The Future of Entertainment is Interactive

The Future of Entertainment is Interactive.

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The future of entertainment is interactive.

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Transcript

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Thank you. Thank you. Thank you. Welcome, everybody.

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My name is photo, and I am a Fireside creator,

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and this is my first

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official

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Fireside

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chat, and I'm really, really excited to be here today.

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I'm really excited today to be talking about

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something that's very close to my heart,

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you know, which is

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the plant base base,

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climate crisis medication,

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and and all that jazz and and and what we can do to, you know, make things better on the planet.

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Today, I am very excited to talk with

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my good friend,

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Andrea, learned.

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Andrew learn it is

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climate action,

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strategic

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communications advisor, and her deep expertise isn't building and leveraging

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leadership platforms.

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So with that, I wanna welcome, Andrea. Thank you so much, Troy. I see you down there.

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And Monet, thank you. And also, thank you so much to everyone that Hard

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and that's here. I really really appreciate it. Andrea, welcome to the stage. How are you today?

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Hey. It's great to be your arterial. Thank you so much. I'm excited. This is obviously my very first ever

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fireside

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chat. So thank you for thinking of me.

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Yeah. I mean, I couldn't think of a better person to help me break the eyes here on Fireside.

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And, you know,

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I wanna get your kind of initial thoughts. I don't know have you have you

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wander around fireside previously listening to some to some discussions or it's just, like, legit, like, the first time that you're, like, logging on. I have to say this is, like, the first time that I've ...log really logged on. Yeah.

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I hope the ...the

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the

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the sound effect don't scare you away because

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Fireside has all these really cool side effects as Troy,

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and maybe Monet will probably use a lot.

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Yeah. I see another Joy. Don't worry. Oh, hi I too.

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Fantastic fantastic. So

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Yeah. I mean, we're talking about things that, like I said before, very very close to my heart. I work in the climate Crisis mitigation

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and phone systems change space.

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Because I believe the most single

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important and effective thing that we can do

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to mitigate the climate crisis

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also tangent, mitigating other things

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is

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changing our food systems to a more sustainable compassion, fair and just

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system, which is,

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you know, plant plan predominant. Right? Plan predominant

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with very low dependency on on on animal protein. So I'm really intrigued by the look that you do Alexandria, and I would love for you to talk a little bit more about what you're doing

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and we get this conversation started.

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Yeah.

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Thanks. I so agree. I have to just let everyone know that I'm actually pretty new to the plant Based food system's transition space. I really come out of a deep

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corporate sustainability

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and broad climate action space,

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and then I've kind of gotten into my own bikes for climate space, but the plant base ...I've been in it for about two years now.

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And as soon as I dug in, and I will say that I went plan based myself just like, two years before that. So the thing is really new to me. And

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once I went plant based, then I was like, oh my goodness. This so lines with all my climate action work, and the more I learned of excited I got.

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And then I landed a client

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in this space

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about two years ago, and I've just been blown away.

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By everything that I've learned about agriculture and land use and, you know, the industrial agriculture, obviously, in the Us and everywhere else, but really focused I'm focused in the Us.

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And just

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then also recognizing that my journey was I

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went plant based for health

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then I was like, oh my goodness. Is the climate action implications.

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And now I'm learning more about the animal Right? So I know that everyone has a different journey, but as I got into this and really started watching it and learning about it and look and seeing what Were doing and seeing what plant based investors were doing, etcetera, etcetera. I saw a lot

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And this is where my expertise comes into play. I saw a lot of great,

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you know, plentiful

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consumer facing

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you should go plant based. It's great. It's great for your health. It's great for, you know, this that the other thing, loss of consumer based programs and campaigns and efforts and messaging and all of this stuff.

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And what struck me having been in this climate action space since

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cup twenty one twenty in during thousand fifteen,

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is that we just ...it

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isn't ...we are transitioning enough consumers quickly enough.

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It isn't working fast enough and that there's this whole other level of messaging and sort of leveraging of influence or relations, if you will, I'm putting that in quotes

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that we're not addressing.

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That they're so much more potential to really strategically find key influencers within the community, who are the key influencers for your business sector, who are the key influencers in your

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state? Who are the key influencers

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in your church community. And finding those people who happen to be plant based or interested in transitioning to plant based and then really leveraging their stories.

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So it's

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developing leadership platforms

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and that and really looking at who excuse me who are the key leaders?

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To really start to leverage in that way because their influence will have exponential reach versus

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we're we're converting

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ten consumers today by our Monday thing or whatever. It's like, I'll give you an example.

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If

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I won't name many been names, but they're kinda of really famous sort of climate in that climate action related investors or business people who are now investors. If even one of those

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very publicly

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kind of got the clue about the plant based transition

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transitions to plant based, and then really told their story and was really motivated.

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To be leveraging their leadership platforms

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to tell that story. They would then influence other influencers.

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And I'll I'll digress one second here just to clarify that when I say influencers, I'm not referring bonce

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or sports figures or all those because ...what

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thank you for the class. So I like that.

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I'm not referring to the those of influencers because what I'm seeing happening even in the consumer facing space is

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that ...it's like one and done. We got so and so to Instagram post that they like plant based food or that they like to eat this plant based brand.

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One and done, whatever you pay them, you've reached x number of people does nothing.

