Purpose Disruptors

What would your brief for the Agency for Nature be? 🐛 Last month we had the pleasure of hosting a talk and exhibition as part of the Garden of Tomorrow festival, alongside an inspiring line-up of campaigners, artists and organisations working to reconnect us to nature. We showcased the first Agency for Nature campaigns we released into the wild; an eclectic convergence of billboards, in-game livestreams, social content, physical experiences - and even a book on ecosexuality - dreamt up by creative partners and powered by media companies. These campaigns proved we can meet communities doing things they already like doing. And yes, the science of nature connection can even be sexy… House of Hackney’s Garden of Tomorrow Festival also served as a beautiful backdrop for us to ask artists, researchers, lawyers and educators fighting for better outcomes for nature to tell us how the next phase (which we're currently cultivating) could be most useful. So we did. We asked the audience, 'What would your brief for the Agency for Nature be?' The responses were all things inspiring, here are just a few: 🌻 Make Nature a ‘Muse’ for Skateboarders & Street Artists  Imagine cityscapes where skateparks and urban art installations are intertwined with green spaces. By integrating nature into urban subcultures, we could make environmental stewardship cool and accessible. 🌿 Give the Less Celebrated Parts of Nature a Rebrand: "What if Weeds Were Flowers" Weeds, often overlooked and unloved, could be celebrated for their resilience and beauty. It would challenge us to see all parts of nature through a lens of compassion, promoting biodiversity and love for overlooked flora. 🌳 The University of Forests Forest schools offer immersive, nature-based learning environments. What if universities could embrace this model and foster a generation of eco-conscious changemakers? What if school leavers opted for this as their first choice? 👁 Help Humans Experience Their More-Than-Humanness Create experiences that playfully highlight our wildness and cultivate a sense of belonging with the natural world. 🌝 Make People Feel That Nature Is Their Cosmic Best Friend Personify nature as the loyal, “I’ve always been here” friend to evoke emotional bonds - entwining our care for nature with a personal, heartfelt bond. There were lots of wondrous and playful ideas, more of which you can read about in our op-ed crafted by our Project Director, Ceri Jones (link below). https://lnkd.in/gbMHVVTe Big thanks to Mark Betteridge, Lisa Aoyama and Hannah Young who brought the campaigns to life at the festival alongside co-founder Lisa Merrick-Lawless. And please let us know what your brief to the agency might be? We'd love to hear. 👇 #creativity #agencyfornature #gardenoftomorrow

How do we manage eight billion people on a planet and live within planetary boundaries? What is the role of the advertising industry in helping that come to pass? Co-founder Jonathan Wise delves into some big questions on climate and the advertising industry, in the latest episode of the Inspiring Futures Podcast with Edward Cotton. He shares his personal journey, our groundbreaking work at Purpose Disruptors – catalysing the advertising industry's climate transition, and offers some wise thoughts on how the advertising industry might evolve to support the regenerative future we need. Take a listen below 👇 #sustainability #systemchange #advertising #leadership

Today a landmark moment has taken place. B Lab has revoked Havas' B-Corp certification. We offer our perspective in Marketing Beat: "We know many people at Havas who are working hard to drive forward ambitious climate plans at the business, people who care deeply about the climate and to whom this news will be devastating. But the ruling was inevitable. If B-Corp wants to set the gold standard for environmental, and corporate governance (as it should in our climate emergency), working with Shell – a company falling behind on climate promises and expanding fossil fuel activities – is at odds with that mission. Leaders making decisions at the very top must take note. You cannot have your cake and eat it too – we hope this makes other leaders think twice about their priorities for the future. Now is the time for real climate leadership. Your business, staff and society will thank you for it now and in the future." Well done Clean Creatives leading the charge on this case. Read more about it below. And thanks Scarlett Sherriff for the article. #B-Corp #SustainableBusiness #Greenwashing #Leadership https://lnkd.in/e6gEBzez

The Irish ad industry officially has a new client: the future. 🔮 We took a recent trip to Dublin to run a creative briefing with the fantastic THINKHOUSE team, for the next wave of activity for our Good Life 2030 project. It was nothing short of magical and inspiring. ✨ Funded by Creative Ireland, this initiative showcases the appetite for the collaboration and action from Ireland’s advertising industry. With participation from over a dozen agencies, the energy was electric! Creative directors, strategists, planners, and client directors all came together, at the stunning at the stunning IMMA - Irish Museum of Modern Art, to tackle a brief of a lifetime: encouraging Irish citizens to start living their future good life now. The brief was underpinned by key insights from our Good Life 2030 Ireland research exploring what citizens yearn for in the future. It highlights the incredible potential when brilliant creative minds unite. We left Dublin with our hearts full and our minds buzzing with ideas. Watch this space, a national campaign is now incubating…Here’s to creating a brighter 2030 together! Read our the Good Life 2030 Ireland Citizen Visions here: https://lnkd.in/ezST8r2e #GoodLife2030 #CreativeBriefing #THINKHOUSE #CreativeIreland #IndustryCollaboration #FutureGoodLife Laura Costello, Ceri Jones, Lisa Merrick-Lawless, Jane McDaid

