Contributing to Positive Change

September 29, 2015 | Jeff Macdonald
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The Sound Of Change is a call to action for anyone who wants to make a contribution to positive change in our world. Specifically it looks to use the credibility and influence of music artists to support and amplify the social change goals of brands and other organisations.

We brought 90 aspiring activists from the worlds of brands, music and social change together in London on 20th July for a half day workshop. Here we heard from change makers such as of Ben & Jerry’s and Rock Corps who shared their tips on successful activist approaches to inspire people to make a difference. 12 mixed groups then hacked ideas and solutions for 12 real world social problems. Take a look at the highlights of the day here.

Following the event we have gotten commitment from many attendees to continue the journey they started and we are currently working on projects aimed at tackling climate change, the empowerment of women and the promotion of a more peaceful society. Through the event’s networking opportunities we have also started a number of other conversations and journeys for positive change.

There is a long history of musicians leading social change action. From the folk movement role in the US Civil Rights Movement through to the present day activity of Miley Cyrus in highlighting the challenges faced by LGBT youth through her Happy Hippie Foundation. As brands increasingly focus on purpose and a positive contribution to society, there is a real opportunity for them to develop more distinctive and meaningful activity in the music space by working in collaboration with artists who share their social change goals. In place of generic, undifferentiated music activities, they could be building programmes that inspire and engage a Millennial and Gen Z audience who actively want to participate in initiatives that can make a positive contribution to the world around them.

If you are interested in learning more about brand activism – or even better, collaborating with fellow activists to drive social change – then join our LinkedIn group and connect with others looking to make a positive difference.

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Jeff Macdonald

Born and raised in Scotland, Jeff now lives near London, having arrived there via Canada and India. It was whilst taking his Masters degree in Economics that he first got interested in the study of human and social behavior, subsequently applying this to global marketing roles for the likes of Nestle, Bacardi and Nokia, across a broad mix of positioning, comms and innovation projects. Understanding the reality of the complexity and challenges big global organizations operate within, Jeff seeks to help clients break free of the limits and constraints that this can create. A passionate believer in the power of ideas to inspire people to greatness, Jeff is an optimistic dreamer who enjoys helping clients to find their culture narrative to unlock the magic in their business and brands.