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Introducing The Hope Gap

Eli Keery

As the clock struck midnight on New Year’s Eve, we collectively ushered in 2025, hopeful that January 1st might bring with it a fresh start, an entirely new lease on life. For some, it's the promise of transformation (“New Year, New Me”) whilst for others it's the same old challenges dressed up as shiny new resolutions. 


Then there’s the crowd who gave up before it started: “Just 52 more weeks to get through.”


All of these perspectives reflect what the New Year represents: a starting line for our hopes and fears, a moment to chart the road ahead. 


As we have professionally stepped into 2025, we would love to believe that this will be the year social progress and prosperity take centre stage. But for every glimmer of hope, there seems to be a headline ready to make us sigh into our morning coffee. 


Rising costs, political gridlock, conflict and the culture wars aren’t exactly great pep talks to start the year off. We should be up in arms if we could be, but the row back from tech companies around DEI is causing fatigue. 


The gap between our desires for achievable social acceptance and reality became what we have called the Hope Gap. Emerging from conversations with business leaders, DEI practitioners and changemakers across industries, we asked the question on everyone’s mind. 


What is giving you hope? 


Too often, the narrative surrounding societal issues merely diagnoses and muses about its effects. We wanted to move beyond this by discussing actionable solutions to our systemic and interpersonal problems. 


Our aim is to provide a call to action; a clear direction for our attention and energy - our hope - to focus on.  

We narrowed down discussions into three areas: business, marketing and advertising, and the media, given the expertise of our team and contributors, and the immense power these sectors hold in influencing social norms and narratives. Over the coming weeks we'll be releasing a content series to give you a snippet of each chapter. 


You can get ahead by downloading The Hope Gap report in full. In collaboration with leaders from companies such as Unilever, LIONS, ISBA, Hope & Glory, ITV and Golin, we have set out what it takes to have and hold hope for the future. 



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