For this episode, I spoke with Jordan Wright, a strategic communicator, creative campaigner, and storytelling force behind POW Europe (Protect Our Winters). Jordan is based in West Wales - yes, the land of rocky coastlines, cold surf, and long, rainy winters - and she joined me to talk about the path from brand designer to climate campaigner, what it's like to organize across 10+ European teams, and how storytelling can move people to action.

We talk about:

• The aha moment that moved her from graphic design into the climate space

• The unique structure of POW Europe and why localized campaigns matter

• Why climate storytelling needs to balance urgency with hope—and fear with action

• Messaging strategies that cut through the noise (hint: “you should do this” doesn’t land)

• Her take on circular design as a favorite climate solution, with a shoutout to UK brand Finisterre

Plus: how growing up surfing in Wales, volunteering with Surfers Against Sewage, and witnessing climate impacts firsthand in British Columbia all shaped the work she’s doing today.

This one’s full of insight for anyone trying to communicate climate clearly, organize across borders, or just figure out how to plug in with imperfection and purpose.

Links:

• Jordan’s Linkedin

• Protect Our Winters Europe

• International Year of Glacier Preservation

• POW x Icebreaker’s “Downstream” film on glacier retreat

• POW Austria’s Glacier Funeral

• Sesame Street Water Conservation Cartoon PSA

• Surfers Against Sewage

• The DO Lectures

• Finisterre’s circular wetsuit program

Keywords
climate change, environmental storytelling, outdoor recreation, nature connection, strategic communications, POW Europe, climate advocacy, surfing, circular design, imperfect advocacy, climate campaigns, athlete activism, glacier preservation, low-carbon travel, climate messaging, European climate movement, sustainability, community engagement, climate resilience, environmental activism, storytelling strategies, climate policy, brand strategy, creative campaigning