• linkedin
Open Site Navigation

Dystopian Anger: Our Why



We, at Future Shift, are lucky enough to have an office on College Green and left work on Wednesday, stumbling into the protest in support of Ukraine and its people. People are angry. Angry that we still have this narrative forced upon us every day whilst the rich and powerful succumb to monstrous acts of greed.










Anti-Russia Protesters on College Green (source)


Recently, more than ever, I've been thinking about the reason that Oscar and I started Future Shift. Our why.


We were sick to death with the status quo of our environment. Our environment, where deceit has become more common than the truth.


Where we are fed false hope after false hope that those in charge are fully supportive for a change to our ‘now’. The ‘now’ is a place where the simple existence of our planet has been thrown into jeopardy by the resource-guzzling structures that have dominated the economy to date.


Our position, as sustainability consultants, is intertwined with conflict between people and businesses that truly want to innovate and disrupt, yet are held back by a huge lack of resource support from a government that has promised net zero.


This is amplified by a ‘Build Back Greener’ campaign in light of hosting COP26. Subsequently followed investment to increase our coal mining capacity, expand Bristol Airport and drive public transport into the ground by increasing rail fares whilst cutting rail and bus funding.



The establishment has done everything in its power to desensitise the narrative of demonic greed.


When a dictator becomes so powerful because of the belly of oil and natural gas he’s monopolised (oh yeah, that resource we are still dependent on, that has every country salivating with entrenched jealousy) creates a humanitarian crisis, it does well to survive the 24 hour news cycle we have created.


A change has to come in our lifetimes and we started Future Shift to rip up the current state of ‘now’. To innovate alongside the fundamental cogs of this planet, businesses. To propel those businesses that intend to disrupt their sectors and demonstrate that there is a better way of doing business than is institutionally embedded to us.



Future Shift was born from anger. Dissatisfied with the rate of positive climate action, faithless that those responsible for change are capable of actioning what is needed. Yet still hopeful that we, however small we may feel, can shift that status quo to a system that can coexist with our planet.


Being angry is exactly what we need to be. Being angry at the current state of our world gets us out of bed in the morning. Channelling this anger into working action is the fuel that powers the Future Shift engine (watch out EV market).


I’m pretty sure this entry turned out to be a lot more politically driven than I originally intended. But f**k it, I’m angry.