In this episode of The Sustainable Angler, host Rick Crawford sits down with Ali Wines, founder of Uncommon Ground Communications and former Executive Director of Protect Our Winters Canada, to explore the critical role of storytelling in sustainability and climate communications.

Ali shares her inspiring journey from practicing law to becoming a leading voice in climate action and communications. We discuss how authentic, transparent, and data-driven storytelling helps brands build trust, avoid greenwashing, and connect with a growing community of values-driven anglers and outdoor enthusiasts.

We also touch on emerging green marketing regulations in Canada, and how outdoor brands can leverage storytelling to align with customer values and drive meaningful change.

Whether you're a sustainability professional, marketer, or outdoor industry leader, this episode offers actionable insights on how to communicate your brand’s environmental impact with clarity and confidence.

🎧 Tune in to learn:

• Why storytelling is a powerful tool in sustainability communications
• How to avoid greenwashing with transparency and data
• What new greenwashing regulations in Canada mean for your brand
• Why outdoor brands must engage values-driven consumers

This episode is brought to you by: Emerger Strategies and A New Earth Project, the sustainability initiative of Atlantic Packaging.

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For more resources, or to learn how Emerger Strategies can help your brand turn sustainability into a competitive advantage by making it simple, strategic, and profitable, visit www.emergerstrategies.com.

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