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

The Green Economy Coalition and the Wellbeing Economy Alliance are seeking a UK-based expert in media, marketing, and communications to help develop a public narrative for economic transformation. The project aims to move beyond the crisis-focused language of NGOs and scientists to create a vision of a 'wellbeing economy' that is desirable to the average citizen. Initially piloting in the UK, the initiative seeks to build a 'network of the willing' among high-profile communicators—including advertisers, filmmakers, and journalists—to design campaigns that connect climate change to the need for systemic economic change. The goal is to shift public sentiment from fear to hope and eventually scale the model to other locations, such as Germany.

• The Green Economy Coalition and the Wellbeing Economy Alliance identify a lack of a public narrative to guide the transition out of interconnected inequality and environmental crises, noting that current discourse is often dominated by NGOs, researchers, and scientists whose language can feel "abstract or irrelevant" and focuses heavily on "crisis and failures of the current system".
• The initiative aims to engage professional communicators from the commercial, cultural, and media sectors—including advertising, public relations, filmmaking, and journalism—to make a sustainable economy feel "real, relevant and desirable to the average citizen".
• The project will be piloted in the UK due to several factors: the presence of staff and networks in London and Scotland, the influence of youth climate strikes, the existence of climate emergency declarations, and the specific potential for change in Scotland via the Wellbeing Economy Governments (WEGo) initiative.
• The project's intended outcomes range from the short-term creation of a "network of the willing" among high-profile communicators to the long-term goal of increasing belief in the UK that economic system change is possible to prioritize "human and environmental wellbeing".
• The organizers argue that urgent economic reengineering is required within approximately a decade to prevent "run-away climate change", and they seek to shift the public emotional response from "furious to curious, from fearful to hopeful".

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} }