Climate hope
When David Attenborough accepted the UN Environment Programme’s Champions of the Earth Lifetime Achievement Award, he said: “Fifty years ago, whales were on the very edge of extinction worldwide. Then, people got together and now there are more whales in the sea than any living human being has ever seen. If we act together, we can solve these problems.” His celebration of an environmental success – the choice to inspire rather than scare – demonstrates that hope still has a role to play in the public conversation around climate change. With 1,000 climate scientists taking to the streets in 25 countries to raise awareness about the climate emergency during Earth Day 2022, choosing to be optimistic might seem reckless. But climate hope is not naive – it’s a crucial step in imagining a radically different future with climate justice at its heart. Young people – nearly 60% of whom say they are ‘worried’ or ‘extremely worried’ about climate change – are starting to speak out about not giving up. As they talk about celebrating our wins, they’re treading the fine line between realism and hope, acknowledging that an eco-apocalypse is still their biggest anxiety while also being more willing than most to take concerted, long-term action. With cynicism around greenwashing on the rise, this balancing of hope and sincerity is the model for any brand wishing to cut through the noise on sustainability and build a future we can get excited about.
