The roots of our economic system run deep, perpetuating environmental, climate, and social crises. However, we have more power to rewrite our economic story than most people realize. With creativity, open-mindedness, and collaboration, we can build an economic system that helps people and planet thrive.
We spoke with Tara Campbell, Wellbeing Economies Manager at the David Suzuki Foundation, about how the Wellbeing Economy Alliance Canada is building a hub to champion the global Wellbeing Economy movement in Canada.
A dinner where a group of organizers, artists, entrepreneurs, and a Toronto city councillor gathered to dream about local wellbeing economies.
What inspired you and your leadership to start advocating for the Wellbeing Economy?
My work advocating for wellbeing economies is housed at an environmental non-profit, the David Suzuki Foundation. Some people are surprised when I tell them what I do and for whom: why is an environmental non-profit weighing in on economic issues? It makes sense when we understand that our current profit- and growth-seeking economic system is a massive force structuring our relationship to the environment. This search for growth leads to endless extraction, planned obsolescence and throwaway culture, and alienation from land and place.
As an organization, our mission is to equitably protect nature’s diversity and the wellbeing of all life, now and for the future. We know that to transform society’s relationship to the environment we have to work on the roots of that relationship. We see our economic system as one of the roots perpetuating the intersecting environmental and climate crises we find ourselves in today.
This interest in the economy led to an affiliation with the Wellbeing Economy Alliance (WEAll) — a global collaboration of people working for transitions to economies that prioritize people and planet. WEAll has been doing some amazing work over the past few years developing new public narratives around the economy. WEAll understands that this global movement will be mediated through place-based organizing. As part of that effort, we are currently working on launching a WEAll Canada hub.
We are motivated by the idea of wellbeing economies not only because we see them as necessary for the environment, but also because we know they will make life so much better! The dominant economic system simply doesn’t meet people’s needs. Even in a wealthy country like Canada, many people struggle to find affordable housing, food, and energy. Many others struggle to find decent and meaningful work. We know it doesn’t have to be this way, and we want to tell a different story of what our economic system could look like.
What do you consider to be your biggest success as an advocate and professional in this space? Can you share any stories of the impact your work has had that have surprised you?
We are working on a complex challenge that is massive in scope and it’s nearly impossible to attribute changes happening in the world to our actions. Because of this, we try to work on actions to create pathways for change, enabling conditions rather than outcomes. Our largest impact in this space has been cultivating meaningful relationships between individuals and organizations working for economic transformation and creating containers for imagination.
One of my most memorable recent projects, Toronto Imaginal Transitions, involved working with a small group of diverse community organizers and innovators to gather, build trust, and push the boundaries of their imaginations around what a Wellbeing Economy could look like in Toronto. One of these gatherings manifested as a magical dinner party where artists, organizers, entrepreneurs, and a city councillor spent an evening dreaming together. While this didn’t immediately lead to any big shifts in the local economic system, we worked on the conditions for change by planting seeds of these ideas and creating the foundation for collaboration.
How do you feel that shifting to a Wellbeing Economy will help make the world better?
Our economic system prioritizes profit and growth over community needs, including our need for a healthy environment. Transitioning to a Wellbeing Economy inverts this. The priority becomes meeting not only the needs of people but also that of the land and non-human creatures with whom we share the planet. It is important to stress here that prioritizing needs means not simply the needs of those of us in the Global North or those of us who are settlers.
While pathways for economic transition are always a source of debate, my view is that it will require everyone to get involved and deliberate over what we want and how to get there. This means that in addition to creating a viable future for our shared planet and ensuring everyone has enough to live in dignity and comfort, the transition to a Wellbeing Economy might see an expansion of the realm of democracy too.
I don’t see the transition to a Wellbeing Economy as an austere vision. I suspect that if we prioritize wellbeing over economic growth we will develop deeper networks of care, work less, and have more freedom over our time. I like to see this from the perspective of philosopher Kate Soper, who advocates for an “alternative hedonism” — a different vision for the good life that doesn’t depend on consumption.
On one occasion during the Imaginal Transitions project, we gathered around a fire and built stories of future economies from the perspective of various local landmarks, animals, and characters.
What are some of the challenges you typically face in advocating for the Wellbeing Economy?
For many audiences, I find even suggesting the economic system could be different is often quickly rejected as unachievable. There seems to be a common sentiment that we have tried other economic models, they haven’t worked, and this is the best we have or that the system is too big to change. I think one primary purpose of our hub will be to support people, organizations, and institutions to see the current economic system as something that humans have designed. We can design it differently.
There are a lot of myths and challenges to overcome, but we don’t need to start with a blank slate. There are so many functioning systems to point to as places of learning: the Cleveland Model, Indigenous economies, mutual aid networks, worker co-operatives, etc. Creativity, open-mindedness, and collaboration are how we will overcome the challenges we face as we push for change.
Are there any upcoming initiatives or projects related to your work/the Wellbeing Economy you’d like to share?
Many like-minded people are working for economic transition in Canada, which is really encouraging! We have been mapping the Canadian landscape of people, organizations, and networks working for wellbeing economies in some way or another, and we will be releasing an interactive map later this year. You will be able to find that on our website once it is released. We hope the map can be a tool for anyone looking to get inspired by all the work already happening.
We’ve also started a collaboration with Dark Matter Labs, a global non-profit building infrastructure for a new civic economy. Dark Matter Labs has been piloting an initiative called Cornerstone Indicators, which involves bringing a community together to reimagine the metrics and indicators used to strive toward community wellbeing. They have experimented with this approach in Sweden and Scotland, and we are interested in piloting this with a community in Canada this year. We are also developing open-source tools that anyone could use if they are interested in these kinds of approaches.
What can people do to help spread word about or take action toward transitioning to the Wellbeing Economy? How can they support your mission?
We have been in an incubation period with the WEAll Canada hub for a while now and are getting ready to open it up for engagement soon. If the notion of a Wellbeing Economy is of interest, please come join and participate! This could be by subscribing to our newsletter or X (formerly Twitter) account to stay informed about wellbeing economies–related news, or coming to events and building relationships with other people advancing wellbeing economies throughout the country.
Wellbeing Economy, Purpose-Driven Organizations, and Meaningful Work: A Practical Revolution
By: Dr. Victoria Hurth and Professor Lorenzo Fioramonti
“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”
― Buckminster Fuller
In our opening editorial, we outlined how a Wellbeing Economy is aligned with a sustainable future and an efficient, effective economy and how purpose-driven organizations operationalize this economy. In turn, purpose-driven organizations unleash and are dependent on the energy of meaningful work and lives of individuals, households, and communities. As well as being the power behind a Wellbeing Economy, the ability to contribute to and engage with purpose-driven organizations directly increases wellbeing through bringing a sense of usefulness, joy, and community through our daily activities. This is in contrast to the conventional wisdom that by increasing our financial income, we can purchase more consuming goods as a way to achieve a good life.
