This episode features a conversation with Florencia Lujani, Strategy Director at ACT Climate Labs. It was recorded in November 2023.

With over 15 years’ experience working at a slew of top creative agencies, Florencia is an expert in brand strategy, creative planning and ideation, as well as in consumer and cultural insights.

She has developed strategies and creative campaigns for globally recognised brands and non-profits like YouTube, Friends of the Earth, KitKat, Greenpeace, Chelsea football club, O2, the Olympic Games, and many more.

In her role at ACT Climate Labs, Florencia now supports climate organisations reach a new audience called “The Persuadables,” who are considered key to increasing public support for climate action.

Amongst other things, Florencia and I discussed the latest research conducted to better understand the persuadables, the ways that information we’re exposed to shapes our perceptions of the world, and lessons that those working in the climate space could learn from marketing and advertising.

Additional links:

Visit the ACT Climate Labs website

Access the latest Persuadables research here

Read more about the Persuadables here