Purpose Disruptors Launches Change The Brief Alliance in the USA

Purpose Disruptors, an organisation on a mission to catalyse the advertising industry’s climate transition, is launching its flagship sustainability learning programme, #ChangeTheBrief Alliance, in the United States, with founding member EssenceMediacom this Earth Day.

ChangeTheBrief Alliance is a tailored sustainability learning programme created specifically for advertising, media, marketing, PR and comms professionals. The programme provides insights and expert advice on the climate crisis and advertising’s role within it, along with knowledge on how to promote sustainable choices and behaviours in line with a net-zero world. The programme, which has been described as “Game-changing, something every marketer should do” – has been running for two years and has made a significant impact in the UK with members from five of the big six network agency groups signed up, and over fifty agencies and brands onboard including Havas, OMD, M&C Saatchi, OLIVER and Leo Burnett and Trip Advisor. 

Other highlights of the programme include:

• Modules on Food, Fashion, Tech & Telecoms, Greenwashing and Energy, from experts working at or consulting with, ClientEarth, UNEP, BT Group, The Cool Farm Alliance and more.
• Practical insight on how to apply knowledge directly to briefs and avoid greenwashing 
• Described by members as both a ‘high impact’ sustainability and a personal development experience.
• Knowledge and insight that will enable agencies to deliver on AdNetZero’s Action 5 and become trusted business advisors on climate transition.

EssenceMediacom will be the first agency signed up in the US and will kickstart the programme on 23rd April, with 15 staff members participating in the first cohort.

After ten months of consecutive record-breaking temperatures and escalating climate threats, the urgency for climate action has never been clearer. According to the UN IPCC, changes in our lifestyles could reduce carbon emissions between 40-70% and halt biodiversity loss, highlighting the vital role the advertising industry can play in mainstreaming sustainable lifestyles and businesses. The US market is critical in meeting global targets to reduce consumption-based emissions, with recent data showing the average American emits three times more CO2 emissions per person (14.9 tonnes), compared with the global average (4.7 tonnes) and over six times what’s required to live within the means of the planet's resources (2.3 tonnes).

Rob McFaul, co-founder of Purpose Disruptors says, "As architects of desire it is in the advertising industry’s gift to use its skills and talents to both mainstream sustainable lifestyles and accelerate the new business models necessary for their clients to thrive in a climate-impacted future. EssenceMediacom are showing real leadership by preparing their people and their agency for the climate transition. They and I hope many more US agencies and brands will shape the future of the #ChangeTheBrief Alliance."

Preeti Nadgar, chief strategy officer, EssenceMediacom says, “At EssenceMediacom, we believe brands need to change their approaches to break through in the new communications economy. #ChangeTheBrief will enable us to help clients build new cultural moments, connect with communities, and create integrated experiences that promote circularity and drive sustainable growth.”