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But if you start to influence get influencers, meaning political leaders, economics,

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media who report on climate action,

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you know, really traditional business leaders. Imagine somebody who, like, owned a entire a big tire manufacturer in the middle of the country, you know, and he was just like, oh my gosh. I went plant base. So unusual

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suspects.

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Business influencers when they convert and we tell their stories, it's gonna reach way more people. No one cares if bonce or, you know,

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that's not gonna move the needle. And so I see this huge opportunity in

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identifying working with even key. I mean, literally, you know, like, if we found five key business influencers

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in the middle of the country so that people, you know, we've got the coast covered. And I feel like the West and the East Coast, we've got our

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investors and our play based kinda of famous people, but we need to really reach the center of the country. So who are some incredible people that we could potentially influence to transition to my base and then really leverage their story. So I will stop there, but basically, it's about building leadership platforms and finding,

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buying and really leveraging key influencers extremely strategically.

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Yeah. I love that so much, Andrea,

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and I think that it is extremely important.

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To talk about those things and to encourage,

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you know, encourage those

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in positions of

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of high visibility and in positions

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of, you know, who are the key decision makers in kids they stakeholders us Right? To basically

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show up. Right? And, you know,

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like, you know, you I I think do a lot of work in the

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biking space. Right? With the bikes were climate hashtag,

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you know? And and and I think this is kind of related to that. Right? Because you know, you're you're talking about they like to define transportation you're talking about using, also

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e bikes, you know, as a method.

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So, yeah. I mean, you also talk a lot about loving up

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you know, loving up these, like,

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in quote unquote influences or or like to call them impact. So you talk a little bit more about that? Yeah. Well, the

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the ...one thing is is the the bikes for climate space.

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It's like,

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I you you know, way you talk about it and in terms of outing? Right? So so let's say thus and so mayor,

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either bikes or each plant based in some North American City, but they're not real public about it. Right? As a lot of us on this

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on in this conversation in the room, kind of know you if you

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use the term vegan, for example, there's a lot of political

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uproar, and there's a lot of controversy. And so anybody who is eating a plant based diet or is vegan,

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other than like, Chore Booker and the senate are being very shy to mention that they are or that they have gone because it's gonna raise a flag and it will become political.

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And so I feel like we need to identify and support and leverage and amplify the stories where people

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just need a little boost to come out in quotes with there being clan based.

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And and I'm really talking about plant based climate because this is a climate emergency and more and more,

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no one is gonna be able to deny, you know, that they're having hurricane so that they're, you know, in insurance went up because of like, it's gonna be harder and harder to just completely say, it doesn't affect me.

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And so

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more and more influencers influencers that kind of come out and say, yeah, I'm plant based and

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the key reason I am is climate, you know? Or and even if maybe the key ...the the reason they went plant based was something else. If they really start leveraging and talking about the climate action aspects of this are so huge. That's why I eat plant based.

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That's gonna help really influence other influencers who may again, already either be close to being clan based right or heading in that direction.

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But just continuing to be shy about going all the way, if you will or they've been planned based for a long time, and they just are not. Bold enough. They don't have the political will

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to come out of that closet and talk about it. And I really

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stress that we need

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just a couple key people

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in a way because the stories that we could tell and the audience those could leverage would then in ind

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say, for example, church leaders in maybe a more red state where we know that the vegan thing versus on vegan thing can be a little bit red blue state,

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what if a church leader

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went via, you know, plant based and started really talking about the benefits of the health, the benefits climate Etcetera, then that influences their community. I'll just point out some of you in the audience may have seen ...I ...or her there was an Npr story on how much impact

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a group of rabbi had on influencing their communities

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to get vaccinated. And so you can talk about how influence doesn't work or whatever, but we need to fine influencer are better,

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really dial in, and I think it was super smart to just really target and go who on the ground are these people

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aren't getting vaccines listening to. They're listening to their rabbi.

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Let's go right there. And so we need to do the same thing in the plant for climate space and go, okay. Who's not hearing the story?

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Okay. So let's, for example, right, pick the middle of Missouri. I don't know. Like, that. It seems like just a good middle of the country state.

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Who in Missouri?

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Do we know can we find a couple of people that might be church leaders or, you know, really well regarded business people or and then how can we tell their story and leverage it? Then I will say if you gather just a couple of those, the momentum of that,

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you know, on a website or via Twitter, I'm creating a hashtag plant based number four climate, and I'm that's my thing. I wanna just keep saying, look at all these people who are playing this or climate. Look at this news,

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getting in the role of that, helping these people get famous or get

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accolades for having done that, then that helps other, you know, a church person, two counties over who happens to rep plan based might go, oh, wow.

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You know, that person boldly came out about being plant based, and it's been really great because more people in their church or their community are starting to address diet maybe I can too. So it's kind of like starting to roll the rock downhill.

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A lot of our leaders are too shy to come out, and I swear if we got, like, five key leaders.

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One, I know how to do it, and I can totally coach

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organizations and leaders and communications to about how to do this.

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We could get that huge boulder or rolling downhill and just gathering so much steam. And, again, we don't have a lot of time. This is a climate emergency climate crisis.

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We're treating our thumbs on our culture. We not sure we have a good person and, you know, department of agriculture who's gonna really make the decisions that need to be made.

