Can I Plant British Trees?

In the early days of Ecologi, we planted trees worldwide.We thought we were providing a highly efficient, cost-effective solution to a global problem. 

By planting trees in places like Madagascar, where it cost just 20 or 30p per tree.

But we kept getting one request over and over: 

“But can I plant British trees?”

Why did people want to spend more money, up to £4 a tree, to plant trees they may never see but were somewhat closer to home? 

At first, we were baffled. Climate change is a global issue. Carbon sequestration happens wherever trees grow, and studies show that planting trees near the equator is particularly beneficial. What we learned was simple but impactful: 

Climate action is deeply emotional and local for many people, often outweighing pure scientific reasoning.

It became clear that many people need to see the results of their contributions closer to home, even if the science suggests otherwise. In a world where climate change feels like an amorphous global issue, investing in local nature and creating tangible, nearby benefits makes climate action feel more real and more achievable.

When we look at populism today, we see how powerful simple, emotional messaging can be, even when the solutions may seem impractical. Could we, as environmentalists and advocates of natural capital, do more to engage people emotionally, even if that means avoiding purely rational arguments? Is it time to take a leaf from the populist playbook?

Many people feel disconnected from climate activism. Movements like Just Stop Oil have alienated more people than they engage. While there’s undoubtedly a place for activism, we must recognise that not everyone connects with those methods. 

The bottom line is simple: People care about nature and the environment, but often in personal, emotional, and local ways. In simple terms, we need to meet people where they are. For example, we should share opportunities for making money while saving the environment, like green jobs, instead of continuing to yap about how we’re all doomed and fixing the climate crisis as a whole. 

If we can positively harness their emotional drivers, we can drive more signficant change.

Instead of expecting everyone to act based on global, abstract concepts, we should focus on what they care about—their local environments, their families, and their futures. By doing so, we can break down the barriers of disengagement and bring more people into the movement to restore and protect our planet.