creative industries are discussed to help entrepreneurs form a well-informed, value-driven vision.
2. Inspiring
Here, readers discover how art and design can inspire sustainable transformation. The chapter delves into sustainable art practices such as Land Art, Bio Art, Trash Art, and Eco-Design. It features innovative upcycling approaches and case studies like VIVALab and Musgo Design, demonstrating how creativity, circularity, and environmental awareness intersect in real-world applications.
3. Defining, Implementing, and Sustaining
This practical chapter helps creatives turn vision into action. It covers building a Purpose Pyramid (vision, values, mission), crafting a sustainable business model, and implementing an actionable strategy using the Strategy Pyramid. Entrepreneurs learn how to assess impact and track progress while staying aligned with their sustainability goals. Case studies like “Vintage for a Cause” provide real-life inspiration.
4. Branding
Sustainability doesn’t stop at operations—it’s part of your brand. This chapter offers tools for building a sustainable brand identity, avoiding greenwashing, and using eco-friendly marketing, packaging, and storytelling. It explores circular economy principles and consumer trends, helping creatives connect authentically with an increasingly conscious audience.
5. Networking
The final chapter equips creatives to expand their impact through collaboration. It includes guidance on navigating the creative ecosystem, finding useful certificates, and building networks that support sustainability and innovation. A directory of relevant organizations is included to facilitate real-world connections and community engagement.