Purpose Disruptors, a UK-based non-profit founded by ad industry insiders, has launched in Australia and New Zealand. The Australian office serves as the first regional hub outside the UK and Ireland, led by James Greet with more than two decades of industry experience. The organization positions climate action as urgent due to investor pressure, rising costs, government regulation, workforce pressure, and increasing litigation tied to a warming planet. It aims to ensure the Australian advertising industry keeps pace with a broader transition beyond AI integration. Founded six years ago, it seeks to redirect advertising influence from extraction toward regeneration, supported by tools, research, and a community of over 10,000 professionals.
"“As home to the world's oldest continuous living civilisation we are arguably the original home of sustainable living. We should embrace that with pride and strive to be leaders for the future. Marketing and advertising can accelerate that change and we at Purpose Disruptors can be that catalyst,” Greet said"
"“Investor pressure, rising cost of basics such as food, energy and insurance, recently introduced government regulation, workforce pressure, increasing litigation. All are contributing to the growing surround sound of pressure forcing companies to react quickly to the risk and opportunity created by a warming planet.”"
"“Up to now, the industry conversation on climate has been somewhat muted in spite of climate change accelerating, While agencies focus on AI integration, a bigger transition is coming down the track and Purpose Disruptors said that it will make sure the Australian ad industry doesn't get left behind.”"
"“Purpose Disruptors was founded six years ago in the UK with a clear vision: an advertising industry that works in harmony with the natural world. To transform into an industry that fundamentally redirects its influence from extraction toward regeneration.”"
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