• join the movement


    A big idea for a bright future

  • the opportunity


    We stand at a crossroads in history, on a planet as pregnant with opportunity as it is plagued by threats.

    We are challenged by rising inequality, volatile financial markets and ineffective political systems.

    The relentless drill of hyper-capitalism is hampering the planet's ability to regenerate.


    But in many ways there has never been a better time to be alive. Technological, educational and medical advancements and global communications promise a world overflowing of opportunity.

    Not just a better world, a remarkable world.


    Our converging issues may indeed be complex. But they also oblige us to reassess our relationship to each other and the planet we call home. In that sense the answer may be simpler than we imagine. What we need is a radical shift in mindset. That's why we are inviting you on a journey.

    We invite you to envision a future with the ancient golden rule at its core.

    There are no published blog posts yet.

    Treat others and the planet as you wish to be treated

  • The IMaginals

    Imaginal cells hold the vision of the butterfly. These men and women are our planet's Imaginal Cells.

    Each has a compelling vision for a better world, unified by the Golden Rule.

    Read more in our book: Imaginal Cells: Visions of Transformation






    Former vice president,

    environmental leader, speaker, author



    Archbishop, the elders, social rights activist, Nobel prize winner



    CEO Unilever, chair of the World Council on Sustainable Business Development



    'The Godfather of Biodiversity,'

    snr fellow UN Foundation, Prof of Environmental Science George Mason University

    Lord Mark Malloch Brown

    Former UN Deputy Secretary General, Chairman

    UN High Commission on Business



    Executive Director of the Stockholm Resilience Centre, The 9 Planetary Boundaries



    Nobel prize winner, academic, economist, social entrepreneur and micro-finance pioneer.



    Father of the 'circular economy', architect, designer, thought leader, and author.



    photo credit: Benjamin J Borley

    The UK's most influential green thinker and author, founder of Forum for the Future.



    Tom Szaky is the Founder of TerraCycle, a leading eco-entrepreneur and recycling pioneer.

    David de


    photo credit: Kris Kug

    Banking heir come eco-warrior who sailed a boat made of recycled bottles across the Pacific to highlight pollution.



    One of 13 indigenous grandmothers, Pauline is a tribal wisdom keeper and environmentalist.




    Former reforming CEO of Barclays, and fin-tech entrepreneur.



    Canadian social entrepreneur, and activist, co-founder of Free The Children which Craig launched at only 12 years old.



    Sudanese-born telcoms CEO. Launched the Mo Ibrahim Foundation to encourage better governance in Africa.




    President of World Business Council on Sustainable Development. Former CEO of TNT.

    Marcelo Sanchez Sorondo

    Argentine Bishop and chancellor of the Pontifical Academy of Sciences. Advised on and assisted the Pope with the Encyclical.




    Steve leads Aviva Investors sustainable and responsible investment. He started his career at WWF where he chaired the business group.



    Founder of the Generative Leadership Centre. International facilitator for systemic change and global challenges




    Stella was gifted the star lore by a wisdom-keeper grandmother to preserve for future generations. Known as the local Erin Brockavitch for her work protecting native title.




    John is a former international chief economist, best selling author. He is also co-founder of the Pachamama Alliance and has been trained by some of the world's leading shamans.




    Dov Seidman is a best selling author, attorney, and columnist. He is also the founder, chairman and CEO of LRN, an ethics and compliance management firm



    President of Museums Association and founding president of the Federation of International Human Rights Museums, David launched the International Slavery Museum.




    Le Manach

    Frederic is the scientific director of Bloom Association, and former editor of Fish Bytes, and a tireless defender of ocean life.




    Claire is a former journalist, producer and director who founded Bloom, an organization that highlights the over-exploitation of the ocean's fishery reserves.


  • What We Do

    Our goal is to inspire people with the simple message of the Golden Rule.

    Our target is a change in global mindset. To make this happen we inspire, convene and resource.


    Supporting the Global Goals

    The Golden Rule as the unifying spirit of the Global Goals

    The Golden Rule is the ethos that underpins all of the seventeen Global Goals. By working towards global mindset change, we can build a world without poverty or slavery, where women are empowered, and where we can all participate in an inclusive circular economy with a vibrant biodiversity, clean water and oceans.....

    A New Story for Humanity

    Not just making sense of a complex world.

    Our first publication is Imaginal Cells: Visions of Transformation, a collection of essays from thought leaders and change agents. This publication addresses the most pressing issues of our time, embracing the Golden Rule as the starting point, and offering a roadmap for humanity. Check out our store to order your copy.

    Games for the Goals

    Games that support the UN Sustainable Goals

    The next year will see us work with some of the largest games companies to target the 2.2bn people who play games online - the biggest community on the web. We will build games that engage and educate young people about the challenges and opportunities of the sustainable development goals, embedding the golden rule. Click here for more.....


    Talks, Events, Film & Art

    Promoting game-changing ideas and inspiring leaders

    Our story began with a high profile launch at the World Economic Forum in Davos with a prestigious panel and audience of global thought leaders. We are following this up with regular live and online 'Imaginals' talks with the goal of hosting one global event annually. We will keep you posted about plans for a documentary , a traveling art exhibition and a global campaign.


    Educating and inspiring the next generation

    We are aiming to reach 250,000 schools in our first year, with a number of universities and MBA programs across the world. Plans are also afoot for a MOOC based on the important ideas espoused by The Imaginals, in our book, Imaginal Cells: Visions of Transformation.

