What does a
’Good Life’ mean to you?
A flashy car? Adventures across the globe? Peak career achievements? Or simply having everything at the click of a button?
Advertising—the industry of desire—has long shaped our idea of the Good Life: wealth, status, and stuff. But this vision has two major flaws.
Firstly, our planet can’t keep up with endless consumption: we’d need three planets if everyone lived like Europeans. And secondly, piling up more stuff doesn’t make us happier; studies show that chasing material wealth often increases disconnection and anxiety.
Since 2021, Project Good Life has brought together leaders, advertising creatives, culture shapers and academics to reimagine a new vision of a Good Life in society: one based on connection, not consumption.
Here, find inspiration and resources from us, including:
Citizen research in the UK and Ireland, unveiling the ‘good life’ people dream of. The world’s first documentary on advertising, consumption, and climate. Campaigns shaping culture (including the first ever “self-conscious” ad ft Simon Amsell, which aired on Channel 4. Ireland’s first anti-consumption campaign on Black Friday, ‘Less Buying, more Being’. And 10 campaigns creating hype for a nature-connected life from our pop-up Agency for Nature.
“Consumerism is the prevailing definition of a good life”
Reports & Resources
Understanding Ireland Citizen Visions
Report (2024)
This in-depth, nationally representative piece of qualitative and quantitative research invited citizens of Ireland to describe their values and articulate their vision for a ‘good life.’
Mirroring findings from our UK Citizen reports, nothing matters more than feeling connected.
Download here.
Understanding UK Citizen Visions’ of a Good Life in 2030 report (2023)
The latest edition of ongoing research into what UK citizens’ visions of a good life really look like.
This research is the bedrock of the Good Life 2030 project, evidencing citizens’ shifting values and desire for a different good life: one of connection to self, to others and to nature.
Download here.
Our first Universal report Understanding UK Citizens’ Visions of a Good Life (2021)
In consultation with the UK public, the network we unearthed citizens' visions of 2030 to understand what UK citizens see as a Good Life in 2030.
Understanding Ireland Citizen Visions Launch Webinar
Purpose Disruptors & THINKHOUSE share the findings of the first-ever Good Life 2030 Ireland Citizen Vision report. This research uncovers insights into what Irish people believe a ‘good life’ looks like for them in the year 2030 (a critical milestone for halving GHG emissions) and the role of advertising in supporting this.
Good Life 2030 | What citizens want from a 'good life' in 2030
A short 3 min explainer video about our research, which unearths what a cross-section of the UK public want their life to be like in the future, what they value and what deeply matters to them. This deep qualitative primary research was conducted in collaboration with Insight Climate Collective and launched at COP26.
Creative Inspiration
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Agency for Nature – the pop up creative shop creating hype for a nature-connected life
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Picadilly Circus Takeover I Reclaiming the Commerical Break I Iris
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Good Life Exhibition of the Future I Tate Modren
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'The Good Ad' ft. Simon Amstell I Reclaiming the Commercial Break
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"It's Me, You" feat. Alice Levine | Good Life 2030 I Ads for the Future
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Less Buying, More Being I Black Friday Campaign in Ireland
The Story 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 could look like, what these visions mean for their work and for the advertising industry itself.
2021
Citizen Visions of 2030 Research launches, uncovering what everyday people dream of for the future.
Project Good Life launches at COP26, including the premiere of our Good Life Documentary
“Ads for the Future” are unveiled at COP26 in collaboration with top UK agencies IRIS, McCann Manchester and Gravity Road.
2023
Good Life: Exhibition of the Future’ is showcased at Tate Modern.
Good Life Ireland Citizen Visions Research is published.
”Reclaiming the Commercial Break” Campaign runs outdoor UK Wide, with a Piccadilly Circus takeover on Earth Day and the first ‘Self-Conscious ad’ ft (Simon Amstell) on C4.
Good Life 2030 Imagination Toolkit launches.
2024
Agency for Nature, the world’s first pop-up creative agency for all life on Earth, launches, releasing five ‘game-changing’ campaigns with Wieden+Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER.
Less Buying, More Being, the first alternative Black Friday campaign launches in Ireland, reaching 80% of the Irish population, in collaboration with THINKHOUSE and 10 Irish Ad Agencies.
2025
Agency for Nature Season Two launches, with five more campaigns created in partnership with AMV BBDO, House337, Iris, VCCP and Droga5, reaching 26 million people.
The exhibition of Agency for Nature Season 2 is showcased at Whitechapel Gallery, SXSW Austin, SXSW London and D&AD Festival.
Good Life 2030 Toolkit
An interactive, self-paced imagination journey for anyone in marketing, advertising and comms looking to make change.
This toolkit has evolved from a series of live imagination workshops with industry leaders, using imagination techniques developed with New Constellations.
Good Life
Advertising folk, it’s time to rethink what we’re selling.
The Drum — 21/02/2023
Sustainability is a turn off, so try selling, the Good Life.
The Irish Times — 07/05/2024
A new high-fashion campaign selling… Nature?
Vogue Business — 15/02/2024
Why climate comms needs dancing ponies.
Creative Brief — 22/04/2025