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Climate Cooldown

Break the doom loop


The Climate Cooldown newsletter is a monthly roundup that focusses on positive business and marketing-related climate news, steering away from the doom and gloom.

The past few weeks have been especially challenging as we grapple with the gravity of the latest IPCC report. Maintaining a positive outlook is tough, given the urgent need for action, posing significant challenges for everyone, including businesses.

In the words of Britain’s largest asset manager Legal & General Investment Management (LGIM):

"Never mind the expense of transitioning to a greener economy, the price of inaction is far higher."

Apocalypse fatigue

So, to stay positive - and keep reframing the narrative in business (if only for our own sake) - here’s Per Espen Stoknes excellent TED Talk on ‘apocalypse fatigue’.

He suggests using language to break down barriers – moving from ‘distance, doom, dissonance, denial and identity’ and to ‘social, simple, solution, story and signals’.

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Positive reframing

Speaking of positive reframing, this piece from McKinsey shows how businesses can go for growth - and tackle the climate crisis at the same time.

They’re estimating that net-zero offerings can generate somewhere between $9-12 trillion a year by 2030. Now, that's a good one for the next board meeting!

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Consumer-driven change

Finally, here’s a real business using positive reframing and consumer-driven change: Charity.Super.Mkt – a group of charities taking over the old Top Shop store in north London’s Brent Cross shopping centre.

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What we've been reading & listening to this month:

  • Short read: Going Japanese - using cities as treasure troves to tackle material recycling & reuse.
  • Long read: Marketing strategist Wim Vermeulen talks about the 'climate' brand opportunity, the credibility gap, and why we need to think like the Finns.
  • Great listen: Marketing guru Seth Godin discusses the convenience challenge, feeling socially uncomfortable, and transformational change on the 'Can Marketing Save the Planet' podcast.

Stay positive!



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