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 rooted in 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 Amstell, 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”
Citizens value connection - not consumption
We’ve conducted research in the UK and Ireland to understand what people truly want in their “good life.” These insights reveal a shift toward connection with self, others, and nature—what people desire and what the planet needs.
Ireland Citizen Visions of a Good Life 2030
An in-depth, nationally representative research capturing Irish citizens vision for a ‘good life.’
Mirroring findings from our UK Citizen reports, nothing matters more than feeling connected.
Published May 2024.
UK Citizen Visions’ of a Good Life in 2030 report
Exploring everyday people’s values and dreams, evidencing a desired shift towards a life of connectedness over one of consumption.
Published Feb 2023.
Understanding UK Citizens’ Visions of a Good Life
In consultation with the UK public, we unearthed citizens' visions of 2030 to understand what UK citizens see as a Good Life in 2030.
Conducted in 2021.
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 in the UK dream of for the future.
Good Life workshops gather 100 industry leaders to redefine what a good life looks like for them and the wider advertising sector.
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 the Earth Day Advertising Summit at the Tate Modern, London.
Good Life 2030 Imagination Toolkit launches, along with the Collaborative Manifesto, giving the global community a chance to redefine a Good Life for themselves and their industry.
Good Life Citizen Visions 2030 Research: second edition launches, showing how citizens’ dreams of the future are shifting.
”Reclaiming the Commercial Break” campaign runs outdoors UK-wide in partnership with Iris, with a Piccadilly Circus takeover on Earth Day and the first ‘Self-Conscious ad’ (ft .Simon Amstell) on C4.
2024
Agency for Nature, the world’s first creative agency for all life on Earth, launches in partnership with Glimpse. Season One presents five ‘game-changing’ campaigns with Wieden+Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER.
Good Life Ireland Citizen Vision research launches in Dublin.
“Less Buying, More Being” the first alternative Black Friday campaign launches in Ireland, reaching 80% of the Irish population.
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, Blue Earth Summit and D&AD Festival.
Creative Inspiration
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Agency for Nature
A pop-up agency dedicated to helping young people fall back in love with nature - and nurturing a new wave of creative advocates in the process. The client? Nature herself.
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Reclaiming the Commercial Break
Our integrated campaign, in collaboration with IRIS and MG OMD. Traditional-looking commercials were interrupted with messages that support human and planetary well-being.
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Exhibition of the Future
A collection of posters from creative communities around the world, promoting a “good life” connected to self, others and nature.
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Reclaiming the Commercial Break - TV Ad
Reclaiming the Commercial Break was a campaign that included the first |TV ad with a conscience, voiced by comedian Simon Amstell - and aired on Channel 4 on November 2023.
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Ads for the Future
What happens when the future is your client? We created these ad with top agencies, which launched at COP26. "It's Me, You" feat. Alice Levine | McCaan Manchester
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Ads for the Future
What happens when the future is your client? We created these ad with top agencies, which launched at COP26.
'Less is More’ | Gravity Road -
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Good Life 2030 Imagination 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. -
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Good Life 2030 Documentary
Launched at COP26, the world’s first short documentary exploring the links between advertising, consumption and the climate and nature crisis.
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Collective Manifesto
A manifesto-making tool inviting all to declare a new vision of an advertising, marketing and media industry, in service to the good life we want.
Use this tool to articulate & keep your own vision, and add your voice to the collective call for change.
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Citizen Soundbites
Over the course of our research, we’ve gathered inspiring audio reflections from citizens on what makes a future good life.
Take these for a walk or play them with your teams to stimulate discussion about what a good life in 2030 could look like.
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Recommended Reading
Keen to dive deeper? You can access further resources and reading recommendations in our Good Life 2030 Imagination Toolkit.
Resources
Ireland Citizen Visions Report 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.
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.
Leaders Roundtable: Good Life 2030 Ireland
This is an opportunity for the advertising industry to reimagine its role and help bring into being the good life citizens dream of. We brought advertising leaders from Ireland together to discuss what this could mean for the future of the industry.
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