Our Truth x Changemakers Co-Lab

In 2025, we joined forces with Ashoka, the world’s leading network of social

entrepreneurs, to launch Truth x Changemakers – a pioneering initiative that

fuses commercial strategy with social innovation.

Ashoka’s global community of more than 4,000 social entrepreneurs includes

trailblazers such as Jimmy Wales (co-founder of Wikipedia), John Bird (founder of

the Big Issue) and Caroline Casey (founder of the Valuable 500). Together, they

are reimagining industries from finance and fashion to sustainability, healthcare

and inclusion – creating more equitable, regenerative futures. They are solving the

problems of the future today.

Through this partnership, Truth Consulting brings Ashoka’s world-class insight into

the heart of brand strategy – empowering businesses to bridge the say–do gap,

align purpose with practice and drive meaningful, measurable change. It helps

brands understand communities and the problems that need solving, and future-

proofs businesses by connecting them with people already tackling the pain

points and challenges of tomorrow.

Ways we’ve already added value to our clients with our partnership:

• Redefining Health: Bringing Balance to Global Nutrition Narratives.

  We’ve explored nutrition across markets, uncovering the local nuances

  behind how shifts in health and consumption have both accelerated and

  slowed for families. We’ve challenged black-and-white narratives around

  wellbeing, promoting a more balanced and realistic view that people can

  actually live by – and shown a global food and drinks brand how to activate

  those insights for meaningful growth across occasions.

• Reimagining the Future Home: From Upcycling to Rediscovering the

  Joy of Cooking. We’ve forecasted future home scenarios for a leading

  domestic appliances brand – from the rising importance of upcycling

  appliance parts to the challenge of mobilising consumers and organisations

  to join that journey. Including investigating how the art of cooking is being

  lost, revealing the inspirational role food appliances can play in bringing the

  joy of cooking back into homes across India and Indonesia.

• Playing for the Planet: Shaping a Sustainable Future of Play. We’ve

  unpacked sustainability narratives for a global toy company, helping define

  where and how the brand has permission to communicate about a more

  sustainable future of play.

This collaboration harnesses Ashoka’s visionary insight, empowering businesses to

forge authentic, impactful relationships with their customers through leading-edge

understanding.

“Ashoka’s work shows what happens when changemaking meets strategy – the power to anticipate what’s next and build solutions that truly serve people. By bringing their expertise into organisations, we’re helping brands not just to see the future coming, but to shape it. I encourage everyone to explore Ashoka’s incredible work – their ability to translate insight into purposeful action is transforming how businesses think, act and create change.” — Dr Bridget Dalton, Head of Truth Futures

How we’re already collaborating with changemakers

Why Truth x Changemakers?

Truth x Changemakers opens up a unique space for brands to learn from,

collaborate with and co-create alongside social innovators. It connects the rigour

of insight with the vision of changemakers – transforming awareness into action,

and research into real-world impact.

What we offer

• A pre-detection lens – identifying the challenges and opportunities

  shaping tomorrow.

• Proven impact – drawing on decades of social innovation success.

• Bridging the say–do gap – helping brands live their values and strengthen

  trust.

• Brand evolution – co-creating strategies for more positive, purposeful futures.

How our clients deploy Truth X Changemakers

Beyond insight gathering, we enable immersive collaborations – from workshops

and co-creation labs to thought leadership events – embedding changemaker

perspectives at the heart of strategic research and decision-making.

1. Adding expertise

   Collaborate with changemakers to bring fresh, purpose-driven perspectives to

   industry and trend reports, events and content creation. Their lived experience

   and global insight offer both big-picture context and specific, actionable depth –

   exactly what brands need to stay ahead of change.

2. Unearthing insights

   Work with changemakers to uncover the human stories and systemic forces

   shaping the future. Through workshops, interviews, immersions and other creative

   methodologies, they help decode complexity – revealing new pathways for

   innovation and ensuring insights are translated into effective, lasting impact.

3. Co-creating the future

   Partner directly with changemakers and Truth Consulting to design and facilitate

   collaborations, activations and thought leadership initiatives that drive real-world

   progress. From idea generation to implementation, this is about turning shared

   purpose into shared action – creating change through co-creation.

Ready to shape what’s next?

Speak with Dr Bridget Dalton about bringing Truth × Changemakers into your

insight, innovation, and strategy work.