EP 69: Making Climate Action Cool with Freya Williams

In this episode, Lis Best is joined by Freya Williams, a sustainability, brand purpose, corporate responsibility, and marketing leader with 20+ years of experience in sustainability. Freya discusses personal sustainability, green giants and green unicorns, how to make climate action cool, the importance of framing in marketing and messaging, and what leadership means to her today.

We talked about how world-changing women can balance personal, professional, and planetary goals to avoid burnout. Freya shares how she incorporates meaningful personal sustainability into her work. 

Freya offers expert insight into the role of green giants and green unicorns in the world, how a company becomes one or the other, and what she learned writing a book on these business structures. She then shares the six common factors her book identifies as contributing to the success of the green giants.

Unfortunately, doom and gloom have become the norm of climate action conversations; sustainability marketing and messaging need a major update. Freya gives new ways to frame these important messages that feel more engaging and compelling. 

Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, YouTube, or on your favorite podcast platform.

Episode Outline:

(04:10) Building a career in sustainability and social impact

(08:10) Personal sustainability and strategies for maintaining motivation

(14:40) Importance of community to create momentum

(21:14) Green giants and green unicorns 

(26:33) Six key factors that contribute to becoming a green giant

(30:20) How to make climate action cool

(37:35) Effective approaches to sustainability marketing

(46:40) Leadership for change agents 

Resources Mentioned:

• Join our next Girls Club Collective Community Power Hour on August 9 
• Mainstream Green by Graceann Bennett and Freya Williams
• Rothy’s Shoes
• The Cool Down

Guest Info: 

• Connect with Freya Williams on LinkedIn: Freya Williams
• Subscribe to Freya’s Substack: Green Giants Etc
• Buy Freya’s book: Green Giants

Follow Us:

• Learn more on our website: girlsclubcollective.co
• Follow us on Instagram: @girls_club_collective
• Connect with us on LinkedIn: Girls Club Collective 

About Lis: 

Lis Best is an executive coach for impact leaders, founder of the Girls Club Collective, and host of the Women Changing the World podcast.

Since launching her business in 2020, Lis has helped hundreds of leaders navigate ESG and sustainability careers, launch heart-centered businesses, and become more effective change agents.