Jonathan Wise 1/22/26 Jonathan Wise 1/22/26

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.

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.