FIONA O’GRADY

GATI STUDIO

Navigating building
brands and creating
meaningful work
FEBRUARY 21 2024
 FIONA O’GRADY
GATI STUDIO

Work feels like this… … tangled, complex, directionless

Trying to get it to be like this… … simple, focused, achievable

 FIONA O’GRADY
GATI STUDIO

HERE'S WHAT GOES ON IN MY BRAIN

WHEN I TRY HELP BRANDS DO BETTER
 FIONA O’GRADY
GATI STUDIO

Too many Perception that Gen Z are

assumptions eco-conscious activists

72% of college students

shopped fast fashion

ThredUp Gen Z Fast Fashion Report 2022

 FIONA O’GRADY
GATI STUDIO

75% global CEOs have

completed or started
implementing energy
efficiency initiatives

Intention vs 44% US have either started or

Action
"All young people completed work to upskill or
are activists" reskill their workforce in
preparation for the greening of
their company and/or sector

14% global CEOs consider

climate change a business risk
in the next 10 years

PwC Global CEO Outlook Report 2024

 FIONA O’GRADY
GATI STUDIO

Power of
"All money
young people
are activists" 59% Gen Zs & 60% millennials are willing to
pay more for sustainable products and
services

53% Gen Zs & 55% of millennials think it will

become harder or impossible to do so if the
economic situation does not improve

Deloitte Sustainable Consumer Report 2023

 FIONA O’GRADY
GATI STUDIO

Only 20% of people know

the UN temperature targets
worldwide
Confused dot
com people
"All young
are activists"

Potential Energy Coalition 2023

 FIONA O’GRADY
GATI STUDIO

Ignorance is 75% of young Irish people

bliss people
"All young have “focused in on the
are activists" little things that give you
personal joy”.

The Youth Lab Youth Culture Uncovered 2023

 FIONA O’GRADY
GATI STUDIO

HERE'S HOW I TRY HELP BRANDS DO BETTER

AND DO WORK THAT PRIORITISES PEOPLE AND

THE PLANET OVER PROFIT

AND PAY MY RENT BILLS AT THE END OF MONTH

 FIONA O’GRADY
GATI STUDIO

Don't assume - forget about what's in

Go outside of your your own algorithm and really
own echo chamber understand what people want and how
they are cater to this need!
 FIONA O’GRADY
GATI STUDIO

It's easy to ignore data. It's harder to

Power of emotions ignore feelings. To really create change,
and humanity connect with people's humanity (without
exploiting it) on a leadership level and
brand platform level.
 FIONA O’GRADY
GATI STUDIO

Everyone is often saying the same thing

Be clear and and means something else. Prioritise
keep it simple agreement to create accountability - and
to be clear with what you're saying.
 FIONA O’GRADY
GATI STUDIO

Let people be lazy! Make it easy to

Not our turn choose better because you're offering
to be lazy something that people can understand
and actually can help them out on a
daily basis
 FIONA O’GRADY
GATI STUDIO

Ask the difficult questions. Understand

your role in systemic structures.
Privilege is real Sometimes you need to repeat yourself.
Use your privileges and access to
facilitate change.
 FIONA O’GRADY
GATI STUDIO

Insights
ThredUp Gen Z Report 2022
Deloitte Sustainable Consumer 2023
PwC CEO Report 2024
'Later is too late' Potential Energy Coalition Report 2023
Youth Culture Uncovered 2023 The Youth Lab

References
Ebay x Love Island
Tony's Chocolonely
Nature is Calling
Make My Money Matter
66 North
1800 Lazy Eco x MONKI
Creatives for Climate
 FIONA O’GRADY
GATI STUDIO

THANK YOU

✉ hiya@fionaogrady.com ☞ www.fionaogrady.com