Conspirators

Shaping culture as a brand isn't an altruistic thing to do. It's a smart business decision. It's the only way to ensure the loyalty of your customers, the dedication of your employees, and the future-proofing of your revenue. What an honour to speak with the phenomenal Misan Harriman of Culture3 at SXSW. These are trying times we find ourselves in, and it can be tempting to step out of the limelight. But I personally believe the darkness is an opportunity for real brand leadership to shine.

Meta’s fact-checking rollback, TikTok’s uncertain future, a political backdrop we’re still coming to grips with, and an administration where platform regulation and accountability remain unclear at best are leaving users, brands, and creators asking what does this all mean? To put it mildly, the social media landscape is shifting, rapidly. We've been asked this week what we think is in store for 2025, and while it’s too soon to know how things will shake out there are three things we believe to be true. 1. Digital communities will remain a vital “third place.”?People will always need a space to share news, connect, and laugh, and while that used to be church, the gym, the pub, or water cooler it's now prominently social media. Folks may shift away from legacy platforms, but migrate to other platforms (BlueSky, Substack, Twitch) and tweak their tone and content accordingly. We may see the rise of exciting new platforms that feel more authentic and values-driven. The platforms that succeed in this new era will be the ones that embrace flexibility, prioritize creators, and respond to shifting user expectations. 2 - Creators will shape the future of influence—on and off social media.?Even as legacy platforms evolve, creators will remain at the center of digital culture. Their ability to connect with audiences, build trust, and spark conversation transcends any single platform. Whether through innovative partnerships or new tools, brands and organizations must continue to prioritize creators as a driving force behind breaking through the noise and generating meaningful engagement. 3 - Credible resources and voices are more important than ever.?In this "post-truth" world, chaos and misinformation across social media will only increase, making trusted resources and experts essential. This is particularly urgent for issues like #climate, where credible information must cut through the noise to dispel myths and galvanize action. The path forward will demand consistent effort to amplify trustworthy voices and drive audiences toward change. While the future of #social remains unwritten, one thing is clear: connection, creativity, and community (online and offline) are more critical than ever. By adapting to this new landscape, supporting creators, and prioritizing credible voices, we can help shape a more purposeful and impactful digital future. In a time of unpredictability, the real opportunity lies in reinvention—and the chance to rebuild the connective power of social media for a new generation. ??

Meta’s fact-checking rollback, TikTok’s uncertain future, a political backdrop we’re still coming to grips with, and an administration where platform regulation and accountability remain unclear at best are leaving users, brands, and creators asking what does this all mean? To put it mildly, the social media landscape is shifting, rapidly. We've been asked this week what we think is in store for 2025, and while it’s too soon to know how things will shake out there are three things we believe to be true. 1. Digital communities will remain a vital “third place.”?People will always need a space to share news, connect, and laugh, and while that used to be church, the gym, the pub, or water cooler it's now prominently social media. Folks may shift away from legacy platforms, but migrate to other platforms (BlueSky, Substack, Twitch) and tweak their tone and content accordingly. We may see the rise of exciting new platforms that feel more authentic and values-driven. The platforms that succeed in this new era will be the ones that embrace flexibility, prioritize creators, and respond to shifting user expectations. 2 - Creators will shape the future of influence—on and off social media.?Even as legacy platforms evolve, creators will remain at the center of digital culture. Their ability to connect with audiences, build trust, and spark conversation transcends any single platform. Whether through innovative partnerships or new tools, brands and organizations must continue to prioritize creators as a driving force behind breaking through the noise and generating meaningful engagement. 3 - Credible resources and voices are more important than ever.?In this "post-truth" world, chaos and misinformation across social media will only increase, making trusted resources and experts essential. This is particularly urgent for issues like #climate, where credible information must cut through the noise to dispel myths and galvanize action. The path forward will demand consistent effort to amplify trustworthy voices and drive audiences toward change. While the future of #social remains unwritten, one thing is clear: connection, creativity, and community (online and offline) are more critical than ever. By adapting to this new landscape, supporting creators, and prioritizing credible voices, we can help shape a more purposeful and impactful digital future. In a time of unpredictability, the real opportunity lies in reinvention—and the chance to rebuild the connective power of social media for a new generation. ??

