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5 Ways We Can All Give Nature Fresh Energy in Culture
At the Agency for Nature we've spent two seasons trying to close that gap with creative campaign work, helping nature feel emotionally resonant to a new generation. Over ten national campaigns, here are five things we’ve learned about giving nature fresh energy in culture.
The Talking Tree wins iF Gold
Agency for Nature’s Talking Tree has picked up another one. This time it's an iF Design Award, and not just any: a Gold, in the Interior Architecture and Installations categories, putting it among the standout pieces of design work recognised by iF this year.
How Adland Is Grappling with Europe’s Extreme Heat
Wildfires Make the Abstraction Concrete: How Adland Is Grappling with Europe’s Extreme Heat
“It comes as no surprise that the advertising industry’s climate response is negligible, even diminishing, as wildfires blaze across Europe and we experience an extraordinary run of heatwaves and drought in the UK,” says Purpose Disruptors co-founder Jonathan Wise.
August - What an hour alone, under a tree, can do for you.
August 2026 Newsletter
Why Suncorp’s Haven exposes advertising’s climate blind spot
Opinion piece in Mumbrella by James Greet
‘The c-word is missing’: Why Suncorp’s Haven exposes advertising’s climate blind spot
Purpose Disruptors co-founder James Greet argues that Suncorp’s award-winning Haven initiative misses the mark by focusing on resilience without confronting the climate crisis driving the need for it.
Great job, terrible results
On this episode of the Mumbrellacast, Tim Burrowes speaks to Rob McFaul and James Greet about the non-profit’s mission in Australia, and changing the mindset around client briefs so they understand how climate change is impacting marketers, and how marketers are impacting climate change.
It’s time for a nature-conscious version of “the good life”
Every culture has a point of view on "the good life." Sometimes it's explicit - in schools of thought like Stoicism, or Ubuntu - and sometimes it's less obvious. But the shared understanding of what makes a life worth living, what's worth pursuing, what success looks like — it's always there, shaping everything.
Nature as subject or nature as author?
On Sunday 26th April, The Talking Tree – an Agency for Nature campaign developed with Droga5 – was announced as one of Columbia University’s “Digital Dozen: Breakthroughs in Storytelling.” The award honours projects that stretch what narrative can be in the digital age. For us, it’s also a chance to reflect on a more provocative question: is the Talking Tree just a clever story about nature – or the beginning of stories by nature?
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