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Making new
common sense

Why are so many of the social challenges we face so intractable? All too often, our ingrained conventional understandings, or ‘narratives’, limit our imagination, trapping us in narrow debates, and destructive patterns of action.

We are a non-profit initiative that works to analyse and understand these narratives, and translate that knowledge into creating and propagating alternatives.

Who we work with

Organisations including non-profits, coalitions, foundations, think tanks and research bodies that are looking to tackle entrenched and complex social challenges, and shift the status quo.

What we do

Narrative Analysis & Mapping

To understand key challenges & context, and inform effective strategy and positioning

Strategic Reframing

To identify and overcome barriers to systems change, through new collective narratives

Message Development & Testing

To create and implement new approaches, proven to work in practice and achieve results

Featured Projects

Narrative Project

With Land We Can: changing the narrative of land in the UK

What would take to shift the way we think about land in the UK, and to recognise its crucial role at the intersection of our many social and economic challenges?

Working with Shared Assets and Land in Our Names, with support from the Emerging Futures Fund of the National Lottery Community Fund, the Lab has been working to design the beginnings of a new narrative for land in the UK, as the basis for more productive social action.

You can see one of the outputs of this work by watching the short film opposite, or find out more in the article linked below.

Messaging & Framing

AI Messaging Guide for NEON

In collaboration with New Economy Organisers Network, we’ve developed a Messaging Guide for progressive campaigners on Artificial Intelligence. As a rapidly evolving subject, its a living document which will update and change over time, but we hope it represents an important first step in pushing back against corporate frames of inevitability and fear that have dominated recent discussion. More to come in this area soon.

Public Events

Public Art and the Economics of Imagination

How does economics influence what kind of art is allowed in our public spaces, and how does public art shape our collective imagination? At the launch our new collaborative project with artist Toby Tobias Kidd and Art School Plus, these questions (and more) were explored by:

Escape from Humanity: the narratives behind Big Tech

In 2021 we held a session exploring the narratives that have shaped the technology platforms now playing a greater role than ever in our culture and society.  We were joined by:




What exactly is a ‘Narratives Lab’?

Addressing the most obvious question about us are Sarah Stein Lubrano, Strategy Director at Future Narratives Lab, and Daniel Stanley,…
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Re-prioritising the future of education

How can we move past binary framings that emphasise difference, to more generative approaches?
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What we don’t talk about when we talk about AI

How do existing narratives about technology, politics and power shape our understanding of the new wave of Artificial Intelligence? What…
Read More
Contact the Lab

We’re always on the look out for collaborations or further work. Please get in touch for opportunities or if you’d like to know more about any of our projects.

Future Narratives Lab

20 Dalston Lane

E8 3AZ

London, UK