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So there's just huge opportunity to just be really strategic about finding ve,

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high level influencers

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in whatever communities.

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Who can ...if they get something started,

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they'll influence influence other influencers, and I'll I'll stop there have you asked me more questions? Or go. Yeah. I got track. No. No. No. You I I love it. I love it. And and we are gonna be opening up the the the stage here for anyone to come up and and ask questions.

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Or or collaborate in just a couple of minutes. But I think one example of, you know, the quote unquote influencers or impact

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as like called them event that you're talking about, it the

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Eric Adams right, who is running from mayor

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in New york faith,

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And I just shared

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here in the in the Fortune cookie

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area.

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I shared a recent article

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in the New Post about about him and you're more than welcome to put on that article

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and

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and and check out the story. But I mean, if he ...does he ...if he wanted it one of the influencers influencers that you're kind of thinking about.

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Oh, for sure. I I think it was very

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bold, you know, for him to come out when he did. But and then just to continue on with it, and then then I believe that they've ...he's developed sort of a food system's transition plan for his burrow, etcetera. I I think he's incredible a couple reasons. He's ...you

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know, as everyone knows who's following, and he's a former policeman, like, the

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some a police plant is who knew, you know, like, the surprising

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stories if we're stereo

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police people to, you know, not I don't know why. Right? But ...but the fact that he went he's a former of police men who went play that he's a political figure who went last plant, I think in fun circles that may be he's and a black man who went play they like,

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like, hit all the topics, and he's representing some think to quite a few different communities. And so having him be out,

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again, I couldn't posts around that about being plant based, is huge,

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and it's influencing a a lot of people and that probably took guts to do, and then you see it coming through in policies and sort of plans and things that he's writing with his team and in Brooklyn. So I I definitely

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see him again,

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I would just love to find people or to to really create some work around finding people like him in the middle of the country that we could really leverage.

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I love it. I love it. And, again, the new Post article that I was referring to is right there in the Fortune cookie Diesel so feel illustrated to check it out to read more about

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Eric Adams and his quest to be Neo Mayor.

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Yeah. With that,

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anyone, you know, who's listening if you wanna come up and and ask some questions to Andrea,

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She's very, very versed in in in this space and making sure that, you know,

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people can strategically leverage, like audio platforms,

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such as, you know, Fireside

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or that other app across the pond as we like to call it here.

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You know, like, show you how to live it..

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I know. Right? Show you're how leverage

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you know, your leaders your leadership to events and just a bunch of other things

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to really, you know, help you

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become a thought leader and thought stakeholder in this space, which is such an important space because as you said, Andrea,

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time is ticking, and there's a lot of urgency.

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So I think Troy wants to come up. He just said hi. Great

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Troy,

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Welcome to the stage. My friend it's so good to see you on this side of the pond.

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Did you swim him? Did you think boat? How did you get here today?

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I definitely swam. I'm trying to save on my carbon footprint. Yeah

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me a long time. Me lot.

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You know, you know. But it was really interested. I love what both that you're talking about about, like, you know, major stakeholders in they had friend of mine, she's listening to, also,

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We were talking about this

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you know,

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you know, how do we get more people to buy into it? And I'm always wondering access to both of you. How is a normal global citizen? Me, myself,

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make an impact to spread this knowledge. What's the easiest thing to do? You know, we start with the family. Sometimes we start with close friends. Who what else can I do? And I mean, to do it in a way that doesn't rough feathers that's inviting that's inclusive that brings people along for reasons that they can totally relate to So if you guys can guide me and that, that would be great.

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I'm sure.

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Yeah. Troy great

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I'll start and i'm sure our term has some things to to add in there. One of the things that

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I know are out there that I don't think are being leveraged as well as they should've have is there are plenty of organizations of the Vegan organizations that have testimonials

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and testimonial videos and things like that.

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If you can go to one of those sites

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and kind of go through the testimonials and identify,

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you know, a person or a couple people within that. And, again, it's gonna take a little work. Right? It's not easy for you, but I think if you pull out a couple of, like, videos, I know for example, million dollar vegan has a lot of great testimonial videos.

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It's a little bit challenging to quickly go through them. But if you go through, kind of identify a couple people in there that you think will resonate with the audiences you're particularly trying to reach and then just pull those out, make make those a list of those videos and how those be an evergreen resource that you share. So someone says, you know, dennis, I have diabetes, but I'm not really ready yet or whatever. Go. Oh,.

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I totally understand. Blah blah blah blah. Oh, you know, There's this great video about this diabetic guy who went vegan or went plant based into the not and you're out there ready with that. So what is the resources? Yay.

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What is the resources exist? They just aren't being

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message as well, and a lot of people don't know they exist. So look for vegan testimonials or plant based testimonials on a variety of the de january,

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the million dollar vegan begin, you know, I don't know all the other things. The other thing is I really find helpful that reduce the tyrion

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foundation and that website. So I think, as a communications person, right? We all a lot of us know that the word Vegan really freaks people out. So

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when you're trying to transition, people who just are kind of

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this done, I like the word plant based, but

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just the way that you lead people in is definitely not. You need to go overnight or whatever, nor is it? We'll, try and do Monday is just mute. Like, they're just not gonna listen to I've talked with people that I said, while I'm be happy to you, but my husband and my son, no way. And this was a friend of mine whose son is in high school and light really loves animals and wants to work with animals, and I was like, I don't ...I think the ...your son would probably really like to know about this. But

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it's like,

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just find the resources that exist. And oh, I was sorry. I got to views. Reduce

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dot org g, I believe is the site.