This is why we advocate a three-level shift in the macro (Wellbeing Economy), meso (Purpose-Driven Organizations), and micro (Meaningful Work and Lives) realms of the market economy, thus turning a vicious circle (the current consumption-based economy) into a virtuous one, based on long-term wellbeing for all (sustainability).
Some may feel that we are outlining some unattainable utopia. We are optimists but please don’t mistake our optimism for naivety — we recognize that there is still a long way to go, and the ultimate path is not certain. However, we also know that there are no fundamental barriers in the way of achieving this shift if we collectively wanted to. It merely rests on collective imagination and faith that positive change is in our hands.
The various insights revealed in this issue of Make The World Better Magazine were compiled to feed this faith and imagination. While they are just a partial window on the change that is possible, they represent a revolution that has been underway for some time. Once you tune in, you can witness everywhere, at all levels, and all around the world.
EOQ Congress in Porto, 2023.Professor Lorenzo Fioramonti.
The Macro Level
At a macro level, the Wellbeing Economy revolution is about a tangible shift away from governing as if GDP is the core objective — as if this is a good way of understanding if the economy is achieving long-term wellbeing for all — toward directly measuring and governing wellbeing outcomes. This macro-level governance needs setting at national as well as local levels of government.
The insights in this magazine from the people working on the Wellbeing Economy Alliance Canada, the Network of Wellbeing, and the Canadian Purpose Economy Project all detail the widespread and expanding action to make the Wellbeing Economy a reality. The articles help bring to life the motivations for the Wellbeing Economy at the macro level and key ways people can keep up to date and get involved, from signing up for newsletters to engaging with key resources
Beyond Scotland and Canada, countries that are spotlighted in this magazine, the Wellbeing Economy Governments (WEGo) also include Wales, Iceland, New Zealand, and Finland. In addition, a number of countries outside of this group have been pushing to develop the foundations of a Wellbeing Economy. For example, the EU has been pushing this agenda concertedly since its 2009 Beyond GDP project and the UK developed Quality of Life indicators as part of its Measures of National Wellbeing program in 2010.
The work happening through the Wellbeing Economy Alliance and beyond builds on practical work that began in the 1990s with the UN’s Human Development Index, and in Asia, where Bhutan’s Gross National Happiness (GNH) framework has long been a beacon of change toward a Wellbeing Economy. What is hugely important is that once you start properly measuring what matters, you realize how much real value is being lost through blindly growing financial income as if this will automatically result in wellbeing outcomes.
Work has been expanding over the years at national and local administrative levels to expose “social return on investment.” These and other multi-capital accounting experiments have been gaining sophistication over the years, and we are starting to get consensus at the international level on the best approaches that put wellbeing as the central currency.
Action is also being taken by the world-renowned Club of Rome, which has spearheaded the global debate on economic transformation since the 1970s and openly advocates for a Wellbeing Economy to replace the contemporary growth-focused market economy in its latest book, Earth for All.
The Meso Level
While the shift in ambition at the level of the macro market economy is vital, this needs to be made real through purpose-driven organizations, including governments as organizations. Purpose-driven organizations by definition routinize decisions that support the Wellbeing Economy. As we outlined in our previous editorial, it is governance that routinizes action toward an objective (within clear parameters), oversees whether or not this has been achieved, and is accountable for that fact to relevant others. In this nested system, we need the right direction, oversight, and accountability at the macro level of governance in order to motivate and retain the right governance at the level of organizations where the value-creation work happens.
Recognizing this deep interconnection between the Wellbeing Economy and purpose-driven organizations, Mike Rowlands and his team at the Canadian Purpose Economy Project have been working to convene and amplify the voices of prominent CEOs and other organizational members to lobby for a macro environment that can help purpose-driven organizations thrive. Given that Canada has a history of being a Wellbeing Economy visionary, as Tara Campbell from WEAll Canada outlined, and that the purpose-driven business community is very active, this is a context where change could be supercharged.
At the operational level, inspiring stories of purpose-driven organizations working hard to make the Wellbeing Economy real at a meso level have been brought to life in this magazine by NATIVA, The Purpose Business, Therme Group, Anglian Water, and Inspired Villages. Together they help illustrate in real terms what business models look like when they exist to make a contribution to long-term wellbeing for all while ensuring they achieve that purpose in a way that protects and enhances the assets they rely on.
Eric Ezechieli from NATIVA and Andy Brown from Anglian Water illuminated the role that the legal context plays in anchoring decisions to a clear, durable, and dedicated purpose. For NATIVA, the first certified B Corp in Europe, the Benefit Corporation legal form has been a central pillar of driving change. For Anglian Water, as one specific company on a purpose-driven journey, it has been about changing their constitution within traditional legal form and then using the British Standard in purpose-driven organizations, “PAS 808:2022 Purpose-driven organizations. Worldviews, principles and behaviours for delivering sustainability” (PAS 808) to embed this across the company.
Regardless of whether you can change your legal form, it is the governance and management practices that make purpose, and therefore the Wellbeing Economy, real in day-to-day decisions. Like NATIVA, Pat Dwyer outlined how The Purpose Business is itself a purpose-driven organization that works with a wide range of organizations to support their lived purpose journey. While both work globally, NATIVA is more European-centric while The Purpose Business focuses on the change happening in Asia. Together these demonstrate the global nature of work to bring about the Wellbeing Economy through purpose-driven organizations.
What these stories also well demonstrate is the blue sky thinking and hyper-innovation that sweeps in when you flip to a purpose logic of decision-making that is wellbeing, and, therefore, sustainability-oriented. Product and service ideas and the scope of collaborators open up as the business-as-usual (BAU) way of thinking about markets shifts from a marketplace of potential financial income capture to a marketplace of potential wellbeing outcomes. In addition, decisions start to become bounded by hard parameters that make the protection and enhancement of social and environmental systems (like healthy water systems) and the health of stakeholders a non-negotiable limitation. These parameters shape business model design and all strategy to achieve the purpose — thereby making sure value isn’t created through innovation in one place but destroyed through operations to achieve it.
The existing system that promotes asset-stripping of our shared resources in order to make financial profit makes it difficult to operate within parameters that protect social and environmental systems. At the same time, with the right mindset, research shows creativity is heightened with hard parameters. Furthermore, the expanded innovation mindset of purpose and freedom from old ways of thinking that purpose unlocks means that these organizations can find ways around problems others can’t see and gives energy to sustain grand plans.
If you are purpose-driven, then you also care as much about governing for healthy stocks and flows of non-financial capital as financial capital, as well as ensuring the business model operates within social and environmental thresholds of health. You count what matters, you recognize you can’t always count it and seek multi-stakeholder insights, and you make decisions based on that fuller view. This is also the basis of being able to comply with the oncoming ESG reporting agenda, which, while starting out as an investor risk and values agenda, is ultimately about society saying to organizations that they can only exist if they can prove that they are not asset-stripping our collective long-term wellbeing. Purpose-driven organizations do this as part of their core processes and are set up to weather this revolution in reporting better than others.
By changing the objective and the parameters, which are the basis of strategy (i.e. how to achieve an objective within parameters) the rationale for action: the “business case” is also fundamentally changed in purpose-driven organizations. This goes hand in hand with leaning on the raft of new multi-capital accounting systems that have been emerging over the years.
