Episode 73: – Biodiversity - How Marketing Can Inspire People to be Part of the Solution, with Dr Samuel Sinclair, Co-Founder of Biodiversify

“We are totally dependent on biodiversity to survive – this is not a ‘greeny’ concern, this is an everyone concern.”

Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area.

Following our recent episodes with the brilliant Alexandra Pimor 🌻🌍, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.

Sam starts with explaining what biodiversity is, and just how totally dependent we are on biodiversity to survive. And of course, the growing interest from business to develop biodiversity strategies to support becoming part of the solution.

“The biodiversity field has absolutely exploded in the last year and companies across the globe are now questioning and thinking about this in really serious terms, asking what is my businesses impact on biodiversity and what can I do to reverse it?”

A key point Sam raises is that, “biodiversity is different to carbon as there is no single metric of measure…it’s very context specific.” He goes on to explain, “what a good biodiversity strategy should do is take all the frustrating complexity and make it not frustrating…'here’s how it we bring it all together and this is where we are and this is what good looks like'.”

Sam talks about the shift he is seeing from organisations moving away from individual projects, towards holistic programs and it’s at this point we talk about how for marketing this focus presents an incredible opportunity for brand, narrative and employee and customer engagement. Why? Because, people actually care about biodiversity. “Everybody has a story, everybody has a personal connection to biodiversity. This gives marketers opportunities to craft narratives and connect with people who want to do the right thing, which is shared by organisational culture.” Who doesn’t want to tell engaging stories which resonate and capture people’s attention, inspiring them to want to be part of the solution?

We do ask Sam the thorny question about tree planting and the context and effectiveness around this well-known initiative. He explains that it is an important element, but it is a small piece of the solution. “Tree planting has great PR so people can get it, it is one unit of nature and they can see it. People don’t look at grasslands and soils in the same way, understandably. Tree planting captures the imagination.”

Sam shares so much wisdom and insight in this episode, it really is one for everyone so we’d encourage you to listen, and share no matter what sector, industry or role you are in. More info about how to contact Sam in the shownotes.

Enjoy…

For more information about Sam and Biodiversify - see here.

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