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01 November 2021
If 2030 was a client …
Environmental & social issuesUnited KingdomBehavioural research
What does a good life look like in 2030 – and how would you sell it? That’s the premise of a project led by the Purpose Disruptors group that reaches its conclusion at COP26 with the premieres of three ads created with this aim.
Why it matters
The framing of sustainable lifestyles isn’t building the scale of support and transformation needed to support emissions targets. People accustomed to seeing affluence and growth as central to their good life are deterred by suggestions of compromise and scarcity.
The idea is to reimagine the components of a good life that happens to be sustainable and target the 42% of UK citizens whose values aren’t typically reflected in conventional sustainability narratives.
What research shows
Deep qualitative research among the three segments making up that 42% – Loyal Nationals (21%), Established Liberals (17%) and Civic Pragmatists (13%) – finds, despite a wide variety of backgrounds and profiles, they share very similar visions of a Good Life in 2030:
Need for interconnection: their good life moves from separateness to greater connectedness – with themselves, with others and with nature.
Need for clarity: they agree that COVID-19 has clarified their understanding of what really matters and sharpened their vision for a good life in 2030.
Need for action: the pandemic has already encouraged them to actively bring their Good Life into view: they are increasingly taking new steps to look after their wellbeing and foster their personal relationships.
Need for being, not buying: the good life does not depend on more stuff or higher status. It’s about finding ways to establish lifestyles and enjoy experiences that bring peaceful satisfaction.
Purpose Disruptors, a community-based organisation of advertising insiders, seeks to help the industry create work that promotes attitudes, values, behaviours and lifestyles aligned with halving emissions by 2030. The three ‘adverts for 2030’ will be livestreamed on the COP26 YouTube channel on November 12 between 10am and 11am.