Free Hand | July 2024

At Usbek & Rica, we see this reflex in organisations every day: as polycrisis escalates, they adopt emergency communications to convince everyone that they are moving faster than anyone else. Let’s be honest, it doesn’t work. Worse, it adds noise to the noise. Too many years of greenwashing have gone by: audiences have become intransigent, even insensitive.

At Usbek & Rica, our work with companies and institutions involves exploring the future to gather audiences around stories that embrace contradiction and dare to be enthusiastic.

Our current obsession? To enable every organisation, and even every employee, to behave like a “good ancestor” from now on, and thus leave a positive mark on future generations.