Change starts here

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The Good Side is an insight and creative ideas company. We help people to understand and impact systems, society and culture.

Questions we're asking

How do we create a landslide in individual consumption behaviours, so people make smarter choices around their environmental impact?

How can we connect Commonwealth leaders to the impact of discriminatory colonial laws, and drive legal reform?

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How can we convince decision makers to introduce hate crime legislation that protects LGBTQ+ people?

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How can we encourage early childhood programme designers to think about the caregiver as much as the child?

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What are the challenges of parenting in low income communities in coastal Kenya?

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How can we remotely use our research and storytelling skills to capture insights during the Covid-19 lockdown?

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How can we connect young people across the Commonwealth with activists and highlight the need to reform discriminatory laws?

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How are LGBTQ+ people represented at senior levels of FTSE companies?

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What is the LGBTQ+ travel experience like?

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How can we better understand Save The Children’s key audiences?

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Outside of organised religion, how do British people remember the dead?

How might we encourage young men to reach out to friends when times are hard?

What would it take to bust the stereotypes of toxic masculinity?

How might we encourage the development of more positive behaviours and emotional resilience online?

How do British people feel about overseas aid, and what would it take to turn disaffected audiences into advocates?

How do young people consume and create youth culture through media technology?

What impact does polished and filtered online content have on young people’s sense of identity and mental wellbeing?

What does creativity mean for Gen Z young people across the world?

What would it take to convince the naysayers that overseas aid is important and valuable?

How can public-private partnerships deliver against the Sustainable Development Goals and support social enterprises in the global South?

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What can we learn about gender norms for young people, and how can branded media change the status quo?

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What role do cars and driving play in young people's lives, and how can we help them take fewer risks in the car?

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How do we get more British people to adopt reusable coffee cups, and save 150 million single-use coffee cups from landfill?

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WE ARE THE GOOD SIDE

We help people to understand and impact systems, society and culture. Our team blends anthropological thinking, communications expertise and media production. We work with organisations from global tech giants to one woman NGOs, from international brands to social enterprises.

How we work

GO WHERE THE ACTION IS

We go where people are, immersing ourselves in their lives. Learning by doing.
EXPLORE THE MARGINS

We look at the nascent shoots of emergent thinking and behaviour. Exploring where culture changes.
BRING IT TO LIFE

We see people behind the question and we share their stories.
DISTILL COMPLEX IDEAS

We deconstruct complex questions by looking at all the angles to discover and tell the simple story within it.
CREATE WAYS TO CHANGE

We understand the bandwidth for change, what effective strategies require and how to inspire and shape action.

Who we work with

WE ARE THE GOOD SIDE

What do values really mean to people, and how do they show up in their lives and choices?

Saul Parker

Founder
How can we help young people free themselves of self-consciousness?

Liz Cheesbrough

Senior Insight Director
How can we instil behaviour change techniques into our films?

James Lewis

Head of production
How do we keep participants engaged throughout the research process and ensure they have a positive experience?

Adrianne Colyer

People and Projects Manager
How can we uncover what people actually do, vs. what they say they do?

Catriona Hay

Project director
How can we work with people's cognitive biasis to impact social change?

Kymberly Loeb

Associate Director
Which films have had the biggest impact on the world?

Leva Kwestany

Senior Filmmaker
What film best represents your life?

Matthew Huntley

Senior Researcher
How do we get young men to reach out to their friends?

Odette Schwartz

Senior Researcher
What did you learn from this?

Ticiana Riveiro

Administrator

Read more about The Good Side

OUR WORK

All

Young people

Ethnography

Gender

Qualitative

Strategy

International development

LGBTQIA+

Mental Health

Quantitative

Film

Online

Sustainability

Behaviour change

Technology

Covid-19

BOOKING.COM

How might we help LGBTQ+ travelers make travel plans in a safe and welcoming way?
STARBUCKS + HUBBUB

How do we get more British people to adopt reusable coffee cups, and save 150 million single-use coffee cups from landfill?
UNILEVER / TRANSFORM

How can public-private partnerships deliver against the Sustainable Development Goals and support social enterprises in the global South?
THE HUMAN DIGNITY TRUST

How can we connect Commonwealth leaders to the impact of discriminatory colonial laws, and drive legal reform?
FINANCIAL REPORTING COUNCIL

How are LGBT+ people represented at senior levels of FTSE companies?
THE KAYS FOUNDATION

How can we encourage early childhood programme designers to think about the caregiver as much as the child?
Y&R:Think!

What role do cars and driving play in young people's lives, and how can we help them take fewer risks in the car?
THE CORONA DIARIES

How can we remotely use our research and storytelling skills to capture insights during the Covid-19 lockdown?

Mama Kwanza for The Kays Foundation
"A Wake Up Call" for The Human Dignity Trust
The Corona Diaries - Episode 10
"The Sky Will Not Fall" for The Human Dignity Trust
#Reform53: Christine
Journey With Absent Friends
People's Vote March
#Reform53: Bonnie
Viv, Lanmour, Respe' (Live, Love, Respect) - Andy

See more of our films

CONTACT