“Say” | Nature Positive Creativity: Storytelling, Partnerships & New Business Opportunities
In the third and final session of Ad Net Zero’s Nature series, the focus shifted to what companies say – and more specifically, how nature can be embedded at the heart of communications, campaigns and culture-shaping storytelling. Across the session, speakers explored how organisations are exploring ways to make nature feel relevant, resonant and aspirational, while also unlocking new partnerships and business opportunities.
Purpose Disruptors’ Agency for Nature and the shift to nature-conscious creativity
Ally Kingston of Purpose Disruptors shared how the organisation’s thinking has evolved from a climate-focused agenda into a broader “worldview shift”, moving away from the idea that humans sit separately from nature and towards the understanding that “we are nature”.
She introduced Agency for Nature, a project designed to make “nature consciousness” resonant within youth culture. Working with creative agencies, rising talent and an ecosystem of partners, the initiative has developed campaigns that connect nature with existing cultural passion points and identities, from gaming and coffee culture to drag, football and fashion.
Ally shared several key learnings from the work: that nature is everywhere, not just “over there”; that it is “not all sweetness and light”; that people connect through specific affinities and species rather than one abstract concept of nature; and that nature is often most powerful as a setting for human connection. Ultimately, she argued that people do not need to be persuaded to care about nature, but reminded that this connection is already innate.
Spotify’s Nature as an Artist: making climate and nature action feel accessible
Hanna Grahn of Spotify shared how Spotify approaches sustainability through two focus areas: reducing its own impact, and using its platform, partnerships and creativity to engage audiences at scale.
Her presentation focused on the second of these, showing how Spotify is using music and sound to make climate and nature feel more emotionally relevant. She explained that while climate change can feel abstract, nature is often much more tangible, with people holding personal connections to beaches, forests, mountains and natural soundscapes.
At the centre of this work is Sounds Right, the initiative through which nature is officially credited as an artist on Spotify. Through pure nature sound recordings and collaborations with artists who integrate nature into their tracks, the campaign channels royalties towards conservation while creating a simple and optimistic route into climate action. Hanna noted that the idea has resonated strongly internally, with artists and with listeners, because “people just get this”.
ITV’s approach to bringing nature into mainstream storytelling
Jeremy Mathieu of ITV explained that while ITV does not yet have a standalone nature strategy, it is working towards a more intentional and coherent approach that will sit within its broader climate transition plan.
He outlined how ITV is already embedding nature across its output, from news reporting to entertainment, drama and digital content. For Jeremy, the biggest opportunity lies in using ITV’s platform to engage mass audiences through storytelling that feels relatable, optimistic and woven into everyday life.
Examples included nature and climate coverage in news, sustainable lifestyle features on This Morning, scripted drama that naturally incorporates environmental impacts, and more experimental formats such as Shark! Celebrity Infested Waters. Jeremy also highlighted the commercial opportunity in helping brands tell stories around sustainable products and solutions in ways that feel mainstream rather than preachy. Across all of this, the aim is to integrate nature into content in ways that shift culture and meet audiences where they are.
Sheba Hope Grows and the business value of nature-led storytelling
Cordelia Linacre-Brown of Sheba shared how the brand’s Hope Grows programme is supporting large-scale coral reef restoration in partnership with Mars Sustainable Solutions and NGO partners.
She explained that coral reefs are critical ecosystems, yet are under severe threat, and showed how Sheba has used both funding and storytelling to support restoration while also building brand value. Central to this has been Hope Reef in Indonesia and the documentary Reef Builders, which tells stories of restoration, resilience and coastal communities working to rebuild disappearing reefs.
Cordelia also shared how this storytelling has been amplified through an integrated global campaign spanning earned media, paid media, ambassadors, retail partnerships and in-store activations. The programme has delivered impact for coral reef ecosystems, while also strengthening trust, customer engagement and business performance for the brand. Her presentation offered a clear demonstration that when nature is given “a permanent seat at the table”, it can deliver for both the planet and the business.