Reflecting the shift from GDP at the macro level, we’ve had a couple decades of serious innovation in organizational-level accounting: everything from the Environmental Profit and Loss Account (EP&L) spearheaded by Puma, to full multi-capital accounting processes mainstreamed by organizations like the once-prominent International Integrated Reporting Council (IIRC) and the Capitals Coalition, to recent pushes to provide estimated costs of externalities in the notes to the accounts in order to fulfill director duties to assure accounts are “True and Fair.”
One further striking aspect of what characterizes purpose-driven organizations is the collaborative approach taken to bring communities of practice closer together to drive advanced change. All contributions to this issue of Make The World Better Magazine in some way exposed supercharged collaboration and co-creation.
Nowhere is this taking root more seriously than in the national standards-building work to build and expose the emerging consensus on the governance and management needed at the meso level. The British Standard, PAS 808, can be freely downloaded and was designed to be applicable globally and in any organization.
However, while that was the intention, it is only when the question of “how is a purpose-driven organization governed and managed” posed at an international level can we really know what the consensus on this is. Twenty twenty-four may be the year this process kicks off within ISO (the non-governmental process of consensus building made up of 167 counties). Any pre-work to scrutinize and experiment with PAS 808 is a way to prepare for this, and you can join the implementors group on LinkedIn.
The Micro Level
The macro Wellbeing Economy provides the structure for the meso-level purpose-driven organizations to flourish, and this, in turn, unlocks enhanced meaningful work and lives — and hence, enhanced direct wellbeing — for those who work for, buy from, live near, or are impacted by them.
Duncan Newbury from Therme Group and Jamie Bunce from Inspired Villages brought colour to this by describing how being in service to a world of long-term wellbeing for all has led to business models that seek to enhance wellbeing directly. Both are using science and experimentation to understand more and more about what fulfills us as humans. They are brilliant examples of how businesses can flourish precisely because they care most about the wellbeing of those they touch with their daily activities.
While there has been decades of concerted research and practical innovation on the topic of meaningful work and lives, this has not yet been properly connected as a global movement and certainly has not been properly integrated with the meso level of purpose-driven organizations and the macro level of the Wellbeing Economy — the levels which underpin whether or not we can use our individual efforts to make sustainability a reality.
To all those working directly in advancing meaningful work and lives, we would love to see recognition for the work you do and for your work to directly feed into and from the meso and macro levels described here.
Sparking the Three-Level Shift
The three-level shift we have described in detail is the necessary result of a period of economic paradigm “flux” that we have lived through in the last couple of decades. A period where business-as-usual thinking has deteriorated in the face of the wide-scale social and environmental system breakdown that it drives. It has felt confusing and difficult to move beyond describing “what is wrong” to being able to precisely describe what the alternative looks like. We believe that this is what the three-level shift represents.
We hope we have helped convince you that while there is, of course, a long way to go, we already have the base foundations in place and the basis to enact rapid change globally. In many ways, this is not about creating something new but taking away the barriers that stop the positive outcomes we as humans are motivated by.
Imagine, for example, those who went into politics to improve their communities but became stuck in a game of sacrificing what matters to improve the national accounts. Imagine the number of purpose-driven organizations that couldn’t get off the ground because of a structured competitive environment that allowed profit-making from social and environmental harm. Or the entrepreneurs who put vast amounts of energy into solving a genuine wellbeing problem but whose only option was to borrow toxic finance from those who co-opted their governance for financial income capture. Think for a moment about the average person who would love to go to bed feeling that they didn’t just pay the bills but used their time, energy, and skills to contribute positively to the world around them, rather than feeling worse and worse about the effects of their talent. This is the potential waiting to be unlocked. And the first biggest barrier that we need to overcome is that the majority of the world understands this and can see the way forward outlined in this magazine.
In summary, we believe all the conditions are in place to reform the market economy at the macro, meso, and micro levels. What is missing is the clarity about the common goal, which we hope this edition provides some small impact on. It is this clarity that will build the unity and confidence for the hard work of directing, overseeing, and being accountable for this transformation — in other words, doing the hard work of changing how we govern the economy and organizations. More than that, this starts with how we govern ourselves as individuals and citizens, the ultimate governing body.
Dr. Victoria Hurth is a global expert; thought leader in sustainability, ESG, and purpose governance; and Cambridge Institute for Sustainability Leadership Fellow.
Professor Lorenzo Fioramonti is the Founding Director of the Institute for Sustainability at the University of Surrey (UK), a member of the Club of Rome, and a former member of Parliament and Minister of Education, University, and Research in Italy.
Building a sustainable world where future generations can flourish within nature’s limits is going to take a lot of work from dedicated communities. In order to accelerate their sustainability journey, changemakers need free, accessible resources that will help them carry out this work as effectively as possible.
We spoke with Bob Willard, Founder of Sustainability Advantage, about how his platform is providing sustainability champions worldwide with the tools they need to make a lasting impact.
What was the “spark” that inspired you to start creating Sustainable Advantage content?
There were four sparks that inspired me.
First, in the mid-1990s, my wife and I became concerned about the planned location of a new water treatment plant for our community, Ajax, Ontario. We were uneasy about its close proximity to the upstream Pickering Nuclear Generating Station. Our concerns about the amount of unremovable radioactive tritium in our drinking water led to a three-year effort with multiple levels of government to relocate the water treatment plant. We were not successful. However, the intake pipe for the water plant was angled away from the Pickering nuclear plant, further out into Lake Ontario and deeper down, so the tritium would be more diluted. The experience shook my naïve faith that the people in charge were looking after us. It was a wake-up call that, as citizens, we sometimes have to roll up our sleeves and get involved. We also moved.
Second, during the water plant saga, my day job was leadership development at IBM Canada. We used learning organization principles in that training, so I undertook a part-time master’s degree about learning organizations at the University of Toronto (UofT). As the water plant issue evolved, I decided to complete my studies with courses at the UofT School of the Environment. That was an eye-opener. I had no idea how we were jeopardizing the ecosystem services on which human civilization depends. There were bigger issues than tritium in drinking water that needed our attention.
Third, also during the mid-1990s, I stumbled across The Natural Step (TNS) and learned how we were violating the four science-based system conditions for a thriving human society of a finite planet. We expect governments to fix this, but governments can’t do it alone. From my 34 years of experience at IBM, I knew that the resources, creativity, and influence of the business community were needed as well. But most companies only do things that benefit their bottom lines. We needed a compelling business case that reassured companies it was in their best interest to help address pressing environmental and social issues. I couldn’t find a convincing business case for corporate sustainability, so I decided to create one. It was my master’s thesis.
Fourth, my master’s thesis advisor casually suggested that I should convert my thesis into a book. I laughed. Why would I do that? Writing a book sounded like a lot of work. But he had planted a seed. In 2000, I received my master’s degree and retired from IBM. I don’t golf, so I decided to spend my leisure hours converting my thesis into a book, The Sustainability Advantage. I also created spreadsheets to help any company assess how much more profit it could make if it improved its environmental and social impacts. The book was published in 2002. The same year, I founded my sole proprietorship, Sustainability Advantage.