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It's.

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Right? It's just think about this. And

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a really basic example of mine is sharing

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recipes like, oh my gosh. I had this last night. Right? It's the Text Casserole from She Cookbook or whatever. Share the vegan recipes of the plant recipes. That most

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look and sound exactly like something they would already eat.

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And this also goes to, you know, plant based needs and kind of the the whole all that that's happening.

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Most of us who are plant based kind of have been this way for a while. It isn't us that we're are getting all excited about this point. This needs, it's people that need to transition or need to be encouraged to transition.

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It's a exact replacement. So if you wanna make a Text casserole that you normally make chicken or whatever.

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Right? Find a recipe. That's just like something really traditional that just has, you know, the use of alternate ...you know,

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plant meat in it or something. And so use people into it, The reduce, the, like, these are great recipes. Don't

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I just sort of supply, and I am my own little amounts ambassador. I have a friend's husband, who the friend isn't quite ready, but a husband definitely is starting to get ready. And so he drank message me himself,

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And he was very aware of not wanting to counter his wife because she kind of does most of the cooking. And I just said I totally get ...I said, here's a cookbook.

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Here's some facts. You know, here's the Doctor Greg,

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how not to die. I just sort of provide those resources.

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And walk away, But I will tell you my guess is that if you find a video or two that applied, that really look like they're gonna resonate with your community

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leveraging those videos and just sharing them. No questions asked. If people say oh, and I'm not just sending that thing go. That sounds good. You know? And don't ever ask them again.

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They'll watch that video and they'll people in a way.

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I'll shut out What do you have to say or True?

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No. I think you you covered it quite well. You know,? I'm not gonna pick up Well, Troy can tell us if I covered it well enough. Yeah. Troy Are you yeah. I I think, like you kinda blow me away because some of those things I try and I do So I think the greatest thing to happen just now you kinda expanded on a new nuance for me, which is fantastic, but also, it made me feel I would say very much I validated it about oh, yay.

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Some of the techniques that I'm trying and things I'm trying to do. But one other question connect with which you just sent up wondering too, you know,

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when we talk about data.

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Right? Just to work data.

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It's ...you know, you know how, like, and the I agree to at we spoke about this before. Like, you know, sometimes you talk about data, It becomes this battle of who knows the the most facts. Yeah. Right? So how do we get around that? Like, you know, like, because i ...you know, I'm not a scientist, you know, a this global citizen trying to do my part for my health to the plan and everybody else's. So how do we get around the david point?

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I have an idea, and I don't know if it'll will work or not. Because I totally hear you on that, and some people are sort of pre exposed because they hear it. Right? They don't wanna change, and so they're gonna be ready with. How do you know? Right? It's this ...we've seen this in the kind of a political sphere.

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And that is ...oh okay. I'm losing my turn.

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There's a website called plant base data dot o g. I believe that's it. If you can confirm that,

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at some point.

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It's

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it's incredible. So I I will tell you what I do Troy because I'm the same. Like, I am out here, being an ambassador and working in this space, but I'm never gonna quote chapter verse the latest figures on animal agriculture and G choose because I work with an organization that has, like, a full time person on that. And half the time she can't quote the latest latest latest. Right? So don't set yourself on to fail, but say, totally get you. Yeah. There's excellent data here on plant based data dot org g,

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anything else that you find that you respect, be again, ready with those links.

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And and one of the things you can say is, yeah, I totally get you if the number actually is

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is solid and the science keeps changing. And so the the organizations that have the have this at the top of the list are gonna be the plant based data dot org. The people that organize that are incredible I refer people to that constantly. That way, it takes me owners off of me being the queen of everything

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and puts it on the plant I totally trust these guys. There's ...like, it's ...that's the one I turned to all the time. And then the other thing is related to that, if you follow the people behind plant based

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Carter

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on Twitter,

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I love their

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oh my god. I know

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follow him,

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then then i the other thing is if you haven't already, Like that ...I bet Troy. We could ask him one pager. Right? Like, a one page that's updated that becomes the resource. If it is ...may may have on completely said the org. A one pager that's just like here's the deal as of

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mid twenty twenty one. This is a deal. You know, the key five pieces of data that all of your fancy data people keep trying to pin us down on, you know, and and and so ask for how from these organizations that are trying to provide it in saying, okay, I got ...you know, these friends that are resistant to the job ...I could really use on one pager that just basically says x y z and Maybe it's a page with five images and all that because then you know what you could do a troy. You can take a one pager, and you can screenshot

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little nuggets of the data, and you can start sharing that on your Twitter. Right? So take the images and the graphs

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and all that stuff that exists and go to town with screenshots.

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And just say, if people are asking you questions or given your giving you slack on Twitter.

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Just go. Oh, my gosh. I refer to the plant based or ...and here's a screenshot of one of the key pieces information I love, and following a Carter. Just keep doing that. Be the center of resources.

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If you know, when you ...as, thank you so much in a term when you mentioned Nicholas the decoder too ...you know, it's I'm always wanted it does even sleep because talk up with he comes up like, something dropped in the news. He comes up with, like,

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these breakdowns.

