From 5p to Peace: Tackling Climate Anxiety Through Wellbeing in Nature

Using imagination and creativity in nature to combat climate anxiety

This week, Rory Sutherland kept popping up on my Facebook reels, and I have to say, I’m finding his ideas fascinating as I dive deeper into my Wellbeing in Nature studies.

Rory’s TED Talk “Perspective if Everything” talks about improving the Eurostar London-to-Paris service; it's  both humorous and thought-provoking.

Instead of spending £6 billion to shave 30 minutes off the journey, why not hire 20 of the world’s top models to serve Château Pétrus on board for a fraction of the cost? Absurd? Maybe. Memorable? Absolutely.

It’s a great example of how creative thinking can lead to impactful solutions.

Rory, an expert in behavioural economics and marketing, shares stories about iconic campaigns—from Coca-Cola uniting the world in the 70s to the viral ALS Ice Bucket Challenge. He reminds us that none of us are immune to the power of storytelling and marketing.

One of the most compelling parts of his audiobook Thought Cages (available on BBC Sounds) explores sustainability and climate change with Oliver Payne, a behavioural scientist and founder of consultancy firm The Hunting Dynasty. Oliver explains why marketing these issues is incredibly challenging: for many people, climate change feels distant—not me, not here, not now, not clear. It’s hard to inspire action for a problem that feels far removed from daily life.

On the flip side, there’s a growing wave of climate anxiety, especially among young people. Constant news updates about disasters can leave us feeling overwhelmed and powerless. Reflect on this for a moment:

• On a scale of 0 to 10, how would you rate the current state of the climate (0 being “no problem at all” and 10 being “catastrophic”)?

• Now, on a scale of 0 to 10, how would you rate the world’s response to the crisis (0 being “no response at all” and 10 being “widespread, inspired, and empowered action”)?

The gap between these two answers—the anxiety gap—can be paralysing.

Joanna Macy and Chris Johnstone from Active Hope have developed tools to help bridge this gap, empowering people to turn fear into meaningful action. It’s a reminder that even small, positive steps can lead to profound change.

The Power of a 5p Coin

Speaking of small steps, do you remember the introduction of the 5p plastic bag charge? In England, it launched on October 5, 2015 (with earlier dates in Wales, Scotland, and Northern Ireland). At first, it seemed like a minor inconvenience—who hasn’t had to sheepishly rebuy bags because they forgot their “bag for life”?

But the impact has been remarkable: plastic bag sales in England dropped by 95%, and litter audits show fewer plastic bags polluting our environment. Even better, the 5p charge raised £178 million for charities, demonstrating that climate-friendly initiatives can deliver substantial benefits without burdening businesses.

It’s like the starfish analogy: a small boy gently returning stranded starfish to the ocean after a storm. He may not save them all, but for each one he helps, it makes a difference. In the same way, every time you reuse a bag, you’re contributing to a larger positive change.

Creativity and Hope

The 5p bag charge reminds us that solutions don’t always have to be expensive or complex. Making small, intentional changes—whether in business, sustainability, or our personal lives—can ripple outward in ways we might not expect.

So today, if you come across a humble 5p coin, let it serve as a reminder: there’s hope, creativity, and imagination in even the smallest actions. And from a business perspective, the best ideas don’t have to cost the earth—literally or metaphorically.

Take a deep breath, step outside, and reconnect with nature. A little effort each day can help us all feel a bit more secure and optimistic about our shared future.