Being a father, and soon-to-be grandfather, those four seeds found fertile ground, and my new career as a sustainability champion was launched. My family’s future was at stake. We need all hands on deck with tools that enable them to be effective change agents.
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
Over the last 23 years, I have written six books, one of which is available in Portuguese, and given over 1,600 talks worldwide. I have served on the boards of many not-for-profit/non-governmental organizations. I am a Certified B Corp, qualify as a social enterprise, and have earned several awards for my work. I provide over a dozen free, open-source tools on my website to help sustainability champions assess organizational sustainability performance and cost-justify improvements. Subscribers can use and tailor the 900+ slides in my six Master Slide Decks for their purposes, saving them the effort of researching and creating the slides from scratch.
I am helping sustainability champions make an impact with these resources. Occasionally, I am approached by someone who heard me do a talk several years ago and they say it changed their lives. I get asked back to do guest presentations in college and university courses and do many keynotes at conferences worldwide. “Success” is creating resources that are useful. So far, I have anecdotal evidence that they are for the thousands who have downloaded them. That’s good enough for me.
How do you feel having a platform and community help to make the world better?
“You have to do it yourself; you can’t do it alone,” is one of the leadership paradoxes I explain in The Sustainability Champion’s Guidebook. As a sole proprietor, I have to work through others. I’ve served on the boards of influential organizations like TNS Canada, the Sustainable Purchasing Leadership Council (SPLC), and B Lab’s Standards Advisory Council (SAC). My website platform, with over a dozen free, open-source resources, helps the community of sustainability champions be more effective change agents. My 50–80 talks per year provide an opportunity to alert people to resources that can help them be more effective change agents so that they don’t waste time recreating them. It feels good to continuously hear back from kindred spirits who are making a difference in their spheres of influence with the aid of my resources.
Bob Willard
What are some of the challenges you typically face in creating content or building out your audience?
I have had the privilege of working with some amazing people to create my resources. I continuously upgrade them with new ideas and suggestions from users and reviewers. Creating content is the fun part. Building out the audience/users is the challenge. I am uneasy that well-intentioned sustainability champions may still be wasting time reinventing the wheel. I need to be better at raising awareness of my free, open-source resources.
Are there any upcoming initiatives or projects you’d like to share?
I am very concerned about climate change. I’m heavily engaged in encouraging governments, especially the Canadian government, to integrate Net-Zero Procurement (NZP) elements into their current procurement processes. NZP ensures that the buyer/government gets the best value for money by procuring the most climate-friendly goods and services from suppliers who are the most committed to science-based net-zero targets. The buying power of companies and governments using Net-Zero Procurement is a market force that will mobilize businesses in the race to net-zero greenhouse gas (GHG) emissions by 2050 or sooner.
In a robust NZP system, all suppliers, regardless of size or sector, must disclose their net-zero GHG reduction targets and plans. The disclosures include their current direct and indirect GHG inventories, their commitment to science-based net-zero targets, and their plans to reach those time-based targets.
In Canada, as in all countries, over 98% of companies are small, having fewer than 100 employees. Many of them are in government supply chains and would be required to make the above disclosures. However, most net-zero disclosure frameworks and standards are designed for large companies. They are very challenging for a small supplier. That’s why I created a short, reasonable questionnaire — the free, open-source Net-Zero Assessment Tool (NZAT) — for use by small and medium–sized enterprises who do not have the benefit of in-house sustainability staff or expertise. It enables any-size supplier to self-assess and disclose its commitment to net-zero targets.
Further, a NZP system makes the disclosed scores matter. All requests for proposals (RFPs) assign a weight of 10%–30% of the points — enough to make it matter — to suppliers’ net-zero assessment scores. For example, if the weight assigned to a supplier’s net-zero score was 20% and a supplier’s overall score on the net-zero assessment questionnaire was 68%, the supplier would earn 13.6% of the 20% weight. This approach incentivizes suppliers’ efforts to attain science-based net-zero targets, improve their scores, and earn preferential treatment over their competitors.
Why would a supplier bother making these net-zero disclosures? Because their important customer asks them to and their answer matters. If a supplier chooses not to complete the questionnaire, it is still eligible to be a supplier; it just earns a score of zero on their net-zero efforts and will not earn any of the points allotted to supplier net-zero commitment in the bid appraisal. It’s the supplier’s choice. That’s the magic in the disclosure superpower of NZP: it’s voluntary, it’s easy, and it matters.
How can people help support your mission?
My purpose is to ensure future generations have the opportunity for at least the quality of life that I have enjoyed. My vision is a sustainable world in which people and businesses flourish within nature’s limits. My mission is to provide resources to sustainability champions to help accelerate our sustainability journey before it’s too late. People can support me by using my free, open-source resources to help them be more effective change agents, starting with addressing the climate crisis.
For example, my save-the-world strategy starts with helping the Canadian government implement Net-Zero Procurement. Then we can package the system elements and make them available to other levels of government and to other countries. This improves the probability of meeting science-based global GHG reduction targets in time. Because NZP gives bonus points to suppliers if they use NZP with their own suppliers. NZP will soon be used by companies, worldwide.
Net-Zero Procurement is a starter set for a more comprehensive sustainable procurement system. Sustainable procurement (SP) ensures that the buyers/governments get the best value for money by procuring the most sustainable goods and services from the most sustainable suppliers. SP creates a market for sustainable products and an economy in which the most sustainable companies thrive. When governments and companies everywhere implement an SP system that makes sustainability scores matter, we will have attained the sustainable society, economy, and environment that we want.
It may be surprising that a lot of people are on the fence about climate change, succumbing to the negativity instead of taking action. By telling positive stories and sharing solutions, we can create a starting point for newcomers in the space and provide encouragement for those striving to make a difference.
We spoke with Naman Bajaj, Content Writer and Founder of Not My Problem, about how his platform is sparking meaningful conversations and inspiring folks to engage with the climate space.
What was the “spark” that first inspired you to start creating impact-focused content?
After completing my MBA in 2020, I had a filter in my mind: I wanted to work with startups that were doing something good for people and the planet. However, I had limited knowledge about the impact space, so I decided to talk to people who were building something in this area to learn more.
Of course, founders are busy people, juggling hundreds of different things. Why would they want to talk to someone like me? What would they get out of this conversation?
So, I decided to start a podcast series where I would interview founders of sustainability and social impact startups, where I recorded, edited, and published videos for free. This gave founders free PR and marketing for their brands, and I got some screen time with them.
I did around 50 episodes and that’s how I learned about this space. Through the solutions that these founders are building, I learned about the problems plaguing the planet and humanity. I thought it was a less overwhelming way to learn about the climate crisis and humanitarian problems that we are dealing with.
I decided to replicate this experience for others. I pivoted from podcasts to written content since I felt that it was easier to publish and distribute. In January 2021, I started building Not My Problem, a platform where I share stories of startups from around the world that are solving problems related to the climate crisis.
