Anna Åhrling: Pioneering Purpose-Driven Branding with Onward

In an era defined by rapid change and a growing demand for corporate responsibility, Anna Åhrling, co-founder and CEO of Onward, is emerging as a leading voice in the field of impact-driven branding. With a career that spans the dynamic landscape of advertising to the forefront of sustainability strategy, Åhrling is championing a new paradigm where commercial success is inextricably linked to positive social and environmental impact.

Åhrling’s journey began in the high-octane world of advertising, where she honed her skills in strategy and brand building. Her tenure at Revolt saw her at the helm of sustainability strategy, collaborating with a roster of globally recognized brands including Mars, L’Oréal, and Danone. This experience provided her with an invaluable understanding of how large corporations operate and the immense potential they hold for driving meaningful change. It was this insight, coupled with a fervent desire to embed purpose at the core of brand narratives, that led her to co-found Onward in 2025.

Onward is not just another agency; it’s a movement. Guided by the principles of sustainability, social impact, and compelling storytelling, the agency aims to empower brands to connect with their audiences on a deeper level, fostering emotional resonance and cultural relevance. Åhrling’s vision is to demonstrate that purpose and profit are not mutually exclusive but rather symbiotic forces that can propel brands towards enduring success and positive global contribution.

This in-depth profile delves into Åhrling’s philosophy, her candid reflections on navigating the complexities of the modern business world, and her unwavering commitment to shaping a more responsible and impactful future for the creative industries. Through her insights, we explore the vital role of junior talent, the often-overlooked business acumen required for creative ventures, and the profound strength found in embracing continuous evolution.

The Unconventional Path to Impact: Rejecting the Status Quo

Anna Åhrling’s professional trajectory is a testament to her willingness to challenge conventional wisdom and forge her own path. In a candid moment during Creative Bloq’s "5 Questions" series, she revealed a pivotal piece of advice that she ultimately chose to disregard, a decision that has undoubtedly shaped her impactful career.

"A mentor once told me the smartest move was to find a great company and grow within it," Åhrling shared. "Post-2008, the advertising industry was never going to be the same. The risk of going out on your own just wasn’t worth it." This advice, delivered with the weight of experience and a keen understanding of economic shifts, offered a seemingly prudent path to stability. Åhrling acknowledged the undeniable logic in such counsel, particularly when amplified by the compounding uncertainties of the post-COVID era, the rise of AI, the global cost-of-living crisis, and ongoing geopolitical conflicts. In such a climate, the appeal of a secure position within a reputable organization, offering a stable salary and pension, is undeniably strong and represents sound, considered, and all-round sensible advice.

However, Åhrling’s intrinsic drive and her vision for a more purpose-driven approach to branding compelled her to deviate from this prescribed route. "I just couldn’t make myself follow it," she stated, highlighting a deep-seated conviction that her impact would be more profound by building something new, something aligned with her evolving values. This decision to embrace risk and entrepreneurship, rather than seeking refuge in established structures, underscores her commitment to innovation and her belief in the power of self-determination to effect meaningful change.

This personal anecdote serves as a powerful metaphor for her approach to business and leadership. It signifies a willingness to question established norms and to trust one’s intuition, even when faced with seemingly irrefutable logic. It is this very spirit of independent thinking and courageous action that has enabled Åhrling to build Onward into an agency that prioritizes impact alongside commercial viability.

The Indispensable Role of Junior Talent in a Transforming Industry

In an era increasingly influenced by technological advancements, particularly Artificial Intelligence (AI), the creative industries face a critical juncture concerning the development and integration of emerging talent. Anna Åhrling is a vocal advocate for the continued inclusion and nurturing of junior creatives, arguing that their absence poses a significant threat to the industry’s long-term vitality.

"That we have to bring young people into this industry, or it won’t survive," Åhrling declared, framing this as the "hill she’ll die on" when it comes to advertising. She readily acknowledges the allure of leveraging AI for tasks traditionally performed by junior staff. "It’s so tempting right now to just let AI do the things juniors used to do. I get it, it’s cheaper and faster and easier." The efficiency and cost-effectiveness that AI offers are undeniable, presenting a compelling argument for its adoption in streamlining certain processes.

However, Åhrling’s concern lies in the intangible, yet crucial, elements that are lost when junior talent is sidelined. "But the thing is, we’re losing something we can’t get back: the curiosity, the person who hasn’t yet learned what’s ‘not done’." This is where the true value of junior creatives lies. They bring an unadulterated perspective, a fresh set of eyes unburdened by the ingrained conventions and limitations that can develop over years of experience. It is this very lack of pre-conceived notions that allows them to ask the "obvious questions" that seasoned professionals may have long since ceased to consider. These are the questions that challenge the status quo, that push boundaries, and that ultimately lead to innovation and renewal within the industry.

Åhrling powerfully illustrates this point: "The one who asks the obvious question that everyone else stopped asking years ago because they’d been taught not to. That’s exactly where the industry renews itself, where freshness comes from." By fostering an environment where junior talent can thrive, established professionals can tap into this vital source of new ideas and perspectives, preventing stagnation and ensuring the industry remains dynamic and relevant.

The consequences of neglecting this influx of fresh talent are far-reaching. "If we stop hiring juniors, we’re letting down a generation, whilst also quietly switching our own lights off too," she warns. This statement encapsulates a dual responsibility: a moral obligation to provide opportunities for emerging professionals and a pragmatic imperative for the industry’s own self-preservation and future growth. For Åhrling and Onward, investing in junior talent is not merely a matter of corporate social responsibility; it is a strategic imperative for cultivating a vibrant, innovative, and sustainable creative ecosystem.

