Carra Santos
Strategic Thinking & Communication
For Sustainable Futures
Navigating the space between and surrounding the public sector, academia, industry and civil society, I build connections between change-making knowledge, tools and inspiration, and link them to practical action on the ground.
“Extremely knowledgeable and passionate - these two qualities don’t always come together.”
Carra is UK-based and works internationally.
© Carra Santos. All rights reserved.
About
My 20-year-and-counting career began in creative thinking and communication, developing near-future concepts for internationally-acclaimed product innovation and world-class events. My projects were always educational, and intuitively designed to inspire more sustainable ways of thinking and doing things in everyday life.As my awareness of the environmental and social crises grew, so did my need to ground my imagination and intuition with evidence. An MSc Sustainable Development in Practice revealed a (now obvious) passion for futures thinking and behaviour change, and a knack for strategy and systems thinking.These days, I combine creative thinking and communication skills with design research, social psychology and sustainable behaviour change to help cross-sector leaders, educators and communities find common ground, and move forward together on practical inspiration.This ongoing journey of learning and practice has expanded my professional reach over time, starting from the creative industries, up and out to broader industry, then across sectors into schools, universities, local government, and now, intergovernmental organisations.I am based in the UK but work internationally. In addition to my practice, I am currently a Fellow at The School for Moral Ambition in the Netherlands, and a Doughnut Economics educator in the UK.
“A special talent for looking at projects delivering solutions that satisfy the requirements from all stakeholder perspectives, are truly relevant and have undeniable integrity.”
Core Themes
My ongoing research into interconnected economic, social and environmental needs supports sector leaders and topic specialists to whom others increasingly turn to for guidance in the broader context of sustainable futures overall.My overall objective is to support sound strategies and interventions through closing knowledge gaps and developing cross-sector knowledge and consensus, consolidating efforts towards a sustainable future vision that takes everyone into account.
Considering all the angles
Softening the sectoral siloes to examine additional perspectives, navigate knowns and unknowns, and develop the connections in thoughts, words and networks that lead to better decisions on shared understanding. This is fuelled by ongoing research into emerging topics, values, knowledge theories, tools and frameworks, supporting future thinking that is far-reaching, robust and resource-efficient.
Drawing on:
Critical Thinking
Futures ThinkingExample activities:
Consultancy Sessions
Learning Resources
Research Analysis & Interpretation
Identifying Interconnections
Connecting the dots between disciplines, exploring ways in which efforts towards seemingly disparate agendas can be consolidated, by pinpointing key leverage points that connect multiple themes. This is based on innate systems thinking skills combined with interdisciplinary insights into (among other things) new economics, social cohesion, behaviour change, communication and design in the built environment.
Drawing on:
Systems Thinking
Collaborative ThinkingExample activities:
Cross-Sector Mapping
Stakeholder Mapping
Comparative Analysis
Exploring alternatives
Effective ideation, co-creation and communication of sustainable social practices and livelihoods that inspire, yet are viable and pragmatic. This is fuelled by cross-referencing academic and real-world insights into socio-economic innovation and participatory research, and supported by adaptive communication, considering contextual language, themes and examples appropriate to diverse stakeholder interests.
Drawing on:
Design Research Methods
Adaptive CommunicationExample activities:
Design Research Strategy
Writing for Engagement
Educational Environments
Approach
To contribute the deep interdisciplinary thinking required for responsible guidance, I typically work on a one-to-one basis with individuals and small teams over a period of 6-12 months, spanning 2 to 5 days per month.
Example activities include:
Online/in-person consultations. Soundboarding, signposting, building connections and addressing questions and challenges as they arise.
Learning design, resources and facilitation. Developing specialist knowledge and skills as particular needs emerge.
Document reviews. Notes with recommendations/suggested improvements, strengthening proposals, copy and communication.
Research interpretation and writing for engagement. Blog posts, articles and explainers for specialist topics and their sustainable futures connections for various audiences.
Curated research and reading lists. Expanding knowledge beyond specialisms, adding explanations appropriate to the particular context.
Project support. Specialist research and support for innovation, communication or place-based projects.
“Carra’s approach to every project is in-depth, practical and passionate; working with her is always a very pleasurable experience.”
