Pollution kills, but people ignore it. Therefore an an ad wouldn't work. We created a thought that was a website, a movement and then a law. Acts rather than ads.
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Created a law in the UK
Date Launched
September 2, 2025
Editor's Picks
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Credibility is the new brand currency
Maintaining trust when nobody trusts anything
What are AI influencers actually good for?
The emerging division of labour between AI and human creators
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Why AI's biggest players are betting on human connection
The strategic battle for trust in a world of technical sameness
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The Performance Treadmill
Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.
Trust, accountability and purpose: The Kite Factory's winning formula
CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.
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