 is a Behavioural Analyst at Canvas8. Her interests range from marketing and digital campaigns to evolution across the music industry.

As extreme weather events and record-breaking heat become the norm, climate change has moved beyond future fears and become a present-day reality. On average, 57% of people worldwide report that climate change has already severely impacted where they live. Permanently changed, erratic weather patterns are colliding with people’s livelihoods, identities, and mental health (not to mention their brains).

The immediacy and scope of this new ‘climate abnormal’ is creating friction at all levels of society. Despite the fact that four in five people across the globe believe humanity is ‘heading towards environmental disaster unless we change our habits quickly’, the way forward feels ridden with tensions. Individuals feel fatigued by brands’ and institutions’ climate inaction – they want change (but less so if it forcibly alters their lifestyle). More than three-quarters of Europeans believe countries would be more effective at tackling climate change by working together, but few can agree on what that work should look like.

A desperate need for change is rubbing up against a society set in its ways. As a result, people are warming up to the idea that the path forward into the climate-adaptive future will require creative, experimental modes of thought more entrenched in imagination than in our current status quo. Luckily, the AI boom and experimental cultural moment that it’s brought about are creating space for new, accessible ways of experimenting, designing, and imagining the world.

This new synergy is ushering in the era of Eco Imagination.

Emboldened by the possibilities of decentralised creativity and incentivised by the rapid decay of the environment, people are re-imagining their relationships with nature. They’re imbuing the nature narrative with the new, experimental, and unconventional, whether by warding off climate anxieties at climate cafes and ecotherapy parks or instigating equitable climate futures through ecofeminism and intersectional eco-thinking. Where recycling no longer cuts it, people are exploring ‘technobiophilia’, eating insects, and using bacteria to build computers. Individuals are looking to create transformative connections with the natural world. With the help of new tools and resources, brands can deliver the kind of regenerative environmental strategies necessary for humanity to survive (and potentially thrive) in a new climate reality.

Eco Imagination 

Communications

Technology

Sustainability

WWF has teamed up with an award-winning animation studio to create an emotionally engaging film that raises awareness of the effects of rising ocean temperatures. Disruptive, authentic approaches like this can help brands more effectively convey their environmental messaging to sceptical audiences.