Not My Problem’s website
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
I am grateful to have received a flood of beautiful and kind messages in my inbox. They help me keep going on tough days. One message, in particular, stands out as my biggest win to date: someone told me that they use the positive and impactful stories I share to initiate climate change conversations within their circle.
A few amazing messages received from readers.
Instead of focusing solely on everything that’s not going right in the world, they introduce these impactful solutions to people in their group to start a conversation. People are more receptive when they hear these positive stories. It gives them hope that there are solutions being developed to combat the crisis, and they can become part of these solutions as customers, investors, employees, or cheerleaders.
What are some of the challenges you typically face in creating content or building out your audience?
Most of my content is focused on people who are on the fence about climate change — folks who know things are not going well, but they don’t know where to start. Since I have been in this space for the past few years, I have these biases and assumptions that come into play when I am writing. One of my biggest challenges is to make my content free of these so that it does not become overwhelming for anyone wanting to make a change.
In the last few months, I have also understood that content distribution is a beast in itself. If your content is not reaching the right audience, it doesn’t matter how good it is, unless you are writing only for yourself. I have doubled down on my distribution in the past six to seven months and have started seeing some early wins. My LinkedIn followers have grown five times and the newsletter subscribers have quadrupled.
How do you feel having a platform and community help to make the world better?
Our newsletter is read by people from 85 countries. It’s amazing to think about the wide reach of our content and the diverse audience it attracts. One thing I’ve come to realize is that you never know who is reading your content and how it might be impacting their lives. I receive messages from people who tell me they discovered new brands through my LinkedIn posts, even though I’ve never seen them interacting with my posts directly. It’s a powerful reminder of the influence we can have through online platforms.
How the newsletter has grown since it started in January 2021.
Are there any upcoming initiatives or projects you’d like to share?
One of the most common requests we receive is to compile a database of the brands whose stories we share. So, we have started putting all of these brands into a Notion board, segregated by countries and categories. Paid subscribers to our newsletter have access to this database. I keep adding 25–50 brands to this database every week.
A glimpse of the brand database Not My Problem is building
How can people help support your mission?
I have been fortunate to have amazing connections in my network who share impactful startup stories with me. This makes my job easier, as I don’t have to actively search for them. If you come across any such stories that you want me to share, feel free to send me an email or message me on LinkedIn or Instagram.
If you enjoy newsletters, consider subscribing to our weekly newsletter, Not My Problem. Every Friday, we will send positive climate change stories to your inbox. If you are able to, please consider becoming a paid subscriber to support the time, research, and love that goes into crafting each edition.
Sometimes reading the news feels like wading through a mire, with no bright stories to interrupt the gloom. Curated, constructive news stories are needed to bring readers onto solid ground, shed light on solutions, and offer a much-needed reprieve.
We spoke with Jonathan Widder, Founder of Squirrel News, about how this application is sharing solutions-oriented stories and innovative approaches to help readers face today’s challenges with hope and clarity.
What was the “spark” that inspired you to start creating Squirrel News content?
Since 2015, I’d known about the ideas of constructive journalism and solutions journalism, and had dealt with these approaches in various projects. I saw how much readers longed for these kinds of stories but also how difficult it was for them to get a quality news digest of new solutions and societal progress. So, when the time came and my former job ended, I decided to take things into my own hands and founded an independent nonprofit to provide this news digest with my own team.
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
A few months after our launch, German national TV paid us a visit at home — as, everything else was closed because of the COVID-19 pandemic — and a month later, an Emmy-winning comic, actor, and screenwriter from Los Angeles contacted us and eventually became the co-host of our new podcast. At the same time, I was elected as a LEDE fellow with the Solutions Journalism Network.
In a survey we conducted earlier this year, our readers stated that reading Squirrel News improves their mental well-being and helps them to make sense of the world.
But the most surprising moment happened on our podcast when we interviewed a researcher and activist for open prisons from India: prisons without walls, wardens, and guns. She was an expert on the topic and had successfully lobbied for a spread of these prisons across India — but when we asked her whether she knew the very similar prison model in Brazil, it turned out that she didn’t. We were able to make her aware of that, so she could connect, exchange, and potentially join forces with the activists in Brazil.
How do you feel having a platform and community help to make the world better?
It feels good to provide something that many people are looking for and to regularly have readers thank you for it. You definitely have the feeling that you’re on the right side of the world, and it’s a good and probably also important feeling to contribute to solutions and not to problems.
What are some of the challenges you typically face in creating content or building out your audience?
I guess in our digital era it’s just difficult to get people’s attention, as there are so many different media outlets, organizations, and other people diffusing information — established media, news outlets, blogs, social media, and so on. Then, of course, there’s our very tight budget. We started things without any investors or big funding, so it’s always difficult to find the necessary resources to spread the word about our work.
Are there any upcoming initiatives or projects you’d like to share?
We just released the first major update of our mobile app since its inception, where we’ve made several major improvements and added a number of features to make using Squirrel News even more fun. Now we’re working on a funny and quite unique format to present our news in TikTok and Instagram videos.
How can people help support your mission?
People can read our news on our mobile app, newsletter, or website; spread the word about Squirrel News, both online and offline; and support us with recurring donations to make sure we can continue our work.
Bonus: Why did you choose the name Squirrel News?
I thought a squirrel is a good symbol for what we do, as we collect solutions-focused news, just as a squirrel collects nuts. Apart from that, I was looking for something more entertaining than those usual dry names with three letters. I had the impression that many journalists take themselves a bit too seriously — even though they often do important work — so the squirrel is also an antidote against that.
Wealth has long been weaponized, creating divisions based on social class and excluding Indigenous Peoples from having a seat at the table. To shift the narrative and usher in true economic reconciliation, money needs to be used as medicine and matrilineal ways need to be restored.
We spoke with Sage Lacerte, Founder & CEO of Sage Initiative, about how this collective is accelerating the rematriation of the Indigenous economy by supporting Indigenous womxn in the impact investment space.
What was the “spark” that first inspired you to start Sage Initiative?
As my mentor, Carol Anne Hilton, CEO and Founder of The Indigenomics Institute, says, “We are living in a time of Indigenous economic resurgence.” Sage Initiative was founded in 2019 and was an expression of love for all my relations, for Mother Earth, humans, and non-human beings.
The “spark” that first inspired me to start Sage Initiative was when I learned more about how rich our Indigenous economy is and the realization that we are currently witnessing a generational shift in action and mindset toward a resurgence of Indigenous concepts of commerce.
I asked, how can the impact investment sector contribute to the betterment of Indigenous communities in Canada? How can more Indigenous womxn take a seat at the economic table? How can impact investors participate in economic reconciliation and make values-aligned investments in Indigenous women and Two-Spirit–owned businesses?
Despite the growth in impact investing in Canada, Indigenous communities and businesses have stated that access to capital remains a significant impediment. Attracting patient capital for Indigenous-led businesses requires work on both sides: investors must familiarize themselves with potentially new business models, and entrepreneurs must be able to build their network, be willing to build partnerships, and showcase their work.
