How does an initiative like the 4 Day Week UK get funded? They describe themselves as UK's national campaign for four-day working week and seem to be spending q

How does an initiative like the 4 Day Week UK get funded? They describe themselves as UK's national campaign for four-day working week and seem to be spending quite some money advertising this in the UK. Who are the people with money with a vested interest in a 4 day working week? And why are they willing to spend so much money on it in this economic climate?