Amplifying Research

45. From Problems to Possibilities: Dickon Bonvik-Stone on value-based communication and how it helped reframe the degrowth conversation

23 Mar 2026

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There's so much research that could genuinely make the world better — healthier communities, smarter policy, a more sustainable planet. And yet, when it comes to getting people to actually listen and act on that research, we often default to explaining harder or criticising current practices. Neither of which tend to work. Dickon Bonvik-Stone joins us to share how the NØKO team found success taking a radically different approach, and how we can use the AIM framework to bring hope to our own research communications. Dickon is a strategic communications specialist focusing on climate and social change. He spent 15 years in marketing and digital media before retraining with advanced degrees in sustainability and social change — and committing to bridging the gap between marketing expertise and the social change space. He led the communications module of UNCC Learn's Becoming a Climate Champion learning pathway, distributed to more than 1 million youth climate advocates, and created the foundational climate communications e-learning course for the Creatives for Climate community — a network of more than 50,000 marketing and advertising professionals committed to using their skills for good. He also hosts the Communicating Climate Change podcast, where he interviews experts at the intersection of communication and climate action. In this episode, Dickon unpacks how he and the NØKO team took a different approach to communicating about degrowth economics — leading with aspiration instead of argument — and sold out a major event that brought activists, economists, public servants, and business leaders into the same room. He walks us through the AIM framework (Audience, Intent, Message) and makes a compelling case for why the most important step in any communication effort is the one most people skip. "If you lead with the things that the changes you're promoting can actually create in society, the opportunity that they provide, people are able to follow a lot more easily." — Dickon Bonvik-Stone This episode is essential listening for anyone who wants their communications to actually shift behaviour, not just inform. --- Our conversation covers: Why "more information" rarely leads to behaviour change — and what to do instead The AIM framework: Audience, Intent, Message — and why message comes last Building audience personas based on values and psychographics, not just demographics Finding common values across very different audience segments How the NØKO team attracted activists, economists, public servants, and business leaders to the same event Hope-based communications: shifting from what you're against to what you're for Why "Degrowth. It's not what you think." is a masterclass in what not to do Show, don't tell — using aspirational imagery and video to set the tone before a single slide is shown The tension between domain experts wanting technical accuracy and communicators pushing for clarity Testing messages instead of guessing — and building internal support for doing so Why working with communicators and creatives is an investment, not a luxury --- Find Dickon online: LinkedIn — https://www.linkedin.com/in/dickonbonvikstone/ Communicating Climate Change podcast — https://communicatingclimatechange.com --- Things mentioned: Dickon’s LinkedIn post that inspired this episode NØKO Hope-based communications with Thomas Coombes (Communicating Climate Change episode) Switch: How to Change Things When Change Is Hard — Chip and Dan Heath Don't Think of an Elephant — George Lakoff Less Is More: How Degrowth Will Save the World — Jason Hickel Houston, We Have a Narrative — Randy Olson The Psychology of Collective Climate Action Climate Visuals (Climate Outreach) Episode 12: Dr Mark Boulet on behaviour change Episode 24: Dr Jennifer Beckett and Dr Eloise Faichney on boosting engagement with marketing know-how Episode 32: Brendon Bosworth on finding the right training approach for your team Episode 35: Professor John C. Besley on strategic science communication

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13:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

01 Jan 1970

Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

01 Jan 1970

El Partidazo de COPE

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Amplifying Research

45. From Problems to Possibilities: Dickon Bonvik-Stone on value-based communication and how it helped reframe the degrowth conversation

This episode hasn't been transcribed yet

Other recent transcribed episodes

13:00H | 21 DIC 2025 | Fin de Semana

10:00H | 21 DIC 2025 | Fin de Semana

12:00H | 20 DIC 2025 | Fin de Semana

2ª PARTE | 06 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 22 ENE 2026 | EL PARTIDAZO DE COPE

3ª PARTE | 04 MAR 2026 | EL PARTIDAZO DE COPE

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