Beyond Advertising

Chapter 10A Global Movement toward a More Desirable Future

Why do people start and join movements? … There's something happening around them that they're not quite content with, and they'd be interested in helping to change it (even if they're not entirely sure how).

— Scott Goodson, Founder and CEO, StrawberryFrog (2012)

We learned from Scott Goodson and the many wise people he features in his 2012 book Uprising that people don't join a movement because you tell them to. They feel a “restlessness” and they see a solution that motivates them to take action and join in. That's what we are hoping has happened for you when reading this book and the many inspiring insights from our Advertising 2020 collaborators.

The “we” that we have used throughout this book refers to all those who have a desire for a better future of advertising and are motivated to act upon it, collaboratively. For starters, consider the power and potential of tapping into the advertising and marketing creativity, imagination, empathy, insights, strategy, planning, design, tech, and analytic talents and budgets, around the world, to collectively be a force of change to make a better future actually happen. Given the nature of the five forces of change and the model that we collectively propose, there are a whole host of others, far beyond the traditional boundaries of advertising and marketing, who see the value of this approach and who, if we give them a compelling platform, or if we are open to joining forces ...