Our story

A PURPOSE DISRUPTORS PROJECT

Purpose Disruptors is a not-for-profit organisation focused on reshaping the advertising and marketing communications industry to only promote attitudes, lifestyles, behaviours and brands aligned with halving carbon emissions by 2030.

Our work focuses on 3 pillars:

Education (#ChangeTheBriefAlliance),

Measurement (Advertised Emissions)

Creativity (Good Life 2030).

GOOD LIFE 2030 SO FAR

Since early 2021, Good Life 2030 has brought together leaders and creatives from across the industry to explore what compelling visions of a new ‘good life’ in 2030 look like, what they mean for their work and also what these visions mean for the advertising industry itself.

CITIZEN RESEARCH: UNDERSTANDING UK CITIZENS’ VISIONS OF A GOOD LIFE

In collaboration with the Insight Climate Collective, we conducted deep, qualitative, primary research with the 42% of the UK public who don’t see themselves reflected in typical climate narratives, to unearth their values and visions of what a ‘good life’ in 2030 is like.

INDUSTRY LEADER WORKSHOPS: IMAGINING THE FUTURE OF THE ADVERTISING INDUSTRY

This research provided insights that informed a unique series of deep, immersive workshops with an imagination partner, which attracted over 100 industry leaders to journey to 2030 and reflect on the transformative shifts needed within the industry to be in service of a ‘good life’. Leaders from top creative agencies like adam&eve, Havas and AMV BBDO, media and platform owners like Facebook Meta, Google and Channel 4, awards bodies Cannes Lions and D&AD, industry bodies like the Advertising Association and WPP, and even representatives from the UK Cabinet Office.

CREATIVE BRIEF AND THREE NEW ADVERTS FOR A GOOD LIFE IN 2030

The research insights also informed a new one-of-a-kind creative brief, which positions the future of 2030 as the client with a big image problem. In response, over 50 creatives from top agencies Gravity Road, Iris and McCann Manchester created 3 Adverts for 2030 which bring to life the citizens’ visions of 2030. The brief has since been used by strategists in agencies in pitches and to inform briefs. As part of Cannes Lions’ Eurobest Young Talent Competition, 30 creative teams across Europe responded to the creative brief.

DOCUMENTARY: GOOD LIFE 2030: THE ROLE OF ADVERTISING

With our film production partner, The Big Sky, we also created the first-ever documentary about the advertising industry and its relationship with the climate crisis.

It features 7 prominent industry leaders reflecting on the future of advertising and the tensions they feel working in the industry at this moment in time. It also includes some of the citizens from the research reflecting on their visions for the future and the role of advertising in this.

COP26 LAUNCH EVENT: ADVERTISING A GOOD LIFE IN 2030

Only 1 of 2 official advertising-related events at COP26, we launched Good Life 2030 on the biggest stage at COP26 with the global premiere of the documentary and the 3 Adverts for 2030, accompanied by talks by our co-founders. With over 300 in-person attendees and over 3,000 livestreams so far, our COP26 launch attracted leaders from across the industry, as well as climate, government and business sectors.

PRESS COVERAGE AND OTHER EVENTS

Aside from COP26, have showcased Good Life 2030 at several high-level events, including the Mindshare Huddle 2021, the Ad Net Zero Global Summit and the 8th Art Directors Club Europe Festival. 

In 2021, Good Life 2030 received 8 pieces of press coverage across all major titles, including Campaign magazine, The Drum, WARC, Little Black Book and Creativebrief BITE – with estimated views over 12K (58% of industry) and audience of 1.69M.

SHAPING THE FUTURE WITH YOU

COP26 was only the beginning – the launchpad – for Good Life 2030. We see this as an 8-year project, running until… well, 2030 at least.  We’ve built solid foundations. Now is the time to build on the existing momentum within the industry. 

Our long-term vision is for the industry to co-create and experiment with a new version of ‘a good life’, shifting from promoting consumption to an alternative and for the journey to have enabled personal and agency transformation for all involved.

IN 2022

This year is an open invitation to you. Come and journey with us to explore what future the industry can head towards. Throughout the year we’ll be offering opportunities and safe spaces to imagine and experiment with visions of a new ‘good life’ in 2030 and how to get there.