153. How Brands Can Play a More Active Role in the Climate Change Conversation with Ali Wines

What is the role that brands should play in our climate change conversations?

We see some brands being consistent champions for the planet in their marketing campaigns, even beyond Earth Day, but is it enough?

As consumer concern about climate change grows, so does the demand for brands to take an active role—not just in marketing but in genuine engagement with policy development and community dialogue.

Yet, many companies still hesitate to make their voices heard. Why is that? What do consumers genuinely want from brands?

In episode 153 of the Outdoor Minimalist podcast, we explore how brands can have more meaningful conversations, the importance of aligning actions with values, and how to break through the fear that might be holding some brands back.

To help us challenge the status quo and uncover how brands can better connect with consumers who care deeply about the future of our planet, I sat down to chat with Ali Wines.

Ali is a communications strategist who helps companies talk about sustainability and climate change. She runs Uncommon Ground Communications, where she works with clients from the ski and outdoor industry to nonprofits and construction companies to tell their sustainability stories with authenticity and courage.

Before starting Uncommon Ground, Ali was the Executive Director of Protect Our Winters Canada. She’s a skier, a dog person, and a mum to two daughters who are faster than her on a mountain bike.

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Ali Wines | Uncommon Ground

Uncommon Ground: https://www.we-are-uncommon.com/

LinkedIn: https://www.linkedin.com/company/uncommon-ground-comms/

Instagram: https://www.instagram.com/weare_uncommon

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Episode Resources

Aspen One: https://aspen.com/

Seventh Generation: https://www.seventhgeneration.com/

Potential Energy Coalition: https://potentialenergycoalition.org/

Clean Creatives: https://cleancreatives.org/