Agency for Nature returns with five bold campaigns to reconnect youth with nature

UK – After a first season in 2024, the Agency for Nature, a pop-up creative agency by Purpose Disruptors, has launched five new campaigns in its second season, collaborating with top UK creative agencies to embed nature into youth culture and tackle the widespread disconnection from the natural world.

The campaigns, developed by emerging talent from AMV BBDO, VCCP, Iris, House 337 and Droga5, use subcultures and social trends to engage young people (18–35). One campaign celebrates the shared extravagance of drag and nature, while another explores nature’s links to the gothic underworld through a bespoke zine and radio show. A grassroots football initiative fosters connection beyond the pitch, and a bold rebranding of nature appeals to streetwear fans. In addition, an AI-powered ‘Talking Tree’ enables direct conversations with nature.

‘Our climate and nature crisis urgently needs creativity,’ said Lisa Merrick Lawless, co-founder of Purpose Disruptors. ‘We have to reach outside of the bubble and engage new audiences, in particular young adults in urban environments. We need to help them reconnect to nature by bringing it to them, where they are in novel and innovative ways through culture, like they experience music and fashion.’

In our Rebranding Nature Design Direction, we analysed how, to lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.