BRIEF: The biggest story yet to be told - how we transform our economies

The Green Economy Coalition and the Wellbeing Economy Alliance (WEAll) are seeking a UK-based professional to lead an initiative to create a public narrative for economic transformation. The project aims to move beyond the crisis-focused language of NGOs and scientists by convening high-profile communicators from the advertising, marketing, and cultural sectors to make a sustainable and just economy feel "real, relevant and desirable to the average citizen."

• The Green Economy Coalition and the Wellbeing Economy Alliance (WEAll) are collaborating to address the lack of a "public narrative for the way out of the crisis" regarding environmental and inequality issues. They intend to recruit a UK-based expert to convene a "network of the willing" consisting of high-profile communicators from the commercial, cultural, and media spaces to tell the story of transition to a better economy.
• The project will be piloted in the UK before being adapted for Germany and other locations. The UK was chosen due to the presence of staff and networks, available meeting spaces in London, Glasgow, and Edinburgh, the influence of youth climate strikes, and the context of the 2020 COP. The document notes that while the UK has relatively good climate policies, it is "one of the most unequal OECD countries with poverty rising".
• The initiative seeks to shift the current narrative, which is dominated by researchers, scientists, and NGOs and often focuses on "crisis and failures of the current system". The goal is to transition public emotion from "furious to curious, from fearful to hopeful" and link climate change directly to the need for economic system change.
• The project's intended outcomes range from short-term development of a communicator network to the long-term goal of increasing the number of people in the UK who believe "it is possible to achieve economic system change". Potential outputs include a communications advisory group, audience segmentation analysis, and the development of tested campaigns by advertising professionals.

APA

Green Economy Coalition (n.d.). BRIEF: The biggest story yet to be told - how we transform our economies. https://www.greeneconomycoalition.org/assets/reports/GEC-Reports/TOR-_-BRIEF_-A-great-global-challenge_-Telling-the-story-of-the-transition.pdf

Chicago

Green Economy Coalition. BRIEF: The biggest story yet to be told - how we transform our economies. n.d. https://www.greeneconomycoalition.org/assets/reports/GEC-Reports/TOR-_-BRIEF_-A-great-global-challenge_-Telling-the-story-of-the-transition.pdf.

Wikipedia

{{cite report |author=Green Economy Coalition |title=BRIEF: The biggest story yet to be told - how we transform our economies |url=https://www.greeneconomycoalition.org/assets/reports/GEC-Reports/TOR-_-BRIEF_-A-great-global-challenge_-Telling-the-story-of-the-transition.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{greeneconomycoalitionndbrief, author = {{Green Economy Coalition}}, title = {{BRIEF: The biggest story yet to be told - how we transform our economies}}, institution = {Green Economy Coalition}, url = {https://www.greeneconomycoalition.org/assets/reports/GEC-Reports/TOR-_-BRIEF_-A-great-global-challenge_-Telling-the-story-of-the-transition.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }