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Purpose Disruptors

@purpose_disruptors

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A non-profit, transforming the advertising industry to work in harmony with the natural world. 💚
Behind @agencyfornature & @goodlife2030ireland

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We're heading to Blue Earth Summit next week 🌍

Are you on the ground there? Join Purpose Disruptors and Earth Percent for our workshop: What if Nature Had Creative Agency?

📅 Wed 14 Oct, 17:00, 📍@blueearthsummit

Nature is already making creative work. Are we ready to recognise it, and what changes when we do? What does creative practice look like when it's answerable to the living world? And how might these new ways of collaborating energise mainstream culture?

Blue Earth Summit brings together the people doing the real work of building a future in harmony with nature. We're excited to see you there. by @purpose_disruptors

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7 days ago

Britain likes to call itself a nation of Nature lovers. The truth is more awkward. We're also one of the most Nature-disconnected countries on earth, and somewhere between the bird tables and the balcony herbs a lot of us, especially those between 18 and 30, have quietly filed Nature under "nice, but not for me." Ask around a city and Nature is always somewhere else. The countryside. Over there. Rarely the living system running right through the street you're standing on.

@AgencyforNature has spent two seasons trying to close that gap. The biggest surprise? We came in expecting to persuade young people that Nature was for them. We didn't have to. The yearning was already there, sitting just under the surface.

@AllyKingston has pulled together five things two seasons taught us. Read it on the Agency for Nature site, under Thinking. Link in bio.

Are you working to give Nature fresh energy in culture? Have you got different ideas about what's working? We'd love to hear them. Tell us in the comments.

#agencyfornature #culture #nature #advertising by @purpose_disruptors

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a month ago

Every so often something lands that feels like it came straight out of the conversations we keep having here.

SUPER NATURE is a feature documentary shot entirely on Super 8, built from the footage of 40 filmmakers across 25 countries. It moves across land, water and air to sit you inside the planet's ecosystems rather than lecture you about them.

What draws us to it is where it comes from. Director Ed Sayers spent years in advertising before turning that craft toward the natural world. This is persuasion pointed somewhere worth pointing, a reminder that the skills the industry runs on can help people fall for Nature rather than sell them the next thing.

In cinemas across the UK and Ireland from 4 September, with preview screenings and director Q&As beforehand. Link in the comments to find one near you.

Have you seen it yet? Tell us what it stirred. by @purpose_disruptors

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a month ago

A few weeks ago we asked the advertising industry for an hour of its time and a bit of its imagination. The community turned up.

A room full of creatives, strategists and designers gathered at Iris in London and landed on the idea at the heart of what comes next: One Hour to Change the World. A campaign to help change the global reporting standards so that the real climate impact of our work finally counts.

Now we need to build it. We're looking for a small, sharp team to turn that idea into a global campaign launching later this year: designers and art workers, copywriters, social and digital strategists, and movement makers. Led by Camilla Yates and Seb Royce, built alongside Oxford Net Zero.

Three sessions across late August and September, starting with an online briefing on Monday 24 August. London-based or happy to travel in.

If that's you, the registration link is in our bio.

When the rules only get rewritten once a decade, what would you want your craft to count for?

#Advertising #ClimateAction #CreativeIndustry #Sustainability #AdvertisedEmissions #LondonCreatives #ChangeTheRules by @purpose_disruptors

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2 months ago

Our summer newsletter went out yesterday. A day on the land at Ghostwood Down, an hour spent alone under a tree, a campaign to change the rules the whole industry measures by, and a few things we've been reading and holding close.

We don't archive our newsletters. They go to our community, once a month, and then they're gone.

So if you'd like the next one, the only way to get it is to subscribe. It's where we share what we're learning, who we're gathering, and the signals that another way of working is not only possible but already underway.

Sign up to join us from September. Link in the comments. by @purpose_disruptors

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2 months ago

When you change the rules, you change the playing field for everyone. A ban on indoor smoking changed pub culture almost overnight. A small charge on plastic bags all but ended their use.

The rules of advertising are written by the global standards bodies, ISO and the Greenhouse Gas Protocol. Right now they say the emissions from the work itself, the campaigns we make for the clients we work for, don't have to be reported at all. This year, both bodies revise their standards. That happens roughly once a decade.

We have a proposal on the table to make the work count. What we need now is the campaign that brings people into the consultation, and we're asking London's creatives, designers and strategists to help build it. Its name, its tone, its direction.

One-hour online briefing on Wednesday 22 July, then a three-hour Hackathon at Iris on Monday 27 July. Food and drinks on us.

Register via the link in the bio.

#AdvertisingIndustry #ClimateAction #CreativeIndustry #Sustainability #AdvertisedEmissions #LondonCreatives by @purpose_disruptors

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3 months ago

What if digital advertising stopped fuelling a polarised, distracted society and started genuinely supporting people's wellbeing?

New research says the industry has been measuring the wrong thing. 90% of what happens when someone sees an ad goes uncaptured by clicks and views.

@bournemouthuni Researchers followed 51 people for a week to find out what actually happens in the moment an ad lands. The result is a new way of measuring what matters, the Wellbeing-in-the-Moment metric.

Behind every impression is a person.

Full report, Measuring What Matters, link in bio.

What would change if you measured for the person, not the impression?

#DigiAdGood #MeasuringWhatMatters #PurposeDisruptors #WellbeingInTheMoment by @purpose_disruptors

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3 months ago

Before the summer holidays kick in, we're inviting our wider PD community for an evening of drinks and good conversation.

No agenda. No speakers. Just a chance to be in the same room as people who care about the same things, whether you've been with us since the very first pub gatherings or you found us last week.

@AgencyforNature and #ChangeTheBrief alumni, working group members, curious newcomers: all welcome.

Wednesday 22 July, 6pm onwards
The Roof Terrace at The Windmill, 6-8 Mill Street, London W1S 2AZ

Everyone welcome. Free tickets via the link in bio. by @purpose_disruptors

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3 months ago

Six years ago, in the back room of a London pub, our co-founder Rob asked a question that still drives our work today.

If advertising fuels unsustainable consumption, what do those of us in the industry actually do about it?

New research from DigiAdGood says the industry has spent years measuring the wrong thing. Clicks and views capture attention. They tell us almost nothing about whether an ad left someone better off.

Rob put it plainly in the foreword: "Vanity metrics have become the industry's compass, and they've been pointing in the wrong direction."

Full report, link in bio.
What would change in your work if attention stopped being the only thing on the scoreboard? by @purpose_disruptors

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3 months ago

A city of robots. One patch of green left. A mother who takes her family there, only to find it isn't what it seemed.

Hum by Helen Phillips just won the 2026 Climate Fiction Prize and it's going straight on our summer reading list. A world that traded Nature for convenience, then fenced off what remained and charged admission.

We haven't read it yet. Have you?

#ClimateFiction #Nature #SummerReading #BooksofInstagram #ClimateAction

@climatefictionprize @climate__spring by @purpose_disruptors

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3 months ago

What does it mean to sit at the base of the same oak tree, every day, just to see what happens?

Natalie Fée, environmentalist and musician, has been in conversation with Woman's Hour about her relationship with the natural world and what it has given back.

It's a quiet, warm listen. The kind that stays with you. Listen via the link in the comments.

#Nature #WomansHour #PurposeDisruptors @nataliefee_ @bbcwomanshour by @purpose_disruptors

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3 months ago

A HUGE thank you to everyone that joined us at @futerra this morning for our first ever public session on the UNFCCC Plan to Accelerate on Narratives for Climate Action.

We are extremely excited to be coordinating this ecosystem effort and are extremely grateful to our speakers today: @kuminaidoo Global Artivism, Lisa Merrick-Lawless @purpose_disruptors, Shweta Narayan @gchalliance, Jake Dubbins Concious Advertising Network, Julian @thedocsociety and Charlotte Scaddan Snr Advisor on Information Integrity at the @unitednations.

Our team has been extremely busy bringing this plan together - working towards a final submission for outcomes and actions by July 3rd.

More from us soon, but in the meantime - a huge thank you for engaging with and supporting this work. 🙌

- Lucy, Thea and Maria 🌍 by @purpose_disruptors

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4 months ago