Leading action sports podcast Looking Sideways has teamed up with MAD//Fest London (1-3 July, Truman Brewery) to host a special live podcast on effective activism.

The live podcast on 2 July will bring together leading brands, activists and commentators to discuss the often uneasy relationship between brands, purpose, and activism. 

Hosted by journalist, podcaster and agency owner Matt Barr, the podcast will feature Finisterre CMO Bronwen Foster-Butler, activist Lauren MacCallum, ‘Goodvertising’ Author Thomas Kolster, and B Corp CEO Chris Turner.

From small start-ups to global corporations, there has been a shift to ‘purpose-led’ brands in recent times with an increased emphasis on sustainability and CSR initiatives. Many have gone one step further, entering the world of activism, proactively campaigning on environmental issues, and even transforming production and business models.

However, significant septicism exists as to whether brands can truly play a positive role in activism, with accusations of inauthenticity and greenwashing made. Many of the world's top brands claim to be eco-friendly and some have even employed brand activists. Yet a 2023 Surfers Against Sewage’s Brand Audit revealed that just 12 global brands were responsible for 80% of all branded pollution.

“I’ve been a big fan of Looking Sideways for some time now and I’m excited to bring a live version to MAD//Fest that will ask important questions like whether brands can use their reach, cash and influence for good, or if there’s a fundamental contradiction between sales growth and sustainability. At MAD//Fest, we don’t shy away from the big issues and attendees can expect a lively debate featuring brand owners, activists, not-for-profit organisations and sustainability authorities,” said Dan Brain, MAD//Fest London’s Co-founder. 

CLICK HERE TO BUY YOUR TICKET TO MAD//FEST LONDON (LIMITED TICKETS AVAILABLE).