? 42 creators. 100M followers. Endless possibilities. ?? This week, we wrapped up 2024 by bringing together some of the most brilliant social media creators with TED Conferences / TED Countdown and other superstar partners like Wyn Wiley aka Pattie Gonia, Kareem Rahma, Sarah Paiji Yoo from Blueland, Samina Virk from Vestiaire Collective, Jaya A., Dr Kate Marvel from NASA - National Aeronautics and Space Administration and more to workshop a challenge close to our hearts: sneaking climate into culture. From TikTok to YouTube to Pinterest and Meta, these creators are reshaping how millions see the world—it’s time bring climate into the conversation. No boring lectures. No doomscroll vibes. Just captivating, creative, culture-first content that recognizes climate as the impactful, human, compelling story it is. This is the energy we're bringing into 2025 at Conspirators. So incredibly grateful for all the amazing partners, collaborators, and creators we've worked with this year, and hope you'll conspire with us in 2025.

42 creators with 100M+ followers sneaking climate into culture. Conspirators partnered with TED Countdown (along with superstars like Pattie Gonnia, Kareem Rahma of SubwayTakes, Sarah Paiji Yoo of Blueland, Samina Virk of Vestiaire Collective, and Dr Kate Marvel of Nasa - as well as folks at YouTube, Pinterest, TikTok, and Meta) to convene some of the world's best storytellers. From ceramists to farmers, astrophysics professors to Real Housewives, we empowered mainstream creators to rewrite the climate narrative. This is the future of climate communications. Want to meet people where they are? Tap the folks they love and trust (and give them the freedom and support to talk climate in their own way). Creators are ready. Are we?

A million views on a Reel connecting mental health and planetary health? Heck yeah! Loved this collaboration with the incredible Gemma Styles for a campaign on UK climate leadership powered by Global Optimism. Sneaking climate into culture isn't just for this side of the pond. #Mission2025 brought us over to the UK, and we're not done yet... ????

A landscaper from Manchester sneaking into culture? This was one for the books. Loved collaborating with the incredible Global Optimism team and #Mission2025 as Mark talked his (mostly male) audience through why he's been using battery powered tools for years. Climate doesn't need to be political. It's just about spotlighting the behaviour changes that make sense for our finances, our families, and our futures.

The key to avoiding Mummy Earth issues? Humanity moving climate progress forward—and fast. At a time when climate progress feels like it's stalling, enter #Mission2025 – a 70+ member strong coalition of businesses, investors, and leaders urging governments to ratchet up national climate plans asap – congregated by our brilliant partners and friends at Global Optimism. To support, Conspirators tapped a handful of major mainstream creators, including Henry Rowley, to craft content that doesn’t just inform—it seriously entertains. Because when the planet’s at stake, there’s no time to be boring.

When we asked our friend Pattie Gonia to connect us with the iconic Bonnie Wright for a piece of content for Environmental Defense Fund, we could never have guessed how it would turn out. Fast forward to this viral video - 5 million views and counting of Bonnie sneaking climate into the heart of culture with none other than TikTok sensation Daniel Mac. This is what it looks like to break out of the eco-echochamber. All in all, this campaign tapped a dozen creators - specializing in everything from ASMR to finance to home construction - and brought climate progress to audiences that only hear about the doom and gloom. Our model works, creators are game, and audiences are ready. Let's go!

Can Conspirators sneak climate into anything? Pretty much... Loved working with the incredible Whispering Willow on an ASMR piece of content to soothe folks back to sleep when they're getting stressed about the future. This campaign with Environmental Defense Fund took one message (cimate progress in the US), and paired it with a dozen creators with 46 million+ followers. The result? 12 pieces of content unlike anything you've ever seen before, reaching 7.5 million people and counting, coming in at under $0.02 per view. We're just scratching the surface, but this initiative proves that everyone can talk climate if you can come up with the right way in. So, let's go! ????♀???