In 2017, Unbound Philanthropy supported Riding the Waves, which analysed how pop culture has the potential to catalyse social change in the UK. It was a scoping study exploring the themes of representation, authenticity, normalisation, narratives, novelty and relationships within the UK’s cultural landscape. As the name suggests, it was at the surface level of the waves, rather than the waters beneath.

In "New Brave World," authors Alice Sachrajda and Marzena Zukowska dive deep into the narrative ocean. They, along with numerous contributors, explore the power of cultural currents, the opportunities to harness narrative power through content on television, and they begin to shine a light on the vast, unexplored potential of pop culture for social change in the UK. The report profiles emerging and leading innovators who are using culture to build power in the movements for racial justice, migrants’ rights, LGBTQ+ equality and disability justice.

The report focuses on areas of pop culture where there is momentum for narrative change, and in particular, television, film, and gaming as opportunities for exploration. It also lifts up examples of inspiration from the Pop Culture Collaborative and its ecosystem of grantees.