A movement for journalism
Journalism worth people's time
Sustainable news does not come from squeezing audiences harder. It comes from being useful, trusted and missed when it is gone. We help newsrooms build exactly that.
What we believe
Three convictions shape everything we do.
Journalism has a job to do
It helps people make sense of their lives, take part in their communities and hold power to account. That responsibility is the reason the industry exists.
Value comes first, revenue follows
Putting people's needs at the centre is not a nice extra. It is the most reliable route to a business that lasts, even if it is never enough on its own.
Trust is built in small moments
Every headline, notification and correction either adds to trust or draws it down. We pay attention to all of them.
Measure success by the value your journalism creates, not only by clicks and cash.
What we do
A simple mission with three working parts.
Advocate
We argue for radical user-centricity in newsrooms: start from what people need and what they are curious about.
Gather evidence
We collect and share proof of how that approach improves financial sustainability and trust.
Co-create
We work with journalists and organisations to design new products, formats and habits that serve people better.
Latest news
Only one in five pays for news. What would change that?
Across 20 richer markets just 18% pay for online news, and the figure has barely moved for years. The gap between countries suggests where to look.
Read the story →15 September 2026 · 4 min readWhy so many people switch off the news
About four in ten people say they sometimes or often avoid the news. The reasons point to a design problem more than an audience problem.
Read the story →Join the movement
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