Great ideas, delivered in a compelling way, can change hearts, minds, behaviours and policies faster.

Indeed, the nature and climate crises we find ourselves in don’t just require policy solutions, they need ideas to take root in the minds of businesses and consumers if there is to be any hope we can change current trajectories. 

MSQ/Sustain have been busy as usual, and our creative work can be seen in many COP pavilions and digital channels, from last year’s COP27 and CBD15 to this year’s COP28 and beyond.

Nature Positive

You may have never heard of the concept ‘nature positive’, but it really matters – to your business and to your daily life. Not many people are aware of the scale of the crisis in Nature – since 1970, we have caused a 70% decline in the populations of mammals, birds, fish, reptiles and amphibians. It is thought that one million animal and plant species – almost a quarter of the global total – are threatened with extinction.

Nature Positive is a global goal to immediately halt and reverse nature loss by 2030. 

Or to put it another way, every business, country, person and household needs to reduce the harm they do to Nature – and look to regenerate it so that our soil is healthier, our water and air is cleaner, our pollinators and fish stocks more abundant. 

Our brief was to ‘mainstream the idea of Nature+Positive at COP – make it as well-known, as visible and as urgent as Net Zero’. 

Introducing the ‘Nature Stripes’

In 2018, Professor Ed Hawkins created the ‘Climate Stripes’ – charting the annual increase in average global temperatures to raise the alarm on the climate crisis.