I shared a broadcast with client 2030Hub and co-founder David Connor on Liverpool Live Radio last week.

Quizzed by presenter Roy Basnett, David looked back at how in 2007, the government brought in sweeping legislation so our clothes wouldn’t stink after a night out and of course, to help reduce the many health risks from tobacco.

Almost 20 years later and the risks to our health (for starters, asthma, respiratory issues, etc.) are all too apparent from climate change. This is now our ‘smoking moment’ as David put it but we could greatly improve the language around sustainability because how simple is it to understand?

The Grand National and cheese pasty chasers: The numbers we hear pedalled out about the various impacts of sustainability (apart from the obvious temperature rises) leave me confused. Are they more worrying than the dietary lapse you had last night after that cheese pasty chaser following your return to town for more scoops after the races?

Do we all have to become vegan and stop eating red meat to save the world? I did once put a photo of a salad on my Facebook timeline only to be quizzed by many thinking I’d turned vegan. Nope. Just moderating our behaviour can make a huge difference to the environment, that’s the point and message. As David pointed out yesterday, the planet will be ok. Humans and society need to change!

Legendary boxing promoter Don King would be proud of the hype that encircles messaging about sustainability aimed at shock and awe. Once we’ve recovered after doing some yoga, we just crack on right? How about a more equanimity-based approach to the messaging encouraging to take the right steps in making a change? From the classrooms to the factories and offices to public spaces.

There’s a huge opportunity here for those passionate about sustainability and with a strong creative bent to help better translate how we can take action in 2025 and beyond.

David along with business partner Steve are doing great work having created the world’s first UN Local2030 Hub, to make cities and businesses stronger giving the changes we need to make because of the climate crisis.

More next week including details of two events, one in June and one in September that many corporate and SME companies along with community organisations can get involved in as part of 20230Hub’s sustainability campaign.