Brand Purpose Climate Crisis Cop26

Purpose Disruptors to premiere sustainability push at Cop26


By Ellen Ormesher, Senior Reporter

October 30, 2021 | 3 min read

Purpose Disruptors, a network of ad industry workers looking to reform the sector to tackle climate change, has unveiled the first part of its new, major project ‘Good Life 2030’ which hopes to utilize the industry’s power to promote new ways of living in a sustainable future.

Purpose Disruptors

The network is behind a number of industry-focussed climate action stunts, such as Create and Strike

As part of the project, Purpose Disruptors unveiled findings from its latest research and announced its presence at Cop26 with an event entitled ‘Advertising A Good Life in 2030’.

Taking place on November 12 in Glasgow, the event will kick off the final day of Cop26 which is dedicated to culture. It is one of only two events at the conference relating to advertising.

The network and the drive are inspired by the latest IPCC report which was released earlier this year. It declared a “code red for humanity,” showing that global carbon emissions must be halved by 2030 if we are to avoid a temperature rise above 1.5 degrees.

However, the network states that one of the biggest challenges the climate change movement faces is making 'sustainable living’ seem compelling and desirable to the majority of citizens.

Purpose Disruptors says the industry's ability to inspire and communicate positive mindset and behaviour change means it has a key role in solving this problem.

In consultation with the UK public, the network has unearthed citizens' visions of 2030 to understand what UK citizens see as a Good Life in 2030 and then harness the collective power of people in advertising to shape our collective understanding of a good life.

The qualitative research focuses on three segments, that make up 42% UK citizens, whose values aren’t typically reflected in conventional sustainability narratives. Key findings reveal that despite a wide variety of backgrounds and profiles of those interviewed, citizens shared strikingly similar visions of a Good Life in 2030, these optimistic visions include: need for connection, need for clarity, need for action, and the need to cut consumption.

A selection of the UK’s top ad agencies were invited to come up with ideas for the adverts, and scripts by Iris, McCann Manchester and Gravity Road were chosen by Purpose Disruptors. The three ‘adverts for 2030’ will be premiered at Cop26 alongside a short documentary film, by The Big Sky, showing the making of the adverts and the reflections of those involved in the project.

Brand Purpose Climate Crisis Cop26

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