Good Life 2030 Ireland Impact Report
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.
Exclusive Interview with Ned Younger, Inside Track
This week, Jonathan spoke with Ned Younger, spokesperson for Inside Track, a group who use insider knowledge to push industries towards a just transition. In the last fortnight, an anonymous group of senior advertising insiders published a memo calling out what they see as a "vacuum of responsible leadership" in our industry.
Beyond the Chaos: Transforming Advertising for a Sustainable Future
In this engaging masterclass hosted by Jonathan Wise, co-founder of Purpose Disruptors, the conversation delves into the critical findings from the report 'Beyond the Chaos Ahead of the Curve,' launched at COP30. The session features insights from Nadine Ayyashi, who emphasises the advertising industry's role in addressing climate change through the lens of service emissions. The discussion highlights the pressures facing the industry, including political upheaval, AI disruption, and the climate crisis, and explores how companies can transition towards sustainable practices. Panelists Paul Elliott, Jenny Mossman, and Lucy Usher share their experiences and strategies for integrating sustainability into their organisations, emphasising the importance of patience, resilience, and collaboration in driving meaningful change.
20 Jan 2026
What we learned from three practitioners implementing Serviced Emissions
In our recent masterclass, we explored the complex pressures facing our industry—from climate change to AI disruption. The insight? Those who prepare for change will thrive, while others may retreat.
‘We keep talking redundancies but not the fallout’: Agency leaders’ 2026 outlook
Leading agency figures tell us which stories have been flying under the radar but are nonetheless shaping the year ahead.
By Sam Anderson, Intelligence editor, The Drum. January 16, 2026
From idea to industry standard
Some ideas arrive fully formed. Advertised Emissions was not one of them. It started as a question: if the finance sector can measure the emissions generated by the companies it invests in, why can't advertising measure the emissions generated by the consumption it creates?
That question had an uncomfortable answer. It couldn't, because nobody had built the tools to do it yet.
So we did.
Beyond the chaos, ahead of the curve: How smart agencies are derisking in uncertain times
Beyond the chaos, ahead of the curve: How smart agencies are derisking in uncertain times. Responding to climate change is not a compliance exercise; it is a strategic lever of resilience. Agencies that integrate it into their governance, client strategies, briefing process and creative decision-making will be the ones to thrive in a rapidly changing marketplace, says Nadeen Ayyashi, Purpose Disruptors and Jennie Mossman, Amplify. Dec 11 2025
Why climate comms needs dancing ponies
Why climate comms needs dancing ponies: Lisa Merrick-Lawless, Co-Founder of Purpose Disruptors and Co-Creator of the Agency for Nature, shares why climate comms needs a creative overhaul. April 22 2025
Why measuring our Advertised Emissions can help get ahead of inevitable climate pressures
Why measuring our Advertised Emissions can help get ahead of inevitable climate pressures. Advertising’s Evolutionary Moment is a new framework that helps the ad industry turn climate ambition into impact. Early adopters of the framework like OLIVER and M&C Saatchi are better able to align their services with climate goals, explains the Purpose Disruptors’ Aimee Brewerton.
Good Life 2030 Ireland
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.
What are serviced emissions and how can corporates act on them?
The UN’s Race to Zero initiative held a launch event to showcase how organisations working in PR, law, advertising and other service-based sectors can identify actions to reduce emissions and mitigate climate risks, writes Matt Mace, in edie 29 Oct 2024
‘Sustainability’ is a turn-off, so try selling a good life
The Good Life Ireland 2030 project is investigating the intersection of consumption, individual perception and climate change, writes Bernice Harrison, Tue May 07 2024
Why Advertised Emissions is a pivotal tool in the climate transition
Emerging forces shaping Adland's climate future: Why Advertised Emissions is a pivotal tool in the climate transition, writes Nadeen Ayyashi, Purpose Disruptors April 09 2024
A new high-fashion campaign is selling… nature?
‘Girls Just Wanna Grow Plants’ offers a respite from constant consumption as part of an advertising group’s effort to reconnect people with nature — and make sustainability cool in the process, writes Rachel Cernansky, 15 Feb 2024
Reclaiming the Commercial Break
Our integrated campaign, in collaboration with IRIS and MG OMD interrupted traditional commercials with messages that support human and planetary wellbeing.
The campaign cuts through the ‘consumption’ noise by subverting advertising tropes to disrupt people’s auto-pilot behaviour and make them reflect on how connection with self, others and nature are what really matters.
Adverts for the Future - Soundbites
As part of our citizen research, we spoke to everyday people about what a ‘good life’ looks and feels like now and in the future.
Reclaiming the Commercial Break - TV Ad
The Reclaiming the Commerical Break campaign included ‘The Good Advert’, the first TV ad with a conscience, voiced by comedian Simon Amstell - which aired on Channel 4 in November 2023.
Advertising folk, it’s time to rethink what we’re selling
Advertising folk, it’s time to rethink what we’re selling. Lisa Merrick-Lawless, co-founder of Purpose Disruptors and the Good Life 2030 project, and Ally Kingston, Good Life 2030 creative lead, share why now is the time to reimagine what a good life in the future really means. 21 Feb 2023
PRII x PR Working Group Research 2022
Together with the PRII and PRCA, Purpose Disruptors Ireland PR working group undertook primary research among Irish PR communications practitioners to benchmark sentiment and thinking around sustainability in PR and Communications in Ireland. The research aim was to identify the challenges, concerns and opportunities for change around sustainability in the PR & Communications industry in this country. The intent is that this report and its findings will provoke a discussion and help inform communications professionals, individually and collectively, on what next steps the industry should take to build sustainability into their work into 2022.
Advertising adds extra 32% to annual carbon footprint of every person in the UK
Latest research from Purpose Disruptors paints a stark picture of the C02 emissions caused as a result of advertising-driven consumption.