Op-Ed: To Keep Sustainability On the Map, We Need to Go Beyond Climate


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Klaus Mitchell, environmental advocate and co-founder of The Sustainability Awards writes about how to create a green future in a divided era.

In a new year that will inevitably be marked by deep political divides and escalating environmental challenges, advocating for sustainability has become more complex than ever. The stakes are higher, and the urgency for action is undeniable. Reflecting on my journey as a sustainability advocate over the past decade, I have learned several key lessons that environmentalists must adopt to make meaningful progress.

In 10 years, I have gone from a fresh-faced university student to a globally recognised and staunch environmental advocate with close to four million followers across social media. My personal evolution parallels the changing landscape of environmentalism itself, from niche discussions to mainstream media outlets and political arenas.

Still, with all that progress, I feel that the sustainability movement faces new hurdles: corporate backtracking on green commitments, increasing influence of lobbyists at climate conferences, and the rise of climate-sceptic populist leaders.

The need for unity

climate skeptics
Courtesy: Klaus Mitchell

I have learned that building bridges is a must. Our increasingly divided world cannot afford common ground as an afterthought; it has to be one of the core strategies. One of my defining moments as an environmental advocate came in 2017 when I was paired with a climate change denier as part of a social experiment called Worlds Apart. The goal was to have pairs of people holding opposing views spend a day in conversation. Surprisingly, by the end of that day, lots of common ground was found.

The experience taught me that empathy and conversation can sometimes form unexpected alliances. It is a matter of having patience, remaining calm while communicating, and listening. People who feel heard instead of attacked will be more apt to engage constructively. Next time you’re engaged in an environmental debate with a difficult person, try to listen thoroughly and address all their points politely and carefully. Endless circular arguments will not solve anything.

Going beyond climate change

planetary boundaries
Courtesy: Stockholm Resilience Centre

Another key takeaway from my decade of advocacy is the need to broaden the environmental narrative. Discussions on sustainability tend to focus on climate change, which is paramount. However, it forms only one of several interconnected environmental problems. There are nine crucial ecological limits by which Earth’s stability is regulated, and climate change is just one among them.

Carbon emissions have become so publicised and emotive in our society that they can often go in one ear and out the other with much of the public. Focusing solely on this topic can alienate those more receptive to other environmental concerns, such as clean air, water, and biodiversity. These issues, I have found, are less politically charged and more universally appealing. Engaging with the public about them can make a huge difference to these underrepresented – but no less important – environmental factors. 

Moreover, addressing them can have indirect benefits for the climate. For instance, restoring ecosystems can sequester significant amounts of carbon, contributing to climate mitigation efforts.

Economics: the green selling point

renewable energy climate change
Courtesy: Vencavolrab/Getty Images

If there is one topic that can cut across ideological divisions, it’s economics. If environmentalism is to gain wider currency, it has to be framed as an economically viable proposition. Contrary to popular belief, green solutions are possible and increasingly cost-effective. Once derided as expensive, renewable energy has become cheaper than fossil fuels. In 2020, the International Energy Agency declared solar power the most affordable source of electricity in history. Wind energy is not far behind.

I often point out studies, such as one from Oxford University, that put the estimate at $14 and $26 trillion in savings by 2050 if the global economy is decarbonised. This is a message that needs to be spread further: not only are renewables environmentally friendly, but they also provide economic stability and growth.

The economic case for sustainability extends far beyond energy, into food systems. Though often perceived as expensive, plant-based diets become cheaper when staple foods are center-stage: grains, beans, and vegetables. By reframing the conversation on cost and access, sustainability will not just tear down misconceptions. Still, it will increase the adoption of green lifestyles.

Finding purpose in advocacy

At the heart of effective advocacy is a clear sense of purpose. My “why” revolves around exposing the systemic issues perpetuating environmental degradation. I often highlight the staggering $23 million in global subsidies given every minute to the fossil fuel, industrial fishing, and livestock industries—sectors that are among the most environmentally damaging.

Understanding one’s purpose gives one a sense of clarity and resilience in the face of setbacks. As my passion stems from reforming a rigged economic system, I would say that every advocate’s purpose will be different. Whether it is biodiversity, water resources, or sustainable agriculture, the more personal motivation people can find for themselves will drive them to be committed for the long haul.

plant based news
Courtesy: Klaus Mitchell

The key to change? Communication

Perhaps the most important lesson from my journey is the power of effective communication. Facts alone are insufficient; how they are presented matters more. Overloading people with data can backfire, whereas simple, clear messaging is more likely to resonate.

This dialogue should not be hostile. It is unhelpful to make people feel attacked because they become even more defensive and resistant. Good communication balances urgency with empowerment, offering hope and solutions rather than just doom and gloom. I believe in an aspirational vision of the future, focusing on the benefits of sustainable living rather than the perils of inaction.

Author

  • Klaus Mitchell

    Klaus Mitchell is a journalist, entrepreneur, and public speaker—including at COP28 and Meta—known for his contributions to environmental advocacy.As a founder and innovator, Mitchell has launched several media platforms, including Secret Dining Hub and Plant Based News. The latter is a leading voice in the conscious living movement, with nearly 4 million followers and a mission to inspire sustainable change worldwide.

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