🔊 BIG Announcement! 🔊 Today, we're so delighted to announce the formation of our new Advisory Board at Purpose Disruptors. This marks an ambitious new phase in our mission to drive the advertising industry's climate transition. This really is an extraordinary group of people, including seasoned Sustainability Leaders, progressive CEOs AND a pioneer in representing Nature on the Board (who's representing nature for us too)! We’re feeling incredibly honoured to welcome this collective of respected, influential leaders with a track record of driving change. Welcome to the family Anna Lungley, Alexandra Pimor 🌻🌍, Ben Essen,  Caroline Davison, Hugh Baillie, Kate Waters, Lisa Aoyama, Marco Rimini, Dr Orit Gal, Paul Rowlinson MSc, Tim Pritchard, Xavier Rees. They'll join Co-founders Robert McFaul, Lisa Merrick-Lawless and Jonathan Wise working to reshape the future of advertising, moving towards regenerative business models and sustainable practices. Read about the board and our focus here: https://lnkd.in/e7r9DYCH Stay tuned for more updates as we embark on this exciting journey. #PurposeDisruptors #ClimateAction #SustainableAdvertising #RegenerativeFuture #AdvisoryBoard #IndustryLeaders #Trailblazers

Tomorrow (Wednesday) we are excited to participate in an industry event hosted by Purpose Disruptors, and supported by Creative Ireland's Climate Action Fund in the beautiful setting of IMMA - Irish Museum of Modern Art. We will be joined by creative leaders from across our industry to answer a brief like no other - 'what does a Good Life look like in 2030 and what can our industry do to help create that?' This follows the qual and quant research we carried out with Purpose Disruptors, to find out what Irish people want from, and in, life. Some of Ireland's most exciting and future-focused creative directors, strategists, client directors will come together to work in mixed-agency groups to imagine new ways of creating a compelling vision of the future - Good Life 2030. Core | Bonfire | Publicis Dublin | THINKHOUSE | Verve The Live Agency | JWT Folk | TBWA\Dublin | Droga5 Dublin | Havas Dublin | The Public House Sean Hynes | Clare O'Reilly | Ivona Poljak | Shane Kenna | Sam Moorhead | Rudy Godfrey | Carolynne Kelly | Ger Roe | Derwin Myers | Clara Traynor | Isabel H. | Steve Clifford | David Byrne | Kerrie Patten | Matthieu Chardon | Colin Hart | Emmet Heneghan | Emma Kate Butler | Laura Costello | Laura Wall MPRII | Lisa Merrick-Lawless | Ceri Jones | Gary Boylan | Lisa Fitzsimons #GoodLife2030Ireland #CreativeClimateAction

📢 We have an exciting opportunity to join the Purpose Disruptors team! 📢 Have you gained your PhD, do you have experience in data science and a passion for climate and systems change? Do you want to help advance our flagship Advertised Emissions methodology and support the advertising industry in accelerating climate transition planning? Well, we might just have the role you’ve been looking for! We’re looking for a data scientist or research analyst to join our small but growing team as a KTP Associate - Advertised Emissions Impact Analyst. Purpose Disruptors are collaborating with the University of Portsmouth on a Knowledge Transfer Partnership (KTP) - funded by the Government’s Innovate UK initiative. The Project & Role The partnership will seek to develop Advertised Emissions (our landmark methodology which measures consumption-related emissions) into a rigorous global measurement standard. This role is for passionate, newly qualified PHD graduates, who are keen to put their skills to the test on an exciting project which can have a significant impact on reducing emissions. You will work closely with the Purpose Disruptors' Advertised Emissions team to evolve the flagship methodology, and nurture the skills to help embed its use across a dynamic and diverse industry, working with industry partners and climate experts. Skills you'll need: 👉 Relevant experience in using academic rigour and data analysis to advance research and critical thinking. 👉 Ability to facilitate and test emerging theories and ideas with the Advertised Emissions Working Group (the Working Group includes climate experts, consultants and leaders and executives from the industry). 👉 Ability to use evidence-based data points to participate in advertising industry-level discussions and address challenging questions. 👉 Experience in data modelling and analytics skills to add robustness to the methodology. 👉 Ability to design and develop sustainable business models for scaling the Advertised Emissions standard. For more details, you can find the full job description here 🔎 https://lnkd.in/epyZbxMv This role is a fixed-term contract until 31st December 2026. The role is hybrid, based in Central London and at home. Please get in touch if you have any questions: [email protected] ***Apply here by 5th August, 2024:*** https://lnkd.in/eH9jBURK And please share with your networks to anyone who you think might be interested in this amazing opportunity. Jonathan Wise, Nadeen Ayyashi, Aimee Brewerton, Dr Karen Middleton, Sandra Johnson, Alan Leonard #ClimateJobs #ClimateAction #ClimateMeasurement

