Welcome
Good Life 2030 is an invitation to imagine a brighter future.
The Irish advertising industry has united to launch the world’s first large-scale campaign “Less Buying, More Being” challenging the consumerism culture around Black Friday. The campaign, inspired by conversation with citizens across Ireland, promotes a vision of wellbeing focused on connection rather than consumption.
The campaign’s messages - displayed in both Irish and English - include: “ Less Shopping Sprees, More Native Trees,” “Less Buying, More Being,” and “Less Fast Pace. More Open Space.” These messages appears on TV, cinema, radio, outdoor advertisements, and online media throughout November 2024, to coincide with Black Friday sales.
Start imagining your own Good Life today
The artwork was painted outside in nature, the films were captured in the wilds of Co. Wicklow, and the radio was produced in collaboration with ornithologist and wildlife sounds recordist Séan Ronayne aka Irish Wildlife Sounds. All audio clips used are originals by Séan, captured in a variety of locations across Ireland.
Listen to the radio ad spots:
Participate in the campaign
We are inviting people across Ireland to share their vision of a Good Life in the future. These may be used in the creative materials in future campaigns, and across all media.
Big Ideas, Real Impact.
The Good Life 2030 Ireland Impact Report is here.
Good Life 2030 Ireland united 10 competing agencies behind a single brief for the first time in Irish advertising history. The campaign that followed reached 3.5 million people. This report tells you what happened, what surprised us, and what it means for the industry's role in building a different kind of future.
Media partners donated over €450,000 in space because they believed in it. And when we asked every creative who took part whether they wanted to spend more of their working time collaborating across the industry for the climate, every single one said yes.
Not most. All of them.
The full impact report tells the story behind those numbers. What citizens said when we asked them to imagine a good life. What shifted inside the industry when we gave people permission to work differently. What we learned about the kind of storytelling that actually moves people, and where the tension with business as usual still lives.
It's an honest account of what worked, what surprised us, and what we're doing next. The 2023-2025 project was funded by the Irish Government through Creative Ireland.
Resources
Access our Imagination Guide for tools and resources to get started.
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.
“The future isn’t just a place you’ll go. It’s a place you will invent.”
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.
With thanks to our partners
Follow our journey on Instagram @GoodLife2030Ireland
Good Life 2030 Ireland is a recipient of the Creative Climate Action fund,
an initiative from the Creative Ireland Programme.