Selected Works
Learning Design & FacilitationThe World We Will Create
Visioning and futures thinking workshops and resources for young people (15-24) to support their sense of empowerment and agency in shaping a climate-positive future in ways that inspire them.Bridge to Belonging
A place-based evaluation method to establish priorities and consensus among designers and decision-makers at a neighbourhood level - in particular, within areas of urban inequality/deprivation.Design Council: 'Design, differently'
Coach and co-facilitator for a six-month Design Council programme that invited six communities and councils to combine design thinking with systems thinking to solve local challenges arising from the wider effects of climate change.The Future of Interior Design Practice
Research and curriculum guidance on interior design education in the context of a regenerative, distributive and circular economy, for an award-winning private interior design school in London, UK.The Basics of Sustainable Futures
Design and facilitation of a four-part education programme for design, business, finance and technology academics, to provide the broader sustainable development context beyond their subject specialisms, and help inform their content and curriculums.Design for Thriving Cities
A future-shaping series of workshops for design professionals, conveying needs and knowledge in context, including Circular Economy, Social Value, Inclusive Design and Reinstating Nature.The Sustainability Spectrum
A learning series for creative and professional services demonstrating the full scope of sustainable futures beyond 'green', and their unique potential to support an integrated approach to environmental, social and economic innovation.Introducing AlternativesDesign Council: 'Design for Planet'
Scriptwriting, delivery and recording of a futures narrative imagining life in circular communities in the year 2033 - on themes of energy, mobility, land use, food, education and circular skills - including co-facilitation of the related workshop at Design for Planet alongside Design Council team members.Make Space for Soil
A cohesive communication campaign concept to educate and encourage two interconnected audiences - city-dwellers and private developers - to incorporate space for soil into urban homes and housing developments, with core messages adapted to each.Maker Carousel for 100% Design
A playful 81sqm makerspace concept and installation designed to reveal the magical world of the modern designer-maker - from paper prototyping, model-making and block-printing to 3D printing, smart tech and connectivity - promoting 'pro-sumer' culture and circular design practice.Farm Kitchen for 100% Design
A 272sqm immersive design concept, installation and pop-up restaurant integrating micro-agriculture - the practice of growing food on a small scale using a variety of light sources, irrigation methods and growing mediums - into interior design.Mattergarden for 100% Design
A creative concept for a 160sqm design installation devised as an interactive platform for the exploration of natural and regenerative materials, treatments and applications used in design, architecture and construction.'Talking Trends: Waste Not Want Not'
Panel discussion on food waste, exploring various topics including how food and design meet in the circular economy through new materials for fashion, packaging and construction. Held at the International Food & Drink Event (IFE) London.
Post-Growth Economics & Enterprise'Communicating Degrowth: Analysing language to find favourable starting points for degrowth discourse with UK business leaders'
A Master’s dissertation exploring effective communication of sustainability and degrowth business practices to UK business leaders, combining economics, behaviour and communication theory.
'Accelerating Sustainability in Fashion, Clothing and Textiles'
Lead author and presenter of Chapter 17: Crafting connections with clothing: values, influence and relationships, by Carra Santos, Kadian Gosler and Ann Marie Newton. Published by Routledge, and edited by Martin Charter, Bernice Pan and Sandy Black.Economic Development Strategy, Bath & North East Somerset Council, UK
Independent analysis, synthesis and interpretation of participatory research findings for public review, following the Doughnut Economics strategy launch in B&NES, UK, facilitated by economist Kate Raworth and the DEAL team.'Celebration of the Possible', Staffordshire & Stoke-on-Trent, UK
Workshop facilitation supporting Globe Group CIC and Keele University, along with independent analysis, synthesis and interpretation of their initial regional research presented to multi-stakeholders and decision-makers at their launch event.Bath Royal Literary and Scientific Institution ‘Doughnut Economics: Can Bath Thrive Like Amsterdam?’