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That's totally amazing. Right? Just totally amazing. And he delivers it in such a non judgmental way. You know,? Like, and so thank you for bringing that up every ...Oh,

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you're welcome. I ...I mean, I I have a couple of key go to, and he's definitely one that's the other thing everybody on this call. I'm

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curating

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hashtag plant based number four climate, and it's that kind of thing. I'm I'm trying to just win I see these great things or I wanna remind people about plant b dot org, like, see me as curating

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that line of information, and you can always just retweet me or pull tweets that I've done. And then retweet them. So ...oh, yeah. I love this audience thing. So, yeah, use the resources that exist and see me and my cuvaison

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as a resource in one way.

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That's that that's awesome. Yeah. I'm also a big fan of of Nick Carter.

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Yeah. Not the not the singer.

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The the the front based day guy.

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Yeah. No. It's it's it's it's awesome. You know, I I tend to stay away on the data.

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Thank you. I'm practicing my jokes.

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Okay. As Kate done, The audience also knows

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Yeah. You know,

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I I try to stay away from the whole data rabbit hole because

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even if you do have someone that is that's fantastic as, you know, nicholas Carter with his time fifth that org, which I mean, I I eyesight. If I need to side data, that's what I cite. But the the issue I have with data is that there's always

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some other

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research or some extra

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served from another research that will have data that contradicts any data that's out there. So you end up in this, like,

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back and forth. Right? So I really like your approach Andrew i'm just saying, hey, like,

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the number I got is from here, go there, check it out. I don't wanna talk about anymore. Agree or disagree. That that this is where I get my data. Please ...you know what I'm saying?

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Yeah. It just just ...go ahead, Try.

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Yeah. Sorry of that Answer I like what you just say because it made me think when you both were talking, Like, why do I wanna get an argument about this? Right? So you have a really vaglio point. Like, hey, like, listen, We don't have to debate about it. Let's just you look at it, I i'll look at it, and we'll talk and me sore in the middle. So I'm glad you really brought that up because who wants to debate anybody. You know? Like, it's a really good.

...

Yeah. And I and I the other thing is

...

if you ...if your approach is

...

here's the info. Here's the recipe. Hey. You know, I even do sometimes on Twitter or you guys, I I'll say,

...

I ...a lot of my friends lately have been asking me questions about my plan based diet. So I figured

...

some of you might be interested to. And so, you know, this is might go to cookbook for newbies. This is a great size for

...

you know, like, create your own little

...

resource tweets that you can just keep retreating to, and you can just pretend that, you know, your closest friends have been asking you about it. Right But that's the language that you use in the tweet or that's like. So think about the language you could use. So you take the onus off the immediate

...

It's me versus you, John, or whatever or susie.

...

Excuse me. And it's like, oh, yeah. Lots of people have talk asked me about this, and this is what I've I've shared that people have found helpful. Just make it third party, make it sound like, it's the thing in the sky that exists and you're just happen. You happen to share it, but it's not me the expert sharing with you the dummy.

...

That's kind of a a tool.

...

Hold on. I'm getting a little flustered here. On my first call, I think. Okay.

...

Requested it to come up on stage. To that.

...

Alright. Okay. Thank you so much for being here. I appreciate you to the max.

...

How are you?

...

I. Am good. Thank you so much. Both our her

...

hosting this call and andrea For all of your insights. It's ...I've

...

enjoyed listening to it very much so thank you. I did have

...

two questions

...

if that's alright?

...

Yes.

...

Alright. So you had

...

mentioned politics

...

and my my first ...well, they're both about politics and climate change. But my first question is do you find

...

the coupling of politics

...

and climate change

...

to be problematic.

...

And if so,

...

how have you seen it play out in a problem?

...

Problematic manner. And if not, how have you seen it play out in a four purposeful change?

...

Okay. I think I need clarification

...

on the questions. So politics

...

and climate with regard to plant based diets.

...

Yes.

...

Yeah.

...

Essentially, give me an example. Yeah. Well, you you had mentioned earlier that

...

climate change in particular,

...

reducing one's knee consumption and plant based

...

that it is coupled with generally political affiliation. We've seen this play out in the United States, you even mentioned using the word Vegan.

...

Can incredibly problematic.

...

And so I'm wondering if you're seeing the coupling

...

of

...

climate change and, again, specifically a move towards a plant based diet.

...

Associated with political affiliation to be problematic.

...

Oh,

...

definitely just in my very, you know, the kind of observational space that I am where I'm just watching the news and kind of ...I keep an eye on agriculture reporting from the Mid midwest, you know, kind of all that for sure. It's definitely problematic it one thing that occurs to me is

...

if messaging that community or kind of being an ambassador within a community,

...

it's challenging and there are politics involved.

...

I take, for example, in the food systems and agriculture kind of transition space.

...

