Nature's Marketing Agency Sucks

I find it peculiar how the topic of "nature" is poorly communicated in contemporary culture: The most stunningly beautiful natural places are commonly promoted (and perceived) as just "a place to do sports", "a place for old people", "a place to stop at for 30min during a car trip", "a place to take selfies for social media" or "a place to kill animals, grill & eat them". And the communication style is poor across the board: Think of climate activists describing nature mainly in terms of crisis & doom - or corporate "green-washing/laundering".

The "value of unspoiled natural beauty, wildlife, solitude and spiritual renewal" is hardly ever emphasized. Nature as a powerful source of experience, meaning, health and community. One thing is clear: Nature's Marketing Agency Sucks. And this has profound implication for how people perceive topics such as bio-diversity or well-being, and how people act.

Examples of great "marketing for nature" do exist: In Japan natural experiences are more frequently communicated with an appropriate sense of grace, dignity, care, maturity and playfulness - making nature relatable, desirable and relevant for ordinary people at scale. How can we learn from such successes and what new stories about nature do we tell?

#Nature #Ideas #Japan #Media #Narrative #Comment #Ideas #Regenerative