We need to keep working on the narrative around sustainability and its link to corporate success, says Nick Aster, our new Director Marketing, North America, who doesn't start his day without a cup of fair-trade coffee.
Having observed and actively shaped the media and corporate CSR landscape in the U.S for the past two decades, Nick knows what he's talking about:
Prior to joining our team of 300+ climate experts and aficionados, Nick has moderated thousands of panels around the world, interviewed senior leadership at Patagonia, BMW and United Airlines to name a few, and founded the world's most well-read sustainable business publication, TriplePundit.com, which was sold to 3BLMedia in 2017
We had the pleasure to catch up with Nick and talk about the big sustainability trends shaping corporate best practice in North America.
I wish I could take credit for inventing the term, but it was something an old colleague of mine, Journalist Tom Foremski came up with. To me it means taking an intentional design approach to media - across all forms - to make it more engaging and meaningful. When applied to issues like climate change, thinking across many media disciplines and connecting them really matters.
You’ve done impressive work over the past two decades in helping companies and organizations communicate about corporate social responsibility, climate change, clean energy – just to name a few. How did you end up focusing on these issues?
NA: I’ve always been bothered by the idea that “doing good” was somehow a cost to business, rather than an asset. I’ve always felt this false narrative was caused by bad communications and lazy media. Once I started digging into the problem I realized that all of these issues, which I generically call “sustainability”, are deeply connected, and ultimately connected to economic prosperity - looking at it through a communications lens makes it easier to talk about and ultimately to implement.
I've been looking hard for the right group of smart, talented people who are working hard to advance action on the issues I care about. I've been aware of South Pole for many years and had a lot of respect for the company's brand and accomplishments. It really is exactly the company I've always hoped would exist and that I might have the chance to work with!