Sam Bentley Wants to Share Your Good Environmental News
Social media has become a staple of communicating, sharing news, and learning, and for changemakers such as Sam Bentley, social media has become a tool to promote hope. Sam Bentley, founder of social media publisher and breaking news source for youngster UNILAD, has grown a tremendous following on social media for his quick-witted, informative, and overall optimistic approach to sustainable news. Sam works with companies that align with his values, and given that his videos receive millions of views, there's no wonder they're eager to work with him. He is paving the way for what it means to be an empathetic eco-influencer, and we are so glad he took the time to speak with us today!
1.) How did you come into the sustainability space?
Did you always see content creation as part of your journey?
I've worked in creating content for social media now for over a decade! In that time, I've found success by examining what types of videos get shared, digested, and go viral.
I've always believed in using social media to help create positive change. Over the last ten years, I've used my knowledge of social media to produce short-form videos around several meaningful topics, reaching 100s of millions of people in the process. From raising awareness about animal rights issues to creating content with suicide prevention charities, I've always seen social media as a mechanism for good.
After watching the documentary, 'Before the Flood' (2016), I realized video content is an excellent way to shine a light on environmental solutions. In addition, my social media skills were valuable in illuminating the great work people do to save our planet. Doing so allowed me to contribute to the climate community, actively fighting for a sustainable and healthy future for everyone!
2.) You've achieved tremendous success with the co-founding of purpose-driven media such as UNILAD. What is the advantage of publishing environmental stories through social media?
Not everyone has the time to sit down for an hour to learn about environmental solutions, which is why social media can be a very accessible form of learning. Further, social media shines a light on initiatives that are helping to create a better planet and is a tool to tell stories in an easy-to-consume format.
Obviously, with short-form content, you can't add all the various details or nuances to a particular conversation or topic, especially when you're working with a 60 - 90 second time frame, so you're trading accessibility for nuance in some instances. That said, short-form content is a vital stepping stone in helping to spark an interest in a particular topic in a viewer's mind and inspire them to explore and learn more. Currently, we have all the science and data on one side and most of the population on the other. So, we need as many people as possible helping to translate and bridge the gap.
3.) What are "must-dos" to consider when striving to live more sustainably?
Everyone is in different circumstances, so one of the first things is working out what is reasonable and achievable for you.
Suppose you're trying to live a more sustainable lifestyle where you don't contribute to plastic waste, only use public transport, and eat a plant-rich diet, and you try and do that all at once. In that case, there's a high likelihood it will be overwhelming, you'll fail, and you'll lose motivation. So be kind and fair to yourself and set realistic targets.
The second thing is to find a sustainable habit that brings joy to your life. For example, introducing walking or cycling into your commutes will help you feel more energized and improve your mental and physical health. In addition, joining a local environmental organization could bring friendships, community, and support into your life. If you can see or feel the tangible benefits, you will likely stay committed to something.
Lastly, remember that you are part of a collective that can inspire local action and pressure political leaders to introduce more sustainable policies and prioritize our natural world; you aren't in this fight alone.
4.) What excites you most about the work that you do? What do you want to achieve in 2023?
It can feel quite isolating working on social media. When you're putting out content, it can feel like you're just throwing out this thing you've spent hours and hours on into the digital ether, so receiving lovely comments and messages about my videos makes me feel like my work is of value.
This year I want to collaborate with more individuals and organizations. For my mental health, I want to participate in more in-person events, feel like I'm part of a collective, and get a sense of community.
Even though I'm known for short-form videos, I will launch my longer-form content this year. I would love to work with a production company on creating a show all around positive, accessible solutions. So, if anyone reading is looking for someone to host a show like that, find me on Instagram @sambentley.
5.) At EMA, we strive to bridge the gap between science and communication. What benefit do you see that storytelling can bring to the movement?
Every week I research people doing extraordinary things worldwide. But, sadly, the amplification of these stories is lacking. People need guidance and advice on how best to tell their stories, and that's where I hope to help. Something as simple as having a video library showcasing your work and key talking points can allow creators like me to craft a video.
Positive changes happen daily; we don't know about them, so the art of storytelling can help bring those initiatives to life on social media and inspire more positive change around the globe.
For those tired of looking at their phone all day, check out Sam's new book, "Good News, Planet Earth," now available for pre-order!
Written by Demitri Fierro, ISSP-SEA (MBA Candidate in Sustainable Management)