One of the things that's sort of seeming to be effective were kind of showing some headway these days is really dialing into farmers right? And looking at how to position this. So it's really

...

that you're kind of counter big ag, but you're really supporting the farmers and that you're looking for a quote unquote just transition

...

so that you reflect that you're aware of the issues and that it's all about making sure that these farmers have jobs,

...

you know, ten years from now, etcetera. So

...

and that's just a really small example of, like, if you're talking to people in Iowa, how you might work that. And so it ...you can ...I think you can take the politics out of app by really dialing in to. We recognize that you're concerned that you won't have a livelihood,

...

and then you go, okay. With regard to plant based, talking about a just transition or just livestock transition

...

or the organization called farm forward. You know, all of these are gonna use organizations that help

...

farmers, small farmers move away and into more, you know, away from animal lag, that's one thing. And so if you look at your audience in any given place,

...

if, you know, it's Missouri and, you know and this is another thing that I will say that is political, but also, I think, j

...

and that is me is manly.

...

And so it's almost like, you know, I look at this from my bikes perspective too. I see

...

you know, a white, fifty year old man

...

in Missouri as a ...and this is a stereotype.

...

A, f one fifty driving,

...

you know, meet eater thinking that that's what how you reflect masculinity.

...

And all that is to say,

...

be aware of what that is

...

and, again, dial into somebody who really looks and sounds like that person who has transitions

...

are converted to a plant diet and look at their story and leverage their story and look at the words they use. And the key points that helped them in that conversion,

...

then then use that same language when you're trying to reach those people. So you can pull it out of the sky, and you can pull it out of the politics.

...

You also ...if

...

they're not responding to climate it, which I ...again, I'm thinking that most people at least ...I don't know. I feel like most people should be, but you can

...

pull it down to jobs.

...

Pull it down to jobs, pull it down the livelihood,

...

and and

...

there ......there are ways to do that in their organizations that are sort of helping with that, but I I know that I'm not really directly answering your question, but I was sort of trying to there. Does that help and feel free to clarify further?

...

No. It it definitely does, but it also opens up like, so many.

...

I

...

story of my life.

...

No. I think that's good.

...

But it ...it you kind of started to go into my second question, which was how do we do couple politics from climate change and, again, more specifically and move towards

...

plant based?

...

Eating habits, and agriculture

...

both locally and globally, and and I'm not speaking so much on the local community level, but

...

more

...

in terms of

...

how it's talked about at the national level,

...

political leadership.

...

How do how do we couple that?

...

Oh, boy. You know what? I think people would pay me millions and those dollars. If I knew the answer to that question,

...

but I do think it goes to

...

strategically

...

finding

...

influencers,

...

politicians,

...

key climate leaders of Etcetera,

...

who

...

will

...

tell their story and their story might help start to nudge other people fall, and that goes into a term I've used before when I present on this topic and that is surprising influencers.

...

So really looking for surprising influencers and

...

we need

...

them just sort of

...

I mean, they will be

...

influencing other political leaders, etcetera. So I guess that doesn't really address your question. But I think it's it's a really ...it's

...

a really hard topic and it's gonna take

...

it isn't something that you can just go. Okay. Do this. It'll scale overnight. Do this. Again, it's gonna be identifying the key audiences that are sitting there resisting this.

...

What their big problem is,

...

identifying some influencer in the steer that really will resonate with that exact problem.

...

Or issue about it and then have them tell the story or have them be the fun person

...

for

...

talking about climate, etcetera, etcetera. So it's ...for me, it keeps spoiling down to

...

finding the key person

...

who is at a certain level where they're respected or admires for some reason,

...

and then really leveraging them

...

as a mouse case, an ambassador

...

because they can speak and be trusted

...

to speak

...

to that key point. And, again, I know I'm not

...

directly addressing your question, and I think it's a really tough one and a totally vaglio one.

...

But if I were working on a team of people trying to address it, that would be one aspect of what I would suggest we look at in communications and messaging.

...

Yeah. Really really good point. Thank you.

...

You're welcome. It was great great questions.

...

Yeah. I think thank you so much, Kate. And Troy for coming up and and asking questions and collaborating here with us.

...

You know, I do think kate at kinda half the million dollar question there.

...

You know,

...

how can ...it

...

it seems that no matter what is issue you're talking about

...

it just ...it cannot be being coupled from politics. Right? We saw it with the pandemic with something as simple was wearing masks.

...

Right? Just everything

...

to seems to become

...

a political

...

tool right to to, you know, further,

...

you know, some kind of of personal

...

you know,

...

agenda. So I I really appreciate that question kit very much. I wanna talk about something, Andrea that that you tell me, a lot.

...

We also talk a lot about which I've put in the in the cookie is the ...the

...

cookie there. I forget the the fortune cookie

...

you know, you you talk about frightening things in a positive

...

way saying yes. And right? And what how important that is instead of saying, like, but Right. So can you talk a little bit about that?

...

Yeah. This is a tactic that I've used in my corpus sustainability climate action, etcetera rather than

...

becoming ...we

...

are the ones we are the experts. We know everything. Everyone in this space should be looking at us because we're so smart.

...

That pushes people off at a very basic level from kind of a social media standpoint,

...

you'll see it in the way that I tweet and I do this with any ...i you know, I coach clients on this too, and that is

...

you know, somebody comes out with ...this is how we're addressing, you know, agriculture and land use transition, etcetera, etcetera, and blah blah Blah blah, You don't go in and and say,

...

or retweet it or get in their replies and go. But why you're not really addressing this, like, you, you know, you immediately come off as sort of ready to be a contra and to kinda get into fight.

...

