Creating approachable, entertaining content on a topic like sustainability is not easy. Not only is it a broad, catch-all term that has come to mean many things, but sustainability-related content can feel chiding and exclusionary. Levi “Save The World” Hildebrand, is a YouTube sustainability influencer taking a different approach, and he hopes to include those ordinarily outside of the conversation. His open-minded, non-judgmental take that promotes a spectrum of environmentalism — where you “don’t need to be a hero to save the planet” — has seen his videos garner over nine million views in under four years. 

In this episode, we hear how Levi built his channel through his unique communication strategies and the balance he strikes between brand content and other pertinent issues. Levi acknowledges the responsibility he has to his audience as a self-proclaimed gateway drug to sustainability and talks about the measured way he handles sponsorship and content creation. We also touch on building trust, how Levi ensures he is not compromising himself for the sake of ad revenue, his privilege and the risks it has allowed him to take, and his evolving theory of change. Check out one of the below links for the full episode:

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Key Points From This Episode:

• The moment Levi realized that YouTube was a platform he could use to make a difference.
• Levi’s approach to creating content and how he engages with people outside the climate change conversation.
• How Levi stayed motivated to produce content before his first viral video.
• Levi’s theory of change and how it has evolved over the years.
• Why we need to move past the ‘all or nothing’ mindset when it comes to sustainability.
• The importance of communicating sustainability topics strategically.
• How curiosity and consistency help create trust with someone you have never met.
• The responsibility Levi feels when he introduces or endorses a brand to his audience.
• Getting a mining company as a video sponsor – Levi shares this interesting story.
• How Levi deals with negative comments and why he is excited about engaging in difficult conversations.
• Balancing channel performance with stories that need to be told: How Levi does it.
• Why Levi has chosen to not have a brand-only focused channel.
• Levi’s strategy for diversifying his income and not being reliant on ad revenue solely.
• Hear about the NPO, 1% for the Planet, and Levi’s involvement in the organization.
• Why Levi has decided to have his business climate certified and what this means.
• Benjamin weighs in on whether Levi should demonetize his channel or donate profits to environmental causes.
• The privileges that come with being a white, North American man and how they have allowed Levi to take risks.
• How Levi’s interest in being famous has changed over the past year.
• Building relationships and growing with an audience – why this excites Levi so much.
• A final message from Levi: Live with intention. 

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