    Putting a Heart in the Tin Man

    Incorporating the Golden Rule into AI

    Elon Musk, Stephen Hawking and Bill Gates have all identified artificial intelligence as the greatest existential threat to humanity. Our mission is to safeguard our future by incorporating the Golden Rule into algorithms so computers have a compassionate foundation.

    Shouting from the Rooftops

    Social media as a force for good.

    At no other time in our history have we been as connected. There's never been a better time, nor a greater need for our simple message. That's why we plan to build a social media hub for change, employing all the tools at our disposal to inspire people the world over to join our movement.

    Global declaration & pledge

    A top down bottom up crowdsourced commitment

    Our goal is to establish the updated Golden Rule as the defining principle of our era with the potential to shift the current paradigm. To that end, we will organise a declaration with global thought leaders and change agents, legitimised by a mass open online pledge mobilising support from all over the world.

  • TEAM



    Kim Polman


    Kim Strauss Polman was born in the U.S., and though starting her professional life in Arts Management, has been an environmentalist for many decades. Kim is a citizen of the world, and has lived in a number of countries. She enjoys playing cello in various ensembles, and organizing concerts. Kim also oversees a charity dedicated to literacy for the blind and the visually impaired in Africa. She has raised three sons with her husband. The Golden Rule has always been important to her.

    Stephen Vasconcellos


    Publisher of Salt magazine, and former CEO of Country Strategic, Stephen is a committed change agent and believer in a better world. Scottish born, with a multicultural background, he has lived and worked all over the world, specializing in the field of nation-branding, and working with leaders world-wide. He is motivated by a compassionate perspective and the aspiration that we all belong to one global family.

    Barbara Bulc


    Barbara is the founder and president of Global Development. She has over 20 years of leadership and advisory experience in international development, global health, diplomacy and the pharmaceutical industry, working with the private sector, governments, international organization and NGOs in Europe, the U.S, Africa and Asia. Barbara has been a driving force in catalyzing and developing innovative and transformational public-private partnerships in development with compassionate outcomes.

    Shelley Zalis


    Shelley Zalis is a data pioneer, having founded one of the world's largest, fastest-growing research companies. From the get go, Shelley has always made a stand for equality assuming the mantle of mentor and friend to other female industry leaders. Today Shelley is the mastermind behind The Female Quotient - a movement of over 10,000 corporate women and influencers worldwide across 55+ events, TFQ is the leading platform/destination for addressing equality for female leaders, and Shelley is a powerful voice for change.

  • Videos

    Karen Armstrong on why we should embrace the Golden Rule

    The single most important principle to live by.

    Prince EA tells us why the answer begins with YOU

    The old world is ending, the seed for the new one is within each and every one of us.

    Robin Wright on the science and evolution of the Golden Rule

    Why it is important to live the Golden Rule, and not just affirm it. And why Nature deploys it as a successful strategy.

    Reboot's Kim and Stephen take their message to leaders at Davos

    Our book Imaginal Cells, Visions of Transformation is launched, alongside our social enterprise, Reboot the Future.

    Bruce Lipton on Imaginal Cells

    What happens when the caterpillar transforms into the butterfly. How the imaginal cells hold the vision for the transformation. And why this is the most powerful metaphor for our times.

    Love has no labels

    Love has no religion. Love has no race. Love has no gender. Love has no labels

    Faith Leaders Unite

    Let our differences unite us, not divide us.

    Lucy likes tomato sauce

    Children see things differently.

    Fall in love with Ruby

    She just wants you to love her the way she is

    No-one should ever go hungry

    And this hero is doing all he can to feed the poor

    Kids show how to win with style

    FCB junior team's show of compassion to losing side is an example of real leadership

    Inclusion starts with I

    Diversity ignites creativity, problem solving and innovation

    Invoking the Golden Rule to solve the refugee crisis

    FCB junior team's show of compassion to losing side is an example of real leadership

    The indomitable Maya Angelou

    Love liberates. Do the right thing.

    Sheryl Sandberg, facebook COO on the platinum rule

    Taking the Golden Rule to the next level

    Narayanan Krishnan is taking care of India's most vulnerable

    Not just feeding the poor, but loving them too

    The one and only Mandiba

    Make poverty history. Equality is non negotiable.

    Your future depends on me

    When I thrive you thrive. Treat me well.

    I have a dream

    The definitive Golden Rule speech. I have a dream where my four little children will one day not be judged by the colour of their skin but by the content of their character

    Speaking out for girls' education

    We have to chose to speak up for what we believe in

    Our imaginal Al Gore on the case for optimism

    We will win this!

    The Dalai Lama on creating a meaningful life

    Nurturing the seed of compassion towards others is key to transforming our enemies

    Building coherent fields of neural intelligence

    The cutting edge of heart math science

    The circular economy

    Time's up on our consumer economy. So how do we build a new system that works in tandem with nature?

    What are trophic cascades and why they matter

    Yes, all life is connected.

    Beyond plastic?

    Let's rid the world of plastic pollutants. It starts with each and every one of us

    The lifecycle of a plastic bottle

    The journey to the great pacific garbage patch. Why your buying decisions matter.

    Being black?

    Why we can't afford to turn a blind eye to endemic racism

    Hairdresser for the homeless?

    This hairdresser is giving people on the streets some dignity by treating them as they want to be treated

    Caterpillar to Butterfly

    7bn cells in the caterpillar - is this the blueprint for our current transformation?

    We the people

    We will live in a world where........

    A history of the golden rule

    From 1800BC - the highest universal principle

    The Charter for Compassion

    The essence of compassion is the golden rule

  • Contact Us

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