Hope drives action. Doom doesn’t. That was the energy in the room at our sold-out London Climate Action Week event – hosted with our friends at Finisterre – where we tackled the big question: how can brands meaningfully communicate climate narrative?
From storytellers and strategists to sustainability leads and brand builers, the room was packed with people tired of fear-based messaging and hungry for something more constructive. Because let’s face it: no one wants to walk into a doom-and-gloom room. And we’re not alone.
London Climate Action Week 2025 brought together over 45,000 people across 700+ events to accelerate climate solutions at the intersection of nature, finance, and justice.
So, what did we learn from our expert panel? Here are some of the key takeaways from the conversation.
Less doom. More doing.
Our panel explored a big shift in climate comms: away from fear-based messaging, and towards hope. Not just vague positivity. But hope that is grounded in action.
Mark Funnell, Communications and Campaigns Director at National Trust, put it best: “It’s the longest, worst news cycle ever. And it’s still going. But scaring people isn’t working, nor are sensationalised and dreadful headlines. What does work is giving people something to hold onto: hope, community, and stories of real change.”
Will Pearson, the Co-Founder of Ocean Bottle, agreed – citing insights Cambridge University’s Climate Cognition Lab:“Constructive optimism is the playbook. Fear puts people in a corner. But belief in a better future can move people.”
Make it personal, or it won’t land
Whether you’re a seasoned activist, a cold-water swimmer, or just someone who enjoys a walk in the park, climate stories feel stronger when they start close to home.
Adele Gingell, Head of Positive Impact at Finisterre, highlighted how personal connection drives change: “You might not see yourself as an activist, but stepping into the sea in Cornwall and knowing it’s being pumped with sewage can shift people’s mindset towards action and being more environmentally minded. That personal connection can inspire a new kind of storytelling, one rooted in optimism rather than fear. By sharing positive social and environmental projects from our community on the Finisterre Broadcast and from our ambassadors, we keep hope alive, which is essential for staying motivated, even as we acknowledge the work still ahead.”
The conversation explored how brands can use storytelling rooted in place, community, and personal connection rather than abstract climate metrics. That means elevating climate ambassadors, showing behind-the-scenes action, and giving people a reason to care.
From awareness to agency
The takeaway? People don’t just want to know what’s wrong. They want to know what they can do. Solutions storytelling was a big theme of the night. As Mark explains:
“We often underplay solutions. Nature-based climate solutions like restoring peatlands or planting trees are just as powerful as policy. And they help people feel they can contribute in a real, physical way.”
From rewilding projects to green job creation, the panel called for climate stories that focus on possibility, not paralysis – a reason to care, and a way to act.
And if you could change one thing?
To wrap up, our Sustainability Strategist, Jo Balchin, asked the panel: If you could change one thing about the current climate conversation, what would it be?
Here’s what they said:
- More investment in nature-based solutions
- More human stories, rooted in community
- More creativity, compassion, and courage in communications
Because, as Will Pearson from Ocean Bottle put it: “No one wants to walk into a doom-and-gloom room. Energy, hope, and a sense of belonging bring people in, and that’s what drives change.”
Where do we go from here?
The event reminded us that impactful climate communication must go beyond facts and move people. Whether you’re a brand, an agency, or an individual, the challenge is clear: How do we tell the truth without losing hope?
Watch the event recap video below:
At Enviral, we believe storytelling can be the bridge from awareness to action, from despair to determination. If you’re a brand looking to spark a connection with your audience to drive positive awareness, we’d love to help. Get in touch with our team here.