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Reflecting on this year's Blue Earth Summit

The Blue Earth Summit 2024 emphasised the power of storytelling, connecting people to nature, and the critical role of partnerships in driving meaningful, systemic change.

This year, True was proud to send one of our team members, Alex, to the Blue Earth Summit as a representative of our commitment to sustainability. The Blue Earth Summit, held annually, brings together thought leaders, innovators, and changemakers to address some of the most pressing environmental issues facing the planet today. For True, this was an incredible opportunity to gain insights, foster collaboration, and deepen our commitment to making a positive impact on the world.


Alex attended the event with a clear mission: to connect with forward-thinking individuals and organisations while gathering insights on the latest trends and solutions in sustainability. As a company that values both action and accountability, True believes that engaging with the broader sustainability community is key to driving meaningful change.


Key Themes and Takeaways from the Summit


One of the most powerful themes throughout the summit was the importance of connecting people to nature. This theme came up in multiple discussions and was described as a critical motivator for action. The message was clear—people need to feel an emotional connection to the environment to be inspired to protect it. Nature isn’t just a backdrop for sustainability; it’s the heart of the solution. Without a deep connection to nature, the will to enact change diminishes.


A major highlight was the discussion around the role of storytelling in driving environmental impact. As Alex reported, storytelling is an incredibly powerful tool for change. It allows people to visualise and connect with the places, people, and ecosystems affected by environmental degradation. Storytelling brings the abstract notion of “saving the planet” into a tangible, emotional realm where individuals feel empowered to make a difference. It’s a strategy that resonates deeply with True, as we strive to communicate the stories of businesses and individuals committed to sustainability.


Another key takeaway from the summit was the idea that conservation doesn’t have a business plan, and business doesn’t have a conservation plan. This insight was a call to action for greater collaboration between the corporate world and environmental initiatives. There is a significant opportunity to redirect wealth and resources to conservation efforts, especially through corporate partnerships. Alex reported that this sentiment was echoed throughout the summit—the environmental challenges we face are too large for any one sector to tackle alone, and partnerships are essential to driving systemic change.


The Power of Nature


Perhaps the most striking moment came during discussions about carbon capture and climate action. While many are focused on creating technological solutions to remove carbon from the atmosphere, the summit emphasised the need to protect and restore nature’s own carbon capture systems—forests, oceans, and ecosystems. As one speaker powerfully put it, “We already have the biggest carbon capture machine; it’s called nature, and it’s 4 billion years old.” This point resonated with us at True, reinforcing our belief that nature must be central to any climate solution.


Even if we reach net-zero emissions, there’s still the challenge of excess carbon already in the atmosphere. Nature offers a critical solution to this problem, and protecting it must be prioritized.


Moving Forward with Purpose


The Blue Earth Summit was a reminder of the urgency and opportunity in the sustainability space. For True, sending a representative was about more than just attending—it was about learning, collaborating, and bringing back actionable insights that can influence our approach to sustainability. The themes of collaboration, storytelling, and connecting people to nature will continue to shape our work as we move forward, both within True and through our partnerships.


We are excited to take what we’ve learned and apply it to our ongoing efforts to make a positive impact on both the environment and society. The Blue Earth Summit has reinforced the belief that change is possible—when we act with purpose, collaborate, and tell the stories that matter.

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