The Business of Creativity: Empowering Creatives with Essential Acumen

While creative prowess is undeniably the bedrock of any successful agency, Anna Åhrling identifies a significant gap in the traditional education and development of creative professionals: a comprehensive understanding of the business mechanics that underpin their work.

"The business of running a business," Åhrling states, is the most useful skill that is often overlooked in the development of creatives. She argues that individuals aspiring to advance within agencies, embark on freelance careers, or launch their own ventures deserve to be equipped with fundamental business knowledge. This includes crucial areas such as cultivating and managing client relationships, understanding cash flow dynamics, navigating contractual obligations, mastering the art of hiring and team building, and grasping the intricacies of new business acquisition and profit margins.

Åhrling observes that creatives are typically characterized by their inherent curiosity, intelligence, and a genuine desire to understand how things work. When provided with insights into the operational and financial aspects of a business, she believes they feel "genuinely empowered." This empowerment stems from a deeper comprehension of how their creative contributions fit into the broader organizational strategy and how their work directly impacts the company’s success.

"I think it’s high time to bring them into the fold," she emphasizes, advocating for a more integrated approach to creative education and professional development. This suggests a need for agencies and educational institutions to collaborate on curricula that blend creative skill development with essential business literacy. By demystifying the "business side," creatives can move beyond being solely executors of ideas to becoming strategic partners who can contribute to the growth and sustainability of their organizations. This holistic approach not only benefits individual creatives by expanding their career horizons but also strengthens agencies by fostering a more informed, capable, and business-savvy workforce. Onward, under Åhrling’s leadership, is likely to embody this philosophy, nurturing talent that is both creatively brilliant and commercially astute.

Forging Brand Loyalty: The Power of Genuine Value and Creative Connection

In a saturated marketplace, capturing and retaining consumer attention requires more than just a compelling product or service. Anna Åhrling posits that the key to making people care about a brand lies in demonstrating genuine value that extends beyond the transactional, coupled with a creative approach that truly resonates.

"Give them something useful that extends beyond your product. Something that makes their day a little bit better. And do it with enough creative spark that they actually notice," Åhrling advises. This philosophy centers on the idea that brands must become active contributors to their audience’s lives, offering tangible benefits or support that enhance their well-being or address their needs.

She provides illustrative examples to underscore her point. "It could be access to something they genuinely need, like Galaxy’s The Unhumble Project, which gives women real training in self-promotion." This initiative exemplifies how a brand can go beyond selling chocolate to empower its consumers with practical skills that foster personal and professional growth. Similarly, Åhrling points to brands that actively engage in "fighting for policy change on their behalf," demonstrating a commitment to advocating for their customers’ interests on a larger scale. Offering "practical advice to make their money stretch further" or even assisting consumers in navigating "a difficult conversation at the dinner table" are further examples of how brands can embed themselves into the fabric of daily life by providing relevant and timely support.

The common thread in these examples is a deliberate effort by the brand to understand and address the real-world challenges and aspirations of its audience. This is not about superficial marketing tactics but about demonstrating a genuine empathy and a commitment to adding value. Åhrling succinctly summarizes this principle: "In other words, show people you care about them if you want them to care about you." This reciprocal relationship is the foundation of enduring brand loyalty. When consumers feel that a brand genuinely understands, supports, and enhances their lives, they are far more likely to reciprocate that care with their loyalty, engagement, and advocacy. Onward’s mission, therefore, is to guide brands in identifying and executing these meaningful interventions, transforming them from mere providers of goods and services into trusted partners and valuable allies in their consumers’ journeys.

"Subject to Change": Embracing Evolution as a Strategic Imperative

Anna Åhrling’s personal and professional journey is a narrative of constant evolution, a testament to the power of embracing change as a catalyst for growth and a more authentic way of being. Her proposed autobiography title, "Subject to Change," encapsulates this philosophy perfectly.

"Every plan, every certainty of ‘this is where I’m going’, has been subject to change," Åhrling reflects. She describes her life as a series of pivotal moments where she has re-evaluated her choices and redirected her path, ultimately finding that these shifts, though sometimes challenging, have consistently led to "somewhere better." This acceptance of flux is not a sign of indecision but rather a strategic and courageous adaptation to a constantly shifting world.

Her career path illustrates this continuous reinvention. She candidly shares her decision to leave traditional advertising after years of immersion, choosing instead to pursue a Master’s degree in Sustainability and Social Innovation. This pivot was not a rejection of her past but a deliberate redirection towards a field that held greater personal and societal significance for her. She then ventured into running a consultancy independently, a phase that provided valuable entrepreneurial experience. However, her desire for collaboration and shared vision led her to co-found Onward, recognizing the power of partnership in amplifying impact. Even her geographical location has been subject to change, with her move to Amsterdam following her disillusionment with the political landscape post-Brexit in the UK.

Åhrling notes a significant personal transformation in her perspective on change: "I used to think changing your mind was something to hide. Now I think it’s a sign of strength." This evolution in self-perception is profound. It reframes what might be perceived by some as inconsistency as a demonstration of resilience, adaptability, and a commitment to aligning one’s actions with evolving knowledge and values. In a business environment that often rewards steadfastness, Åhrling champions the courage to pivot, to learn, and to grow. This embrace of "subject to change" is not merely a personal mantra but a guiding principle that informs Onward’s approach to brand strategy, enabling them to navigate complex challenges and capitalize on emergent opportunities with agility and foresight. It underscores the understanding that in today’s world, the ability to adapt and evolve is not just an advantage but a fundamental requirement for sustained success and meaningful contribution.