Disruptive Thinking x Play It Green: Member in Focus

Disruptive Thinking: Member in Focus

Today we take a look at Disruptive Thinking, one of our amazing community members in our series entitled ‘Member in Focus’.

Disruptive Thinking exists to help others create, plan and execute brilliant commercial and marketing strategies. A principled approach to business with a desire to do good work with good people.  

With a strong portfolio of customers including accountancy firms, tech companies, startups, law firms, publishers, universities, healthcare providers and more, business is going well. 

Disruptive Thinking has a Climate Positive Workforce with Play It Green. This means each team member receives weekly footprint reduction tips, discounts and education on sustainability. Furthermore, 10 trees are planted every month to rebalance their personal carbon footprint. Finally, vital funds are also passed onto their chosen good cause AKT. 

The business also has access to all our Net Zero and marketing support and a community of like-minded businesses. 

We recently caught up with the CEO and founder Yiuwin Tsang to find out more about this fantastic business and what the future holds for Disruptive Thinking.

Please, tell us a little about Disruptive Thinking

We first started out in 2017, with the aim to help others create, plan and execute brilliant commercial strategies. This journey also helped us to define one of our guiding principles – to do good work with good people.

We knew that if we could tick those two boxes, we’d create something worthwhile and meet excellent people along the way.  Luckily for us, we get to work with some incredible clients who bring out the best in us by testing us and challenging us. This allows us to demonstrate the skills and capabilities we’ve honed over the years.

There are now five of us in the team, each with our own specialisms that we bring to the table. From project management to email marketing, search expertise to automation, sales and commercial to marketing and technology strategy.

Why is sustainability important to Disruptive Thinking?

Ultimately we believe that great marketing comes with great responsibility. It’s part of our mission statement to create equitable opportunities for the underprivileged and underrepresented of our generation and to protect the planet for future ones.

We know that wanting to help people grow isn’t just about helping businesses put more in their pockets. It’s about helping them become commercially sustainable, in order for them to be able to do more good in the world. To us, it makes perfect sense. As the conservationist David Brower liked to say, “There is no business to be done on a dead planet.”

Why did Disruptive Thinking decide to collaborate with Play It Green?

We were looking for the opportunity to put our words into action and support a cause with a real tangible impact. Play it Green seemed like an obvious choice. The balance of reducing carbon, planting trees, and supporting charitable causes we care about really appealed to the team. 

Through our collaboration with Play it Green, we’ve been supporting AKT, a charity that helps LGBTQ+ young people find safety and security. They do this by providing pathways into safe housing, access to social support, and assisting with routes into training and employment. Knowing that our donations directly benefit such a good cause gives us that extra incentive to do what we do.

What does the future hold for Disruptive Thinking?

We’re currently on our B Corp journey – and excited to be getting closer to certification. This won’t dramatically change how we’ve been carrying out business for the last 5 years. There is a level of accountability which is something that we’re really proud to shout about. The team is hoping that this will not only continue to shape how we do business but why we do business. We’re always looking to collaborate with like-minded people and we know that wearing our values on our sleeves is the way to do just this.


Yiuwin Tsang, CEO, Disruptive Thinking

“Play It Green was recommended to us by a fellow agency founder. What we love about what the platform does for us is give us the provenance in our carbon offsetting as well as transparency for our donations. This means we can see the tangible difference our partnership makes and that we can communicate this impact with confidence and authenticity.”

Disruptive Thinking Founder, Yiuwin Tsang
Yiuwin Tsang, CEO, Disruptive Thinking

Chris Thair, Co-Founder, Play It Green

“Disruptive Thinking has been brilliant to work with from the start. We share the same values, are supporting each other’s growth and therefore are entwined to a long-term relationship. Our subscription brings many facets of support to a business and it is always heartening when we receive great feedback.”

Play It Green Co-Founder, Chris Thair
Play It Green Co-Founder, Chris Thair

Play It Green: Empowering Your Sustainability Journey

Ready to take your commitment to sustainability to the next level? Play It Green stands as your partner in creating positive environmental change. From educational resources on sustainable practices and signposting to sustainable services to initiatives like tree planting and social giving, Play It Green offers a holistic approach to environmental stewardship. 

Join us in the journey toward sustainability—embrace eco-conscious practices and be a force for positive change in our world. All whilst staying relevant, meeting legislation and aligning with the values of today’s consumers and employees.

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