An in-person lecture at BRLSI exploring the potential of the UK city of Bath to thrive like Amsterdam - the first European city to adopt The Doughnut as its economic development strategy.Collaborative Bath
Organising and hosting monthly participatory learning sessions for the professional and local community to read, learn and apply collaborative new economic principles in the World Heritage City of Bath, UK.Talks & PublicationsThe RSA (Royal Society of Arts, Manufactures and Commerce) 'A Different Way'
An online talk for the RSA highlighting the role of creatives to shift sustainability-thinking ‘beyond net-zero’ and create the conditions for everyone to thrive within the means of the living world.'Designed for Life' Design & Technology Association (DATA) Podcast
Invited to take part in an ongoing series of conversations spanning education, industry and design, aiming to inspire "tomorrow's solutions today".'All Sewn Up: Dismantling Fast Fashion Consumption as a Social Practice through Creative Empowerment and Consumer Collaboration'
A conference paper on sustainable behaviour change in fashion design and consumption, exploring Social Practice Theory to restore creative thinking and practical skills. Published by UCA (University for the Creative Arts) Centre for Sustainable Design. Presented at Sustainable Innovation Conference.AwardsPowering Change: Women in Innovation and Creativity
Female Design Champion Award, Runner Up, ACID World Intellectual Property Day 2018.
“For the imaginative boundary breaking work she is doing between different individuals” - Design Council
Contact
Indentifying Interconnections
Connecting the dots between sectors, disciplines and themes.
How do tobacco control efforts contribute to building community cohesion? How does 'urban greening' contribute to reduced inequalities? I consolidate seemingly disparate agendas by framing a specific topic as a key leverage point for connecting multiple themes.
Drawing on:
Creative Thinking
Systems Thinking
Strengthening Interconnections
Anchoring connections to unifying targets, frameworks and goals.
How can we be confident in the connections? I cross-reference emerging connections with academic research; global, national, local and sectoral targets; and existing initiatives; grounding intuition in evidence.
Drawing on:
Critical Thinking
Systems Thinking
Communicating Interconnections
Inspiring collaborative support through adaptive communication.
How can we engage everyone we need? I explore values and motivations to indicate needs, motivations and perspectives of various stakeholders, adapting content and examples to ensure it is relevant and relatable to each individual/group.
Drawing on:
Values Thinking
Collaborative Thinking
Communicating possibilities
Showcasing the 'pockets of the future' that inspire sustainable behaviours, get beyond any barriers to them, and are woven into the places we live and work through food, architecture, design, culture, and the natural and built environment. This is fuelled by ongoing research into social innovation and community activism, spotting strategies that are imaginative and far-seeing, yet pragmatic in their implementation.
Drawing on:
Design Research MethodsRelated Services:
Design Research
Writing for Engagement
Educational Environments
Connecting
Communicating possibilities.
Demonstrating how pace, language, content, themes and examples can be adjusted to diverse stakeholder interests and understanding, so no-one is left behind. This is enabled by my teaching experience and practical creative skills, and academically underpinned by my research into social psychology, behavioural economics, narrative frames and adaptive communication.
Drawing on:
Values Thinking
Adaptive CommunicationRelated Services:
Design Research
Writing for Engagement
Educational Environments
Research into Practice
Communicating possibilities.
Bringing knowledge to life by exploring the 'pockets of the future' that break down barriers and bring people together and break down barriers; woven into the places we live and work through food, architecture, design, culture, and the natural and built environment. This is fuelled by ongoing research into social innovation and community activism, spotting strategies that are imaginative and far-seeing, yet pragmatic in their implementation.
Drawing on:
Values Thinking
Adaptive CommunicationRelated Services:
Design Research
Writing for Engagement
Educational Environments
Communicating possibilities
Research into practice.
Bringing knowledge to life by exploring the 'pockets of the future' that break down barriers and bring people together and break down barriers and are woven into the places we live and work. This is fuelled by ongoing research into social innovation and community activism, spotting strategies that are imaginative and far-seeing, yet pragmatic in their implementation.
Drawing on:
Design Research Methods
Adaptive CommunicationRelated Services:
Design Research
Writing for Engagement
Educational Environments
Indentifying Interconnections
Connecting the dots between sectors, disciplines and themes.
Exploring and explaining critical environmental, social and economic themes from particular perspectives to see a clearer way ahead, while adjusting pace, language, format and examples to secure common understanding. This is enabled by my teaching experience and practical creative skills, and academically underpinned by my research into social psychology, behavioural economics, narrative frames and adaptive communication.
Drawing on:
Critical Thinking
Systems Thinking