***1 week to go*** until we host a special webinar sharing the findings of our groundbreaking report: Towards Reimagining Advertising. 🔮 Many of us share a dream of how the industry could redirect its superpowers towards the greater good of the people and planet. Towards Reimagining Advertising is a portal to the future. With 12 changemakers from creative agency AMV BBDO, media owner Channel 4, awards body D&AD, insights agency Kantar, brand NatWest, and media agency OMD UK— we asked, what could a different future for all parts of the advertising ecosystem look like? Our report captures the journey, discoveries and recommendations we uncovered. Most importantly, it captures details of some of the shifts we can put into practice today with case studies from our trailblazers in 3 key ways: 1. Shift the output: Redirect creativity to craft outputs that drive positive social and environmental impact (and how #ChangeTheBrief can help you get there) 2. Shift the client: Support challenge clients on their transformation journeys and partner with progressive clients. 3. Shift the model: Pioneer circular, long-term and radically innovative business models for agencies, media, and brands. Join us online, Thursday 11th of July, 4.30pm - 5.30pm BST to hear all about this work, and discover: 👉 Key insights unearthed from our experimental process from the Purpose Disruptors team. 👉 Inspiration from our trailblazing changemakers Jonathan Hall, Dara Lynch and Grant Beckley who’ll share how they've been translating Futures Thinking into action on the ground. 👉 Plus hear from a systems change expert, who’ll illuminate the playful provocations which helped shape the Reimagining Advertising journey. ***🔗 Register for your free spot here: https://lnkd.in/ecNnFHeq ***And delve into the report here: https://lnkd.in/e9e35TuR *** --------------- Big thanks to everyone who's been part of this project including the PD team, Lisa Merrick-Lawless, Ceri Jones, Aimee Brewerton Jahnvi Singh and Andy Thornton from The RSA (The royal society for arts, manufactures and commerce) who helped co-design this project. Our research partners King's Business School Andreana Drencheva & Elisa Alt. And our changemakers: Kim Johnson-Glover, Matt Hardisty, Hannah Stockton, Charlotte Westlake, Sophie Lloyd, Rupinder Downie, Mark Graeme, Jonny White, Rachel Ward, Grant Beckley, Dara Lynch, Jonathan Hall, @Emily simons #ReimaginingAdvertising  #Sustainability  #Futures

“What is the problem you *really* feel inside your belly?” – This is what Clover Hogan asked us in our latest Disruptor Session which you can now watch on-demand. 💫 Clover is an Activist and Founder of Force of Nature and just last week turned her attention to adland, presenting a powerful keynote at Cannes. Our session was all things inspirational. She discussed why we need to embrace new narratives to solve the climate crisis – rewiring our relationship with consumption and material growth. She urged us to “find pockets of the future you want in the present”, and to tune into our own instinctive moral compass and embrace collaboration and compassion as key qualities to reshape our industry. 💚   Nearly 100 people on the call also shared with Clover the biggest barriers we face in our work, trying to do things differently; from leaders holding on to business as usual, short-term company goals, lack of vision and rigid business models. It was an enriching, informative and moving session. 🔗 Watch the session here. It will be one of the best things you do: https://lnkd.in/eFezjhBT Share it with whoever you think needs to hear and see it. #community #climateaction #advertising

There was a notable absence at Cannes Lions of the UN General Secretary's recent direct call to the Ad Industry: “I call on [advertising] companies to stop acting as enablers to planetary destruction. Stop taking on new fossil-fuel clients, from today, and set out plans to drop your existing ones. Fossil fuels are not only poisoning our planet – they’re toxic for your brand.” As the advertising, marketing, media and comms community, what should be the right response? To make sense of this moment, and to unpick what can be done to meet the call from Antonio Guterres (the UN General Secretary), as individuals at an organisational level, and at an industry level, we’re holding space for the community, at our next pub gathering, Wednesday 3rd of July, from 6.30pm in London. We're asking: What are the conversations we need to be having now in response to the UN General Secretary’s statement to accelerate the transition? Our gatherings are for ANYONE in the comms, media, advertising, marketing community and beyond to meet climate-concerned, like-minded others. To make sense of our work and catalyse meaningful action through connection. Everyone is welcome. We hope you can join us next week. 🔗 register for your free spot here: https://lnkd.in/eadKzy8Q #ClimateEmergency #Advertising