Speaking Truth to Power and Cutting the Plastic Soup: In Conversation with Lucy von Sturmer

“If the ocean dies, we die. We need every person and every industry to make this issue theirs. If we don’t take action, everything is at stake.” – Lucy von Sturmer

As the founder of the global non-profit Creatives for Climate and CEO of impact consultancy The Humblebrag, Lucy von Sturmer is on a mission to mobilize storytellers, agencies, and strategists to drive real environmental action.

We caught up with Lucy to talk about holding powerful industries accountable, reshaping how we communicate the climate emergency, and why surfing in a “plastic soup” should be a wake-up call for everyone.

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Snapshot Profile

• Name: Lucy von Sturmer
• Role: Founder & Chairwoman at Creatives for Climate | CEO of The Humblebrag
• Specialism: Climate Communications, Anti-Greenwashing, & Movement Building
• Key Mission: Equipping creatives and agencies with the tools to use their skills for climate solutions

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The Interview

Why is conserving and protecting the oceans so critical to you?

Lucy: It comes down to a fundamental reality: if the ocean dies, we die.

The health of our ocean is directly tied to human survival. Protecting it isn’t an optional lifestyle choice; it’s a non-negotiable imperative for keeping our planet liveable.

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How are you using your work to drive better outcomes for the ocean and climate?

Lucy: I focus on speaking truth to power by supporting communicators, strategists, and creative professionals to drive genuine climate action through their daily work.

Through Creatives for Climate, we build a radical global network that equips storytellers with the tools, training, and courage to combat greenwashing, refuse work from fossil-fuel polluters, and direct creative talent toward real environmental solutions.

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What does the surfing industry specifically need to do to support ocean health?

Lucy: We need every single person and every industry to step up and make this issue theirs. If we don’t take action, literally everything is at stake.

From a practical perspective: have you ever tried surfing in plastic soup? It’s deeply depressing! The surf industry has a direct responsibility to stop contributing to that waste stream and use its massive cultural influence to demand immediate, systemic change.

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Lucy’s Recommended Community & Resources

Join the Movement

• Creatives for Climate (creativesforclimate.co): A global collective of change-makers, communicators, and activists radically collaborating to drive climate action and tackle greenwashing.

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Final Thought

Lucy: “Every creative mind holds immense cultural power. Stop lending your skills to businesses that harm the planet – bring your values to work, speak truth to power, and use your voice to protect our shared home.”