Press release
16 Jan 2025  | London, GB

EY looks to the future with the release of new ‘Generations’ film

Press Contact

  • Directed by award-winning Karen Cunningham, ‘Generations’ showcases the commitment of the EY organization to positively impact business, society and the environment to build a better working world
  • Generations is part of the newly launched ‘Shape the Future with Confidence’ brand positioning and tagline, complementing the recently unveiled ‘Transformations’ film
  • Global multimedia campaign will continue to further the most significant brand expansion for the EY organization in more than 10 years

The EY organization unveiled the latest expansion of its ‘Shape the Future with Confidence’ brand campaign with the release of a new film, ‘Generations.’

The film highlights how the decisions of today will impact the world for years and decades to come and seeks to inspire everyone to consider the enduring implications of their choices. EY teams collaborated with creative directors Graham Fink and Mark Goodwin to develop the concept, Hogarth to lead on the production and enlisted Karen Cunningham, a director known for the advert “Imagine the ‘Possibilities’ and the short film ‘Wonderful World,’ to direct it.

The film’s creative focuses on the next generation of talent who will soon be joining the workforce to symbolize the promise of a better tomorrow. The children at the center of the film span a range of abilities, cultures, ethnicities and genders, emphasizing the global need for sustainable and ethical business practices to help ensure a prosperous and equitable world for all.

Generations is the second film under the Shape the Future with Confidence banner, following the recent launch of ‘Transformations.’ While Transformations illustrates the many external forces shaping the modern business landscape, Generations takes a purpose-led approach to build momentum around the EY ambition to build a better working world. Collectively, the two films and supporting marketing campaign demonstrate the role of EY teams on unlocking value for business, people, society and the environment.

John Rudaizky, EY Global Chief Brand and Marketing Officer, says:

"Generations seeks to inspire thoughtful leadership. To remind those making long-term decisions today, especially around artificial intelligence, sustainability, social equity and many other global issues, that they must have the interests of the next generation at heart. A generation that will, in the not-too-distant future, become part of the workforce too. 

“Karen’s compelling storytelling and ability to get natural performances from real people has helped make Generations so engaging and powerful. It’s a pertinent, optimistic message embodying the belief that if we shape the future with confidence around the issues that matter, we will build a better working world.”

Karen Cunningham, Director, PRETTYBIRD, says:

”Authentic casting is at the heart of every film I direct, and we saw over 500 children for Generations. I was inspired by how aware this next generation is of the concerns for our planet, as well as their innate belief that adults will find the way to a better working world. Their truthful insights helped to inform our final film.”

Graham Fink, Creative Director, Fink Different, says:

“'We wanted to make a film that looks at the future through the eyes of those who will inherit it: children. It’s a reminder for everyone — especially leaders — to innovate responsibly. Our children’s future hinges on the choices adults make today. Let’s shape a world that they truly deserve.”

The Generations film will be featured in a global multimedia campaign and will reach audiences through TV, digital video, audio in business-focused podcasts and feature prominently across EY social media channels and online platforms, plus live client experiences, events and other brand moments. The campaign’s media planning was carried out by EssenceMediacom.

To view the Generations film please see: Generations and for Transformations please see: Transformations with EY.  

For more information, visit: ey.com.

-ends-

About EY

EY is building a better working world by creating new value for clients, people, society and the planet, while building trust in capital markets.

Enabled by data, AI and advanced technology, EY teams help clients shape the future with confidence and develop answers for the most pressing issues of today and tomorrow. 

EY teams work across a full spectrum of services in assurance, consulting, tax, strategy and transactions. Fueled by sector insights, a globally connected, multi-disciplinary network and diverse ecosystem partners, EY teams can provide services in more than 150 countries and territories.

All in to shape the future with confidence. 

EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. Information about how EY collects and uses personal data and a description of the rights individuals have under data protection legislation are available via ey.com/privacy. EY member firms do not practice law where prohibited by local laws. For more information about our organization, please visit ey.com.

This news release has been issued by EYGM Limited, a member of the global EY organization that also does not provide any services to clients.

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