Engaging 100 million people in climate action with Count Us In, Ep #103

Invested In Climate

Happy New Year everyone. It's 2025, and we know this year will be tricky in more ways than we can even imagine. I hope our podcast helps you stay inspired and think big throughout the year.

Having gotten to talk to hundreds of climate tech founders, funders, advocates, and corporate sustainability leaders in recent years, I’ve been inspired by the amazing energy, innovation, and tenacity of climate champions worldwide. I’ve said it before and will say it again, I believe climate is now the biggest movement in human history. Millions of people wake up every day and work to protect the planet in one way or another, and there’s never been a more impactful time to be alive.

And yet, despite the investment and progress we’ve seen, we’re not on track to avoid devastating climate impacts.

That’s why I’ve personally shifted my attention to culture change. We simply need new ways to recruit people to take action and leverage the power they have to make climate a real and unwavering priority of policymakers, industry, and communities.

So I’m thrilled to kick off this year with an interview with Eric Levine, co-founder of one of the world’s most successful climate engagement organizations. Count Us In has reached hundreds of millions of people by integrating climate calls to action in what they love – entertainment and culture. In this conversation, we discuss Eric’s background, the behavioral science behind their approach, and how they’re reaching people through music, sports, fashion, film, TV, social media, and more.

Maybe you don’t consider culture and storytelling to be an exciting climate technology, but paradigms and mindsets are foundational to systemic change. They influence everything – how we think, what we prioritize, fund, and want. So give this episode a listen with an open mind and enjoy. Here we go.

In today’s episode, we cover:

• [03:55] Eric’s background & how he got involved in climate work
• [05:00] Eric’s interest in civic engagement & empowering young people
• [10:00] The founding of Count Us In & its goals
• [15:00] Count Us In's strategy of integrating climate action into popular culture
• [20:00] The parallels Count Us In has studied from other social norm shifts
• [25:00] Examples of Count Us In's work engaging football/soccer fans in the UK & Brazil
• [30:00] Count Us In's approach to determining & promoting climate actions
• [35:00] The difference between environmental policy support & prioritization
• [40:00] What’s next for Count Us In

Resources Mentioned

• Count Us In

Connect with Eric Levine

• Connect with Eric on LinkedIn

Connect with Jason Rissman

• On LinkedIn
• On Twitter

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