So

...

even if you don't a hundred percent believe in the quote unquote solution that they offered, you you do and go hey. Thanks for writing up. Your your, you know, your ideas or your theory here,

...

climate action org, but ...And

...

there's this other thing that's a huge opportunity it's this. So it's always everything that you look at, especially if when you look at it and media immediately, you're like, Tim, why do they keep bringing that up? Do you know, which I feel I myself experience a lot.

...

And it would be the same thing with media. So they write a whole piece and they forget to mention, really land use. Right? Or something or they don't really talk about the huge emissions from livestock or whatever. You you never go. Well,

...

Bobby Bobby Writer, you forgot to mention this. You go, yes. Thanks for covering this so comprehensively.

...

And there's this other thing to look at too. So that's a really basic way of kind of looking at it, and you can leverage that in anything that you're sharing or sharing you're amplifying

...

on Twitter Linkedin, whatever your platforms are,

...

but also, it it

...

it helps open up the conversation. It keeps it open. It lays the groundwork, and this is part of the leadership platform kind of training and and jump starting that I do for clients.

...

It lays the groundwork that you are an open and accessible person to talk to, and and it makes it more likely

...

that the organization of the person that posted that

...

thing that you thought was kinda dumb. Right? But you're really saying yes, and two is gonna take a look at what you offer.

...

So this is all this, like, human, you know, human behavior and communication and stuff that we

...

do not seem to weave very well into what we're doing.

...

Kind of on that note, a big picture thing of this that might help a lot of you right away with organizations as people tweet treat

...

their social platforms for as broadcast messaging tools.

...

And the way that I do my own and that I advise my clients on is it's all about you wanna be seen as the curator

...

of the rising tide cell boats.

...

So you might post something that isn't a hundred percent in agreement with your organizations

...

key everything, but it's an opportunity to bridge. It's an opportunity to go, Yes. Organization over there,

...

and look at this thing we're doing.

...

So you're opening up that conversation,

...

your

...

tweets and messages and things that you're sharing.

...

So so look very inviting and accessible, and it starts engagements

...

versus ...we haven't event next week. Look at the great report. We did. All the self serving stuff that most organizations, and even them the leaders, right, the leaders don't know what to do with their Twitter handles, and so they're constantly just retweet

...

broadcast messages that their orders are putting out.

...

There's a huge opportunity you guys, and we can talk about it on another club because this one will go on forever. But

...

you treat the leader.

...

You treat the leaders,

...

use of social media, not as simply a thing where you retweet the organizations, but as a way to be a human being

...

adding context

...

and and helping bridge, so the organization might tweet we've got this great event come to our event, whatever. And then the leader would retweet that and go, seriously, this is gonna be amazing.

...

Bobby are gonna be speaking at this event. It'll be key it'll it'll be a key resource for blah loss sector. Right? So the individual leader

...

can add humanity,

...

authenticity,

...

and context

...

to the really lame, usually broadcast messaging that the organization is doing. So clever

...

communication strategy and leadership thinking

...

can really help you integrated

...

in all these ways can help you think about content differently about how you engage with Colorado And Fireside about how you

...

what blog goes you bother writing, It will help you not waste time. It'll help you get much more strategic with the time you're spending

...

on these platforms as an organization and as a leader.

...

I I love that so much, and you spoke words they're so close to my heart. I'm all about. I am all about being intentional.

...

Right? And how can I be the most effective

...

while being efficient?

...

Right? Because it's a long game.

...

Even though there's urgency and we gotta start sprinting and it's gonna be a long sprint. It's still a long game.

...

Right? We gotta our in it to

...

to tell things get better. And if we don't do things in a sustainable way,

...

I'm talking about the way of that we have the or the way that we work, if we don't do it in sustainable way with being intentional. Right?

...

Being pragmatic being practical,

...

having this kind of big umbrella so we can get a lot of people under it and start these important conversations.

...

Like, it's gonna be really hard to get anywhere. So I I really appreciate you.

...

Yeah. And thank you. And I and I think it's the same even just looking at consumer facing stuff.

...

I watch it, and I watch all these organizations go. Here's a recipe

...

this is great. We got eighty people to sign up for this. You know, that's what they're treating.

...

What's the point? You know, if you look at what you're really using your your various social platforms for my suggestion is always

...

cut down to the ones that really matter. And, frankly, in in my realm, a lot of times,

...

organizations are

...

tense confused about what's consumer facing and and leadership facing. And even as an organization, what they should be focusing on, And, again, climate ...we've got less than ten years now,

...

and you're busy

...

tweeting,

...

you know, okay. We've got tools here. You know,? It just really basic

...

stuff instead of just really dialing into,

...

we wanna be influencing a bigger conversation and getting on more radars with the strategic very short time that we have. So the intention

...

just isn't there. They're kicking off a box saying

...

we do Twitter. We knew Facebook we do. And it's just no. You you don't you shouldn't do any of those things that you're not gonna do any of them strategically. And so there's a life a ton of waste to time on communications.

...

In in every realm that I'm sort of observing.

...

Thank you so much for that, And and we are going to wrap up the room in about five, five minutes, and ...but I do wanna ...welcome Chris up to the stage. Thank you so much for being here.

...

Here. If you have a question about a question, or calling. Actually,.

...

