Good Life 2030 - Insight & Research
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 look like, what they mean for their work and also what these visions mean for the advertising industry itself.
Citizen Research: Understanding UK Citizens’ Visions of a Good Life?
In collaboration with the Insight Climate Collective, we conducted deep, qualitative, primary research with the 42% of the UK public who don’t see themselves reflected in typical climate narratives, to unearth their values and visions of what a ‘good life’ in 2030 is like.
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.
Industry Leader Workshops: Imagining the Future of the Advertising Industry
This research provided insights that informed a unique series of deep, immersive workshops with an imagination partner, which attracted over 100 industry leaders to journey to 2030 and reflect on the transformative shifts needed within the industry to be in service of a ‘good life’.
Leaders from top creative agencies like adam&eve, Havas and AMV BBDO, media and platform owners like Facebook Meta, Google and Channel 4, awards bodies Cannes Lions and D&AD, industry bodies like the Advertising Association and WPP, and even representatives from the UK Cabinet Office.
Creative Brief and Three new Adverts for a Good Life in 2030
The research insights also informed a new one-of-a-kind creative brief, which positions the future of 2030 as the client with a big image problem. In response, over 50 creatives from top agencies Gravity Road, Iris and McCann Manchester created three adverts for 2030 which bring to life the citizens’ visions of 2030. The brief has since been used by strategists in agencies in pitches and to inform briefs. As part of Cannes Lions’ Eurobest Young Talent Competition, 30 creative teams across Europe responded to the creative brief.
Good Life 2030 Documentary: The Role of Advertising
With our film production partner, The Big Sky, we also created the first-ever documentary about the advertising industry and its relationship with the climate crisis.
It features 7 prominent industry leaders reflecting on the future of advertising and the tensions they feel working in the industry at this moment in time. It also includes some of the citizens from the research reflecting on their visions for the future and the role of advertising in this.
Our Journey So Far
Visit the Good Life pages on our website to see what we have achieved so far and how you can get involved now.