In our matrilineal societies, the matriarchs decide what the needs are of the community. So, by becoming investors, we are healing. That’s very central to the work of decolonizing, and it’s very central to the way that Indigenous commerce systems have worked for a very long time.
We want to shift the narrative because the systems of capitalism use wealth as a tool to divide people based on social class, and that system was not built with Indigenous people in mind. We are restoring our balance within ourselves and with the land. We are decolonizing wealth and restoring money as medicine.
This innovation brings an Indigenous approach to wealth. Circular in nature, our interwoven pedagogy introduces technical investing skills and practices with a balanced approach to investment that equally values social, environmental, and economic benefits. This is my chosen mechanism to promote intergenerational wealth and prosperity.
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
Sage Initiative was chosen as one of the first selected projects of the highly innovative program, the Indigenous Innovation Initiative.
One of the largest impact-first investors in Canada, Grand Challenges Canada (GCC) has supported a pipeline of over 1,300 innovations in 106 countries. The Indigenous Innovation Initiative (I3) is the first GCC program delivered in Canada with a focus on innovations led by Indigenous womxn innovators. The 10 selected projects have created impact across diverse areas, such as pre- and post-natal health, sustainable beauty, human sex trafficking and sex exploitation, and food sovereignty and sustainability.
As a result of this support, Sage Initiative has set the precedent for Indigenous womxn in impact investment globally.
This year, Sage Initiative will host our third cohort of 15 Indigenous womxn impact investors and begin our journey transitioning to scale across Canada.
Our great successes this year have been hosting our first Sage Initiative Harvest Ceremony in Victoria, British Columbia, where members of cohorts 1 and 2 gathered for a week of ceremony and reflection to provide meaningful evaluation for the Initiative.
We also hosted two pitch events featuring Indigenous womxn–owned businesses from across Canada, including Chelsee Pettit from ᐋᓃᓐ aaniin retail inc., ENB Artisan, and The Yukon Soaps Company.
We have graduated two cohorts of Indigenous womxn impact investors from Ottawa, Toronto, Vancouver, Tofino, Squamish, Edmonton, Burns Lake, Nanaimo, Halifax, and many more.
In our evaluation, investors have reported:
“Sage Initiative has allowed me to think much further into my future with more intention and critical thinking. I’ve adopted an intergenerational mindset when it comes to money, whether that ends up being my own children and grandchildren, or simply youth as a whole that deserve this knowledge and to be continuously uplifted.” – Sage Initiative participant
“It’s transferred to other aspects of my life — when I stopped getting dopamine fixes from online shopping, I’ve traded it for kickboxing routines three times per day. I see my health as an investment now.” – Sage Initiative participant
“As a result of Sage Initiative, I have given myself permission to spend without feeling guilty or anxious.” – Sage Initiative participant
“My views have been completely altered since I myself have become an investor after being a part of Sage Initiative. I now see potential in everyone to be an investor especially the people and Indigenous people that will do good and be inclusive with their investments.”– Year 2 participant
“I feel worthy of money now. Money always felt unattainable. I never thought it would come into fruition for me.” – Year 1 participant
“I met investors who had a good heart and were just everyday people, not necessarily working in a bank. Investors can be my aunties, my cousins, my family.”– Year 1 participant
We have also found that:
100% of Sage Initiative participants feel ready to make an investment.
100% of Sage Initiative participants have made an investment since joining the collective.
80% feel they could now be a successful social impact investor.
Not only did our program create the trauma-informed safety conditions to create belonging for participants, 95% of Sage participants said they felt belonging in the Indigenous Impact Investor community.
How do you feel having a platform and community help to make the world better?
Sage focuses on Indigenous-owned sustainable energy projects, underscoring the urgent need to address environmental concerns alongside social impact.
Financial capital alone is insufficient. We emphasize the importance of social capital, community connections, gift economy, and entrepreneurial mindset. We facilitate access to financial resources, networks, and mentorship. The Initiative aims to empower Indigenous women and non-binary individuals to feel a sense of belonging in the impact investment landscape. We work to transcend the current investment paradigm which privileges androcentric and extractivist worldviews.
Creating a seat at the economic table for Indigenous women, two-spirit, non-binary folks is deeply important to me. The purchasing power of the queer community is significant. The entire venture capital industry is led by white cisgender males, and because of that there is an implicit bias. 2SLGBTQIA+ founders are routinely overlooked and undervalued. Many members of the queer community relate to each other with feelings of longing to belong and feeling out of place in heteronormative environments. Not only are we looking to support Indigenous founders, but building on this demographic, it is important to define a 2SLGBTQIA+ lens in our impact investment thesis.
Roughly 2 million people in Canada identify as 2SLGBTQIA+, collectively spending $90 billion per year. I want to role model what it looks like for a queer Indigenous woman to stand at the forefront of innovation in the Indigenous impact investment landscape.
What are some of the challenges you typically face in building out your audience?
My personal journey and academic background in gender policy shaped the design of Sage Initiative. Instead of perpetuating the Western-centric approach prevalent in mainstream finance education, I recognized the importance of honouring Indigenous epistemology and creating a curriculum rooted in Indigenous concepts of commerce.
I did not want anyone in the industry to assume that Indigenous womxn’s success is due to our gender but rather our skills and competence.
I have also faced racism. Economic reconciliation will look like white people being comfortable with Indigenous people’s wealth.
Are there any upcoming initiatives or projects you’d like to share?
Sage Initiative is planning to launch our third impact investment cohort of 15 Indigenous womxn impact investors in September 2024. We plan to transition to scale in 2024 as well, with cohorts across Canada widely available to Indigenous and non-Indigenous folks!
How can people help support your mission?
We invite Indigenous womxn to apply to Sage Initiative.
If you would like to lend your expertise and lived experience, join Sage Initiative`s national network as a mentor.
We also encourage you to buy Indigiqueer-owned products and services, educate yourself on colonization and how to engage in reconciliation, and create space at the economic table for equity-deserving communities.
Every one of us has the power to make a positive change in the world and inspire others to do the same. Sharing the work changemakers are doing with like-minded audiences creates a powerful ripple effect that can spread across the world.
We spoke with Whitney Larson, Creative Director of RIPPLE of CHANGE, about how this purpose-driven magazine uplifts changemakers by amplifying their inspiring stories.
Pictured here are the five original co-founders of ROC. (Clockwise from top: Christy Schmid, Mel Sutjiadi, Cicely Belle Blain, Whitney Larson, and Kate Bouchard)
What was the “spark” that inspired you to start producing RIPPLE of CHANGE?
In 2018, I travelled to India with Christy Schmid, another founding partner of the RIPPLE of CHANGE (ROC) team, to work with the Milaan Foundation. We were there to document stories of girls who are fighting to change the education system — quite literally the embodiment of “ripple of change.” These girls are given resources from the Milaan Foundation to go out into their communities and form a group of 20–25 other girls who also want a continued education past the age that their society typically allows. We saw the confidence and strength of these girls and started talking about how we could share their stories and similar stories of changemakers with a larger audience.
