What if the future
was worth looking
forward to?
Together, we can reclaim 2030 and give a good life new meaning.
Scroll down to learn more
The challenge
code red for humanity
The latest IPCC* report declared a “code red for humanity”. The scientists all agree we need to half emissions by 2030. To get to a 1.5 degree world by 2050 we need a sharp handbrake turn including our lifestyles, behaviours and attitudes towards consumption.
*Intergovernmental Panel on Climate Change
THE FUTURE HAS AN IMAGE PROBLEM
Everyday people just aren’t connecting to 2030. Collective anxiety about the future is high, but forecasts for 2030 and terms like ‘sustainable living’ and ‘net-zero carbon’ seem over-technical, dull and incompatible with the understanding of a ‘good life’ we’ve been sold for decades. People are struggling to envisage life in 2030.
WE NEED A NEW VISION OF A ‘GOOD LIFE’
We need to see and feel the reality that many climate change measures improve quality of life for all – giving us a chance to live more connected and meaningful lives.
We need compelling visions of A GOOD LIFE IN 2030, now.
The ROLE OF ADVERTISING
Advertising drives consumption. Consumption contributes to climate change.
If we are to get to a 1.5 degree world by 2030, advertising needs to play its role in changing both itself and society.
ADVERTISING HAS THE POWER
TO INFLUENCE A ‘GOOD LIFE’
Advertising can shape and change behaviour, attitudes, lifestyle and culture – what a ‘good life’ is.
For too long, we’ve associated a ‘good life’ with material abundance, expansion and growth. No wonder ‘sustainability’ doesn’t connect with people: it sounds like compromise and living with less.
WHAT IS A GOOD LIFE IN 2030?
The old ‘Good Life’ is one of more, more, more.
What we need is less, but for less to not feel like loss.
WHAT PEOPLE WANT: CITIZEN RESEARCH
This is where the Good Life 2030 project starts. we conducted primary research with the 42% of the UK public to unearth their values and visions of what a ‘good life’ in 2030 is like.
The vision was clear: a Good Life now looks like connection not consumption. Connection to self, to others, and to nature.
This research provided insights that informed both the industry leader workshops and the creative brief and has since been used by strategists in agencies in pitches and to inform briefs.
INDUSTRY WORKSHOPS
With our imagination partner at New Constellations, a unique series of deep, immersive workshops, 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 citizens’ visions of a ‘good life’.
CREATIVE BRIEF & three new Adverts
In response to our new Good Life 2030 creative brief – which positions 2030 as the client with a big image problem – over 100 creatives from top agencies Gravity Road, Iris and McCann created 3 new adverts which bring to life the citizens’ visions of 2030. The ads premiered on the IMAX cinema at COP26. The brief has since been used by strategists in agencies in pitches and to inform briefs.
Good Life 2030 enables the advertising industry to use its imagination to create the future of both the industry, the work we put out into the world and society itself.
THE DOCUMENTARY
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 from Iris, ELVIS, Havas London & cx helia, M&C Saatchi, Mediacom, Mindshare and Mother reflecting on the future of adland and the tensions they feel working in the industry at this moment in time. The documentary also includes some of the citizens from the research reflecting on their visions for the future and the role of advertising in this.
The documentary premiered globally alongside the 3 Adverts for 2030 on the IMAX screen at COP26 in Glasgow in November 2021.
COP26 LAUNCH
Only 1 of 2 official advertising-related events at COP26, we launched Good Life 2030 on the biggest stage at COP26 (the IMAX Cinema) on the final day 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 nearly 3,000 livestreams so far, our COP26 launch attracted leaders from across the industry, as well as climate, government and business sectors.
ENABLING INDUSTRY LEADERS TO TACKLE CLIMATE CHANGE
Watch our interview with The Drum, which features Purpose Disruptors co-founders Lisa Merrick-Lawless, Rob McFaul and Jonathan Wise alongside 5 of the industry leaders from Iris, Mediacom, Mother and M&C Saatchi.
COP26 WAS ONLY THE BEGINNING
FOR GOOD LIFE 2030
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 connection. We are offering a journey to enabled personal and agency transformation for all involved.
UPCOMING events
Don’t miss the Good Life 2030 upcoming events.
Our PARTNERS
Our Contributors
The Good Life 2030 has been made possible by the collaborative efforts and support from over 100 contributors from creative agencies, industry bodies, media organisations, climate researchers and think tanks, and freelance supporters.
We are very grateful for their ongoing commitment to bring this work to life.
Our Funders
The Good Life 2030 project is funded by The European Climate Foundation
and The JJ Charitable Trust.
Who are Purpose Disruptors?
We believe that the purpose of advertising should be disrupted. We have built a community of over 1,700 people working within the industry to create change. Our vision is to help the industry transition so that it only creates work that leads us to halve emissions by 2030.
‘Good Life 2030’ is a Purpose Disruptor project designed to bring people in the industry together to collectively imagine the future.