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A weekly newsletter that explores how we can apply marketing, brand and communications theory to creating real world impact. It’s for anyone that’s interested in building a world that’s a little fairer, kinder, greener and fractionally less hot.

By Lizzie Hedding

Recent posts

The case for being unrealistic

Mar 2, 2026

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10 min read

The case for being unrealistic

When pragmatism fails us, and what I think we can do to avoid death by compromise

Lizzie Hedding
Lizzie Hedding
The political theory that changed the way I view voting

Feb 16, 2026

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9 min read

The political theory that changed the way I view voting

What we get wrong about how people make decisions at the ballot box.

Lizzie Hedding
Bridget Taylor
Lizzie Hedding, +1
What it takes to cut through the noise

Feb 9, 2026

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11 min read

What it takes to cut through the noise

The strategy that I think every business and organisation should be thinking about

Lizzie Hedding
Lizzie Hedding
What's up with One Nation right now?

Feb 2, 2026

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10 min read

What's up with One Nation right now?

What we might be able to learn from brands about the minor party's recent (polling) rise

Lizzie Hedding
Lizzie Hedding
Does using shame in advertising actually work?

Jan 27, 2026

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9 min read

Does using shame in advertising actually work?

An investigation. With bonus recipe recommendations because you guys loved last week's salad 🥗

Lizzie Hedding
Lizzie Hedding
What role should ‘sustainability’ play for brands in 2026?

Jan 19, 2026

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8 min read

What role should ‘sustainability’ play for brands in 2026?

Has greenwashing killed sustainable messaging? Plus THE chopped salad

Lizzie Hedding
Lizzie Hedding
And we're back - happy(?) 2026

Jan 12, 2026

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5 min read

And we're back - happy(?) 2026

New name, same medium-quality takes. Plus, our top summer recommendations

Lizzie Hedding
Lizzie Hedding
Is this what the climate movement’s been missing?

Oct 13, 2025

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5 min read

Is this what the climate movement’s been missing?

Enter: social licence

Tegan Lerm
Tegan Lerm
Everyone's talking about one thing... or are they?

Sep 22, 2025

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5 min read

Everyone's talking about one thing... or are they?

It’s not “the internet” - it’s your internet

Lizzie Hedding
Lizzie Hedding

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