Communicating Earth podcast

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What does it take to make the world care about a fish?

In this episode of Communicating Earth, Nathaniel speaks with Gemma Parkes—Head of Communications at the Nature Positive Initiative—about storytelling as a tool for system change. From global coalitions to Paris Metro ads, Gemma has spent her career translating complex environmental crises into narratives that move power: policymakers, businesses, and the public.

At the heart of the conversation is a deceptively simple idea: communications isn’t broadcasting—it’s participation. Gemma unpacks how campaigns like the Atlantic bluefin tuna recovery succeeded not through a single message, but through a coordinated “ecosystem” of stories—science, culture, industry, and identity—all working together.

She also explores the limits of awareness: why people can care deeply but still fail to act, how misinformation reshapes the playing field, and why the future of climate communication is collaborative, interactive, and strategically targeted.

This is a conversation about moving beyond noise—toward narratives that actually shift decisions, behaviours, and outcomes.

Recommended book: The Book of Hope by Jane Goodall

Follow Gemma Parkes at https://www.linkedin.com/in/gemmaparkes/

Additional notes:

Nature Positive: https://www.naturepositive.org/

Nature Positive book: https://www.naturepositive.org/book/

Nature Positive film: https://www.naturepositive.org/film/

Kyoto: https://en.wikipedia.org/wiki/Kyoto_(play)

Nathaniel’s reference to the book on history of fishing - W. Jeffrey Bolster, Mortal Sea: Fishing the Atlantic in the Age of Sail

Released: 15 April 2026

Run time: 49m

Listen on: Spotify | Apple Podcasts | YouTube