Thank you so much. I'm so sorry and missed most to this. I'll be checking it out and in every place. In, you are fascinating and I look forward to another conversation with you.

...

I wanna make this quick because you only have five minutes, but I wanted to

...

comment on your

...

your mention of the media who forgets something

...

and how you can use that to your advantage. So I was in a newsroom for many many years. So I'm probably gonna go back to one at some point here.

...

But at home ...at the meantime, I'm at home with the kids,

...

The point being that

...

when you reach out to the media and say, hey,

...

you know, it there's this thing you could have mentioned too.

...

I think there's an added opportunity if you can find a

...

of say, you know,

...

outbreak of of

...

salmonella or something, if you were to bring that to them along with the reminder that there was this other facet that they didn't cover, then it not only becomes a Hey. There's this. It also becomes a news,

...

and when you give them a news,

...

doing a follow up article

...

is much easier for a journalist because they've already done eighty percent of the homework. You're just kinda know them to do a little bit more. And also giving them a page, which will make the news directors happy because it's not topical. And that's all wanted act Oh, I ...this is great. Chris, can you tell me? Exactly. What a new

...

these pages.

...

Oh, god. I'm so sorry.

...

Are you ...I'm mean using terminology. People don't know. A news peg

...

is basically a reason why we should care about a story right here right now. So, for example,

...

if a port comes out from the government on climate change, then you're going to see

...

a lot of news articles about that. So the is some angle, some topical angle that is right here right now,

...

that they can write their story on, and that's how the new cycle works. It's basically what's happening today. And that's why you don't see evergreen stories. You see, like, this disobedience, and I I have my own problems

...

with the news or. I'm sorry with the media industry because they don't do evergreen stories. And if it bleeds it leads and all those other cliches were, you know, they they like doom and gloom because it gets eyeballs

...

So I think that there's a way to be aware of that and not contribute to that, but maybe

...

harness the power of that. And and no the way a newsroom works, so they ...when you do pitch an idea or just reach out to somebody, may not appear, like, a pitch it might more appear like, hey. I'm here to help you the journalist.

...

When an actual audit, when an actuality, it's an opportunity to pitch a story, and, and continue the narrative.

...

Yes.

...

G. Great great points. Three great points. And I and ...one of the things that I talk about is building a relationship with a media member, weight in advance of when you would ever do that. So And and I think you we could have a great conversation, Chris. I'm on Fireside at some point, with your journalism is background.

...

What I tend to do is recognize

...

that this journalist is writing about stuff that ultimately,

...

they will be interested in my

...

clients work or whatever. So I start to kind of forge relationships and often retweet their stuff and say great article by blah blah.

...

The other way that I bridge up for them. So I have been using tags. I guess I just didn't know what it was.

...

The other way that I bridge stuff for them is, like, you know, I'll see them tweet something, and then I'll put something in the reply, and I'll just say, again, it's gonna be kind of a and format.

...

And say, it's super exciting how the topic you just wrote about here

...

totally bridges with this topic over here. Right? That happens to be on my clients. You know, website or whatever.

...

But it's all about building a relationship, And I think this is lost by a lot of people building a relationship with the journalist way in advance so that you're never just messaging them and going. Hey. I like your article. Here's the thing that we did, like, just out of the blue. So part of this strategy and the work that I do is, like, this as our Said, hugely long game,

...

but you'd be surprised how quickly I have had very many instances where I've started working with a client that might not even have a website. And three months later, there's some big announcement or whatever that they're involved in. And because I spent three months, you know, following a couple key media and engaging with them, or loving up what they have to offer and bridging it a little bit, they were a much easier person to contact

...

and ended up writing a story or featuring something that my client did, like, within three months. So

...

to your point,

...

understanding how journalism works, and On that point for everybody, and you're probably very familiar with us.

...

Organization. I'm a huge fan of covering climate now,

...

and

...

they have amazing resources and web kind of events, everybody, and anybody can sign up. It's for journalists. So you're learning how they're thinking about doing better and reporting about climate.

...

And I'm constantly on there because it gives me insights as to how to support them. Be a resource, get to know them in advance.

...

Anyway, we gotta close up here, but I thank you so much, Chris. I'd love to talk more sometime.

...

Yeah. Thank you so much, Chris for for coming up. I think, you know, we we made some some some new connections here, which always extremely excited because I'm all about that discourse and making those connections.

...

So people can can carry a discussion in other places

...

and having that kind of, you know, amplify the impact as what Andrew is talking about. So today, we were chatting with Andrea learning, and we were talking about strategically

...

amplifying the climate implant based next.

...

So I wanna thank Andrea so much for her time, and also, Chris Troy and Kate

...

for, you know, coming up and collaborating

...

Andrea you have any final thoughts before we and this the show? Oh, no. I I don't have any final thoughts, but it this was a wonderful first time experience for me, Or. Thank you, and I really appreciate everybody came up with such great questions, and I look forward to doing it again and do find me on Twitter or Linkedin or let's to connected

...

Absolutely. I did put

...

Andrea website here in the fortune cookie. So you're more long click on that. Follow her again, Twitter and Linkedin, and we'll see you all again on my next show here on Fireside.

...

How wonderful rest of your day, everybody Thanks. Bye, everybody. Thank you so much.

...

Bye.

Fortune Cookie