Good Life 2030 - How it began
Led by Purpose Disruptors and in collaboration with the Insight Climate Collective, Race to Zero, Stories for Life and over 200 industry professionals, Good Life 2030 is a project for the advertising industry to transform both itself and society in service of halving emissions by 2030 through the process of reimagining and redefining what a ‘good life’ looks and feels like, informed by real everyday people.
Good Life 2030 Helps Us Reimagine the Future
Good Life 2030 is a project offering a portal into the future, a way to transport people through a felt experience to another place. Together, the advertising industry can create a new vision of a ‘good life’ inspired by both everyday people and the work of others outside the industry. We believe this creation of a new future to move towards (now) is key to enabling the industry to change both itself and society in order to halve emissions by 2030 and stay within 1.5 degrees.
What is a ‘Good Life’ to Citizens?
In the citizen research conducted at the beginning of this project, we identified new language was needed to enable everyday people to connect with a version of the future that was meaningful to them. They are turned off by the language of ‘sustainability’ and ‘green’ it all sounds like less and loss. They can easily imagine and describe what a ‘Good Life’ in the future looks and feels like to them and they have a real desire to move towards this today..
The Big Problem: Consumption and Demand Drive Climate Change
The latest IPCC report focuses on the influence of demand and consumption in driving climate change.
The role advertising plays in driving this demand and consumption is coming into sharper focus. Yet, when it comes to tackling climate change, the industry is currently focused on business operations, production and carbon calculators. The real impact of the industry is our Advertised Emissions associated with the uplift in sales driven by advertising.
The Role of Advertising
The advertising industry touts many initiatives defining what we must move away from and offering tools to make the existing system better. But the focus is all on business operations and carbon footprint. What is lacking is a positive, inspiring vision of what the industry could become…and the climate conscious society it could help create.
Less Than Eight Years to Halve Carbon Emissions
The role of advertising is not about tinkering around the edges of the current system. It’s about the desire the ad industry creates for high carbon lifestyles and behaviours which are driving consumption…which is driving the climate emergency.
The level of change that is urgently needed is cultural – it’s a shift in both our creative output and our industry’s role as an amplifier of change in the world.
COP26 Launch Event: Advertising a Good Life in 2030
Only one of two official advertising-related events at COP26, we launched Good Life 2030 on the biggest stage at COP26 with the global premiere of the documentary and the 3 Adverts for 2030, accompanied by talks by our co-founders. With over 300 in-person attendees and over 3,000 livestreams so far, our COP26 launch attracted leaders from across the industry, as well as climate, government and business sectors.
Other Events and Press Coverage
Aside from COP26, have showcased Good Life 2030 at several high-level events, including the Mindshare Huddle 2021, the Ad Net Zero Global Summit and the 8th Art Directors Club Europe Festival.
In 2021, Good Life 2030 received eight pieces of press coverage across all major titles, including Campaign magazine, The Drum, WARC, Little Black Book and Creativebrief BITE – with estimated views over 12K (58% of industry) and audience of 1.69M.
Shaping the Future with You
COP26 was only the beginning – the launchpad – for Good Life 2030. We see this as an 8-year project, running until… well, 2030 at least. We’ve built solid foundations. Now is the time to build on the existing momentum within the industry.
Our long-term vision is for the industry to co-create and experiment with a new version of ‘a good life’, shifting from promoting consumption to an alternative and for the journey to have enabled personal and agency transformation for all involved.
This is an open invitation to you. Come and journey with us to explore what future the industry can head towards. Throughout the year we’ll be offering opportunities and safe spaces to imagine and experiment with visions of a new ‘good life’ in 2030 and how to get there.