As a creative duo — a designer and a photographer — we often found ourselves asking the question, “How can we take our talents and use them to make the world better?” We realized that we could use our creativity and influence to share stories like that of Kushboo and Rajkumari, two girls from rural Uttar Pradesh who transformed their own community through education and empowerment. RIPPLE of CHANGE was born to highlight this story, and hundreds of others, in a way that will inspire and engage a global audience of volunteers, activists, and changemakers. And ultimately, encourage them to join in.
What do you consider to be your biggest success?
The story of our launch. In 2020, when everything felt dark and overwhelming, Christy and I, along with three other founders, were committed to telling stories of hope and change. As the struggle, pain, and inequity of our collective experience surfaced, we came together, built the brand, and produced and launched the first issue of ROC in under six months.
We chose grounded optimism to offer clear, tangible suggestions for how to take action. I’m proud that our perspective on how to mobilize change was able to connect others in ways we never had before.
Can you share any stories of the impact your work has had that have surprised you?
Before ROC was born, while Christy and I were in India, we spent our first full day with an incredible girl named Rajkumari. She showed us around her village and told us stories about the challenges she overcame to pursue an education. She opened her heart to us and told us about the people who lifted her up and those who tried to stand in her way. At the end of the day, we stood on the roof of her house, taking her picture as the sun went down. She turned to us and said, “Thank you — you made me feel like Superman today.”
It was such a beautiful moment and has become a kind of internal bar, amplifying people and stories like hers to create that positive ripple effect of goodwill, support, and encouragement.
Since then, we feel it when hearing people talk about what they learned from our articles or seeing the excitement on someone’s face when we discuss how we can tell their story to inspire others. We have that excitement on our internal team, but it’s so encouraging to have it reinforced by the responses and actions of others.
How do you feel having a platform and community help to make the world better?
Hopeful. And proud of all the people who have opened their hearts, arms, and minds to the ideas.
We often talk about the power of small conversations. We encourage people to speak up and ask questions, even if they’re talking to an audience of one, because you never know how far that conversation will travel. There’s no telling how your ideas and perspective might open the mind of someone who was closed off to change in the past.
One of ROC’s favourite steps in the production process is hanging the pages on the wall and reviewing the book from a bird’s eye lens. Here, their Chicago mascot Hass, is giving it a final review.
What are some of the challenges you typically face in creating content or building out your audience?
Fear and anger can be conversation stoppers. We’ve worked hard to build a platform that encourages inclusivity. That is why the foundation of each of our stories is a personal or lived experience.
Even if you don’t understand the entire experience, you can usually relate to a person on some level and that starts to open hearts and minds. We hope readers approach our stories and content with a sense of curiosity and willingness to engage with a perspective other than their own.
Are there any upcoming initiatives or projects you’d like to share?
We have a few projects in the idea-building phase and will be sharing more in our newsletter soon. We’re looking at how we can engage individuals but also offer opportunities for companies to inspire their staff and act on their goals for social change. We’re thrilled to have three new partners on the team, Bob Roth, Jimmy Watkins, and Kara McPherson, and are working on a mix of digital and in-person events and community-builders, including an Issue 04 launch party!
How can people help support your mission?
Join ouremail newsletter and jump into conversations on our social platforms. We believe change happens when people with different experiences and viewpoints are willing to share and speak honestly with each other. Small, constructive conversations lead to empathy and positive movement all across the world.
When it comes to our individual fight against climate change, where should we start? We all know the importance of reducing our individual environmental impact, and food waste is one area we can all work on right away, with the right tools, right from the comfort of our own kitchens.
We spoke with Joanne Gauci, Campaign Manager at Love Food Hate Waste Canada, about how this initiative is helping to end food waste by educating Canadians on prevention at home.
Love Food Hate Waste Canada’s “Labour of Love” campaign, which showcased real farmers across Canada.
What was the “spark” behind the Love Food Hate Waste Canada campaign?
Metro Vancouver first launched Love Food Hate Waste (LFHW) in the region in 2015. Then, building on the success of the regional campaign, we launched the initiative across Canada through the National Zero Waste Council in 2018. The motivation behind launching the campaign was to take a “prevention-first” approach to tackling food waste. Food waste is an urgent but solvable local and global challenge, and through LFHW Canada we are able to work with many partners across the country to inspire and empower people to make their food go further and waste less. Today, LFHW Canada represents a unique national collaboration, uniting a variety of business, government, and community champions all working together to tackle food waste in the home.
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
Everybody has a role to play in tackling food waste, and I think our biggest success has been engaging a variety of partners across the country so that everyone hears the same consistent messaging, whether they are at the grocery store or their community market, for example. LFHW Canada has grown to become Canada’s leading resource for preventing household food waste due to the efforts of our partners and champions across the country.
By working together, we are able to have a much bigger impact than we can on our own, and Food Waste Action Week, which has taken place in March for the past two years in a row, is a great example of the power of aligning messaging locally and globally. This is an event that we run in collaboration with the international network of LFHW Canada partners, and for that one week, different organizations come together to raise awareness about the issue and opportunities for change. Food Waste Action Week 2023, which ran from March 6–12, was the most engaged campaign we have run since we launched in 2018, garnering over three million impressions across Canada for a week of coordinated activity.
How do you feel having a platform and community help to make the world better?
We hear first-hand that the Love Food Hate Waste Canada website and resources have helped families and individuals make their food last longer, save money, and ultimately prevent food waste. Our campaign partners are extremely active as well, sharing food waste prevention tips and messaging in their local communities, and you will see many of them at your summer farmers market. Food waste is one area where citizens can have a huge impact on climate change, and we feel proud to be working with others across the country to tackle this important issue.
What are some of the challenges you typically face in creating content or building out your audience?
We are lucky — there haven’t been a lot of challenges in our content creation to date; people generally love to talk about food and share their own tips and strategies for preventing food waste. However, we do a lot of myth-busting! For example, people often think that if they put their food in the green bin, then there isn’t an environmental impact. The green bin is absolutely the best way to manage unavoidable food waste, like banana peels and egg shells, but the truth is Canadians are wasting much more food than they realize. Our research suggests that approximately 63% of the food we throw out could have been eaten. That leaves a lot of room for improvement!
Are there any upcoming initiatives or projects you’d like to share?
This year we have a big focus on tackling fresh produce waste, which is the most commonly wasted food type in Canadian homes. We completed research that brings to life the journey of five different foods: blueberries, potatoes, lettuce, tomatoes, and apples. This research can be found on our website and underpins our current “Labour of Love” campaign, which aims to connect Canadians to the farmers who grow our food and emphasizes the important role of storage in keeping produce fresher for longer.
Ultimately, this campaign is about getting people to think about the story behind their food, and all of the resources, labour, and care that went into making it. This is a multi-phased project that has been partly funded by Environment and Climate Change Canada, and we look forward to reporting on our key findings.
How can people help support your mission?
Share the message that #EveryBiteCounts and encourage fellow Canadians to visit lovefoodhatewaste.ca to get easy tips and tricks to prevent food waste at home.
