Solitaire Townsend, a renowned sustainability expert and solutionist, discusses the power of storytelling in sustainability communication, the influence of advertising and the transition to web 3, bringing sustainable pet food to the market, working together for entrepreneurial growth, solutionists and the importance of mental resilience, and power, money, and influence in shaping the sustainability conversation.
The power of storytelling and appealing to emotions is essential in effectively communicating sustainability.
Communicating personal benefits alongside environmental and societal benefits can engage and motivate individuals towards sustainable choices.
The shift of the most valuable companies from oil and gas to tech creates an opportunity for decarbonization and a diminished influence of the former.
Deep dives
Creating Sustainable Solutions
Solitaire Townsend, co-founder and chief solutionist at Futera, discusses the journey of creating sustainable solutions and communicating sustainability effectively. She shares how her organization started as a project funded by the National Endowment for Science Technology, and evolved into a successful business focused on logic (carbon footprinting, human rights strategies) and magic (storytelling and communications). The importance of telling a compelling story and appealing to people's emotions rather than bombarding them with facts is emphasized.
The Power of Storytelling in Sustainability
Townsend highlights the power of storytelling and the need to tell a complete and authentic sustainability story. She emphasizes that personal benefits should be communicated alongside the larger environmental and societal benefits in order to engage and motivate individuals. Townsend also discusses the influence of the advertising and marketing industry in shaping narratives, and the importance of leveraging their creative skills to promote sustainability.
Changing Behavior through Emotional Benefits
Townsend explores the idea that sustainable solutions should offer significant personal benefits to individuals, which can drive behavior change. She mentions the success of the plant-based movement, which was fueled by emphasizing health and fitness benefits rather than solely environmental reasons. Townsend also emphasizes the need to make sustainability accessible and relatable to a wider audience, including addressing affordability and the emotional aspects of decision-making.
Transition from oil and gas to tech companies as most valuable
In the past 30 to 35 years, the most valuable companies in the world were primarily in the oil and gas industry or reliant on it, such as plastics or commodities. However, the landscape has shifted, and currently, the most valuable companies are tech companies. Tech companies have a significant carbon footprint due to data centers but are relatively easy to decarbonize. Their stationary nature makes it convenient to plug them into renewable energy sources. As the tech industry embraces decarbonization, the influence and power of the oil and gas industry will diminish, placing an obligation on other companies to step up.
The power of storytelling and reframing the narrative
The importance of storytelling and reframing the narrative in addressing climate change is highlighted. Instead of focusing solely on technology, infrastructure, or finance, the emphasis is on telling emotionally compelling stories that resonate with people. Stories have a profound impact on human behavior and shape societies. By framing climate change as an adventure story with unexpected allies and exciting possibilities, it becomes a more engaging and inspiring narrative. The role of communication in breaking free from controlled narratives is crucial, with the younger generation embracing alternative media sources. This shift in narrative ownership is an opportunity to reshape public perception and mobilize action towards a sustainable future.
Bryony returns in Season 11 this week, sitting down with her longtime friend Solitaire Townsend. Solitaire is Co-founder & Chief Solutionist at Futerra, and Trustee of the Solutions Union. She is a renowned sustainability expert and solutionist. From Google to the United Nations, Ikea to WWF, Solitaire works with the worlds’ most influential organisations to activate social justice and environmental restoration. Over two decades she has led the movement towards solutions, hope and optimism with numerous publications and keynotes at the UN, MIT, Ted and many more. She was named “Ethical Entrepreneur of the Year” in 2008 and more recently chair of the UK Green Energy Scheme, trustee of Ashden, a founder member of the United Nations Sustainable Lifestyles Taskforce and a London Leader for Sustainability.
She holds master’s degrees in both Sustainable Development and Shakespeare.
Links
Solitaire's recent book, The Solutionists: How Businesses Can Fix the Future: https://www.amazon.co.uk/Solutionists-How-Businesses-Can-Future/dp/139860934X
Watch Solitaire's 2021 Ted talk - Are Ad Agencies, PR Firms and Lobbyists Destroying the Climate?: https://www.ted.com/talks/solitaire_townsend_are_ad_agencies_pr_firms_and_lobbyists_destroying_the_climate?language=en
The Game Changers Movie on Meat and Nutrition: https://gamechangersmovie.com
Lifting the Curtain on Climate Change Denial - Ep 141: Prof Naomi Oreskes: https://www.cleaningup.live/lifting-the-curtain-on-climate-change-denial-ep-141-prof-naomi-oreskes/
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