Potential with
new intent.
New Intent is a human rights organisation that empowers the events, hospitality, and cultural sectors to become catalysts for global change, advancing the values of the Universal Declaration of Human Rights (UDHR) through practical action and bold partnerships.
Every event, whether a conference, cultural gathering, congress, or meeting, can be a platform for progress. By embedding the principles of human rights, diversity, equity, and inclusion (DEI) into the core of how events are planned and delivered, we help our partners not only achieve their goals but also contribute meaningfully to the global pursuit of justice, equality, and dignity.
We collaborate with event organisers, venues, hotels, cultural institutions, and destination organisations to ensure their work embodies a profound commitment to social impact. From promoting inclusive practices to addressing urgent challenges such as inequality, forced displacement, and access to healthcare, we support our partners in aligning their strategies with the UDHR and the broader human rights movement.
By positioning cities and regions as champions of DEI and social justice, we help destinations lead on the world stage, not only as hosts but as changemakers. Our transformational campaigns spotlight your organisation’s commitment and turn it into tangible action that inspires attendees, communities, and future generations.
When you work with New Intent, you’re not just planning an event. You’re becoming part of a global movement to uphold human dignity, advance equity, and build a fairer, more inclusive world, one gathering at a time.
Meet our Founder
Rory Archibald is driven by a simple yet powerful belief: that individuals and organisations have both the responsibility and the capacity to make the world a more just, equitable, and humane place.
With over 18 years of experience in the business events industry, Rory has dedicated his career to mobilising people and platforms for impact. He is known for bridging the gap between commercial ambition and social responsibility, transforming business events into vehicles for advancing human rights and sparking systemic change.
As the founder of New Intent, Rory leads with a vision that challenges traditional thinking. He sees every meeting, conference, and gathering as an opportunity to shape society for the better. His work empowers professionals across sectors to move beyond performative gestures and embed values of equity, inclusion, and dignity into the heart of their work.
Rory creates spaces for advocacy, dialogue, and transformation. Under his leadership, New Intent champions a new era of leadership: one where purpose and profit are not at odds and where the events and hospitality industries become engines of global progress.