In the face of global crises, historically-excluded communities are disproportionately impacted by the effects of climate change. Luckily, there is a growing movement that looks at this issue through an intersectional lens, and the individuals behind it are working hard to educate others and spread awareness to take action.
We spoke with Sabs Katz, Co-Founder and Partnerships Lead at Intersectional Environmentalist, about how this collective is amplifying the intersectional environmentalism movement through content creation, activations, education, and community-building.
IE team and community at the inaugural Earth Sessions Show in Brooklyn in April 2022.
What was the “spark” that inspired you to start creating Intersectional Environmentalist content?
Intersectional Environmentalist (IE) was founded during the resurgence of the civil rights movement back in 2020. After the murders of George Floyd and Breonna Taylor, there was little vocal support from the environmental community. Leah Thomas (@greengirlleah) created an Instagram post that would end up going viral, calling on climate advocates to stand in solidarity with Black lives and defining intersectional environmentalism.
With the momentum and support from the climate justice community online, Leah connected with fellow environmentalists like Diandra Marizet (@diandramarizet), Phil Aiken (@philthefixer), myself (@sustainablesabs), and our larger community to develop a resource hub and Instagram page for learning more about the intersections between climate and social justice.
What do you consider to be your biggest success? Can you share any stories of the impact your work has had that have surprised you?
There are so many things we’ve been proud of, but if I have to choose one I’d say it’s the community we’ve built. Being in community with and having support from 500K individuals across the world has been so affirming. Seeing folks engage with and use our resources, as well as start clubs and groups dedicated to intersectional environmentalism, seeing students change their school curriculum, and even hearing the White House speak to the importance of intersectionality in the climate space shows just how prolific this movement is and how much it’s needed!
How do you feel having a platform and community help to make the world better?
It’s been incredible to have a pulse on our reach and to see how people are taking the message of intersectional environmentalism and really embodying it. By leading with climate optimism, storytelling, and solutions, our community has taken these environmental justice learnings and empowered themselves to start community groups, join local gardens, and participate in wealth distribution for grassroots organizations.
IE Team and community at a hike in Southern California in 2021.
What are some of the challenges you typically face in creating content or building out your audience?
Challenges like the ever-changing algorithm, emerging trends, and digital burnout have encouraged us to get creative and reimagine how we disseminate and share our resources with people. Content creation and education/awareness will always be a part of our offerings, so we’re excited to continue navigating the digital landscape and using social media as a tool for building this movement.
Are there any upcoming initiatives or projects you’d like to share?
We’re currently re-imagining the next chapter for IE, and through that process are focusing on continuing to support our online community with educational assets and fostering more in-person activations that bridge communities with their local environmental justice (EJ) leaders through offerings like Earth Sessions (@earthsessions.ie), workshops, campus visits, and book giveaway meet-ups.
How can people help support your mission?
Following and engaging with our content, joining local environmental justice initiatives, taking action toward the things you’re passionate about (e.g. joining a community garden, supporting frontline communities, voting, etc.), amplifying climate optimism and solutions, and supporting grassroots climate justice organizations are all ways we, as individuals, can support a more equitable and inclusive future.
Successful climate activism has the power to drive positive change at all levels, from personal to governmental. In order to achieve this, though, we need educational tools to utilize, movements to engage with, and climate solutions to implement.
We spoke with Craig David Long, Content Manager, about how the David Suzuki Foundation is educating and empowering Canadians to build healthier environments and sustainable communities with its over 30 years of experience.
David Suzuki participated in workshops and breakout sessions at the “Building Power: a Future Ground Network convergence” Vancouver event to help participants dive deeper into how to build and coordinate power collectively and strategically against forces driving the climate crisis.
What was the “spark” that inspired your founders to start creating educational content at the David Suzuki Foundation?
The David Suzuki Foundation got its start in 1990 after a CBC Radio series David Suzuki hosted called “It’s a Matter of Survival.” So many listeners were alarmed by the discussion of environmental problems, including climate change, that about 17,000 people sent in letters asking what they could do. The Foundation’s goal was to provide education and, above all, solutions.
To complement its activism and on-the-ground public engagement work, the Foundation has worked with the David Suzuki Institute and Greystone Books to publish more than 60 books, many of which have won national and international awards. The Foundation has also published the weekly syndicated Science Matters column under David Suzuki’s name for the past 25 years.
What do you consider to be the Foundation’s biggest success? Can you share any stories of the impact your work has had that have surprised you?
Over its 34-year history, the Foundation has had many successes. The “Declaration of Interdependence,” written for the 1992 United Nations Earth Summit in Rio de Janeiro, formed the Foundation’s guiding principles in its early years, and portions of it were woven into the Earth Charter, which continues to gain adherents today.
Additionally, working with Indigenous Peoples and communities and supporting community activism through the Future Ground Network and Réseau Demain le Québec have informed and helped amplify the Foundation and its allies’ critical environmental work.
As well, our scientific research and reports have helped reform fisheries practices, offer ways for Canada to reach zero-emissions electricity by 2035, and hold governments to account for habitat protection.
Last but certainly not least, the Foundation’s Blue Dot Tour and movement provided a major push for Canada’s decision to enshrine the right to a healthy environment in law.
How do you feel having a platform and community help to make the world better?
Our many supporters and followers give us hope. We believe that the Foundation’s adherence to evidence-based information and its collaborative approach are making a difference in Canada and beyond. With the climate and biodiversity crises the world faces, it’s up to us all to do our part to educate and bring about positive change. The David Suzuki Foundation is proud to be part of this growing movement.
Performance stage at a Healing Forest at Riverside School’s Knowledge Path in Albert Bridge, Cape Breton, Nova Scotia, on unceded Mi’Kmaq territory.
What are some of the challenges you typically face in creating content or building out your audience?
Like most environmental organizations, the David Suzuki Foundation must find ways to reach a larger audience and not just talk to those who are already on the same side as us. With limited resources, we also have to focus our work and temper expectations from the public about the amount of work we can take on and the issues we can help with. Working with other organizations, community groups, and networks to mutually support each other’s work helps.
Are there any upcoming initiatives or projects you’d like to share?
Working to build healthier environments and sustainable communities on this land we call Canada requires a diversity of voices and a wide range of knowledge and ideas, especially the knowledge of Indigenous Peoples who have known these lands and waters for millennia. The Foundation’s collaborative work on reports and a series of videos explaining “Land Back” and treaties shows how land governance must change to recognize and uphold Indigenous rights and responsibilities and to restore nature’s once abundant ecosystems.
The Foundation is also working with the National Healing Forests Initiative to encourage reconciliation by dedicating space in forests, gardens, or green spaces as places for healing, learning, sharing, and reflecting on Canada’s history and the legacy of Indian Residential Schools.
As always, we at the Foundation know that environmental and social justice go hand in hand, and we strive to be an inclusive and powerful amplifier for the many diverse voices calling for better ways of living on this land and with each other.
As always, you can learn about the above and other good work, at davidsuzuki.org.
