Tilt[ed.9, 2026]
In case you’re not in the climate bubble, it was Climate Action Week in Sydney last week! While the combo of Build a Ballot and Tilt work kept my attendance (sadly) pretty limited, the swirling conversations and content got me thinking - even more than usual - about what climate action looks like in 2026.
One recurring theme I hear pop up around these kinds of events is the need to make climate action easy. People are busy and have limited energy to care; we need to adjust our asks accordingly. It’s an idea that underpinned a lot of our early thinking with Project Planet too: make action easy enough and more people will do it.
Amidst the climate contemplations, I also ended up in a much less sexy conversation about pricing strategy. A friend who works in marketing was talking about the potential launch of a premium sub-brand, and how their current pricing structure created challenges for the story they were trying to tell.
While climate action - donating aside - doesn’t always have a monetary ‘price’, this conversation got me thinking about what we ask our supporters to pay: in time, effort and attention. And while I understand the urge to minimise this cost, someone is buying $510 Acne Studios t-shirts, everyone is running marathons and I spent a not insignificant number of hours reading about the Style-ish drama last week. As time and cash poor as we supposedly are, we still love doing expensive, time intensive and difficult things.
So, should easy be the default? Or, put another way: how should we price the climate action we’re trying to sell?