(66) 'Making People Long for a Regenerative World' with Mark Aink

Guilt-messaging. Be honest: does it actually work? Or does it just push us further away from the very issues we care about? We kind of already know the answer. So anyway, here we are. Same messaging, same results. Things aren’t changing, and they have to. So what works?

In this episode, Jackie meets Mark Aink, who spent years building up big brands through his agency, then pivoted to focusing on sustainable brands, until he realized that it still wasn’t enough.

Change needs governments, voters, consumers, and new communities built around the transition. So he co-founded Decade of Action, which gave rise to We Are the ReGeneration, connecting Indigenous knowledge, science, regenerative agriculture, creativity, and environmental activism to support regeneration, regrowth, and reconnection.

Together, they get into his story, his work on cultural shift, how you sell a vision, what makes people join a movement, and how to step away from guilt-messaging toward beauty, longing, and connection.

To help Jackie answer a very important question: if a more sustainable world requires a cultural shift, how do we get people to jump on the bandwagon with us? How do we make people long for a regenerative world?

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