Overcoming cultural skepticism to collective action

In this episode of Can Marketing Save the Planet, we talk stories! We’re joined by Matt Golding, Director at Antidote - filmmaker, storyteller and strategist. Matt’s career has taken him from making viral comedy films for global brands to an exploration of how stories shape culture and belief.

Starting out creating shareable content for the likes of eBay and Disney, Matt found himself sitting in boardrooms alongside major agencies, watching how big organisations operate from the inside. Simultaneously, he was becoming increasingly active in climate and social justice movements outside of work. The contrast was plain to see, as he explains, "It's not that the corporations were evil...but the system we're in drives people to operate in a certain way." That realisation led him to pivot his business in 2019 to focus on helping organisations doing genuinely positive work.

After two years working with Extinction Rebellion, Greenpeace, and others, Matt looked all his experience and saw the issue, "We're just telling people off with jokes. The messaging is, what do we not do, what do we cut down on. It felt like we were missing a huge piece of the puzzle: what are we aiming for?" This led to the creation of Antidote which is an experiment in changing how we tell stories to help us all believe that collective action can change the world (and head’s up, it really can!).

Antidote's approach is a shift from problem-focused narratives to solution-oriented storytelling that triggers belief, and not just temporary relief. Matt and his team share stories of collective action that is already happening, stories of ordinary people achieving extraordinary things in communities across the UK. From 8,000 people crowdfunding an organic farm in Shropshire, to a Bristol estate that built the UK's biggest community-owned wind turbine - stories that offer and amplify genuine participation. "Every story we share is exemplified by a person that is like you...that has something you can do to participate in, build, share, amplify that thing." People need to be part of the solution and as Matt is showing through his work, they are and, it works.

When it comes to Marketers, Matt challenges us to look critically at the narrative structures we've inherited. The hero's journey, he argues, is not a helpful foundation for a culture. Instead, he advocates for stories built on unifying themes, emotional connection first, and a positive vision that people can actually see themselves in.

This episode is a brilliant masterclass and a conversation we just wanted to keep going. (And we will!).

Tune in as we talk to Matt about:

• Why telling people what not to do isn't working

• Why we need to paint a compelling picture of the world we're trying to create.

• The difference between "belief" and "relief"

• Why positive stories that offer no pathway to participation can leave us feeling more powerless.

• How communities across the UK are already solving seemingly intractable problems by coming together around shared interests.

• The limitations of the hero's journey as a storytelling framework, and what we might replace it with.

• Practical advice for marketers on approaching things with humility, showing, not telling, and letting the people already doing the work speak for themselves.

For more, we’ve shared the links we discuss:

Podcast: SCREW THIS, LET’S TRY SOMETHING ELSE:

Apple: https://podcasts.apple.com/gb/podcast/screw-this-lets-try-something-else/id1863391095

Spotify: https://open.spotify.com/show/5Bornsbddwi4xZYQLoAm6b?si=d500b7fbf3924eb6

ANTIDOTE project website: https://www.antidotelive.studio/

ANTIDOTE Instagram: https://www.instagram.com/antidotelive

ANTIDOTE TikTok: https://www.tiktok.com/@antidote_live

ANTIDOTE Substack: https://mattgolding.substack.com/

Linkedin: https://www.linkedin.com/in/mattgolding/

Rubber Republic: Impact studio: https://www.rubberrepublic.com/

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