Rob's two most recent books, From What Is to What If and How to Fall in Love with the Future, have made him one of the most distinctive voices in the climate space, not for telling people how bad things are, but for insisting that giving people something to long for is the most radical thing any of us can do.  In this episode, we cover: Why cynicism isn't clever, it's just lazy! It feels like intelligence because it's always proved right; you can forever find reasons to despair. But Rob argues it's a self-reinforcing spiral that actively prevents the kind of action that might change things, and that hopelessness isn't a breeding ground for good things.  "Hoping to" versus "hoping that" —passive hope (hoping that something will happen) is very different from active, grounded hope.  The cultivation of longing at scale is the biggest task of the climate movement, and the people who know how to cultivate desire aren't scientists, they're artists, poets, and the people who work in advertising.   The internet as a war on attention, and what that means for green communicators   What emerges from this conversation is both a provocation and an invitation. The future as we currently envision it is dark and scary and we need to create a sense of longing or what Rob calls “memories of the future” for a more positive outcome to give people something to move towards rather than run away from.  More from Rob Website: https://www.robhopkins.net/ Podcast: https://www.robhopkins.net/podcast/ Facebook: https://www.facebook.com/yoodooright1968 Resources mentioned:  From What Is to What If by Rob Hopkins  How to Fall in Love with the Future by Rob Hopkins  The Nutmeg's Curse: Parables for a Planet in Crisis by Amitav Ghosh   2040 — documentary by Damon Gameau, described as "an experiment in evidence-based dreaming"  Hurry Slowly podcast hosted by Jocelyn K. Glei  Screw This… Let's Try Something Else podcast hosted by Maryam Pasha and Matt Golding  Purpose Disruptors — a network of advertising insiders working to transform the industry to tackle climate change  Muslim Futures NK Tegelwippen — the Dutch national tile-flipping competition  More from KatieGreen, Not Greenwashed: Get the clarity and confidence you need to talk about your eco-efforts without the fear of greenwashing.Follow Katie on Instagram @katietreggiden.1More from MalinGreenwashing 101: Green or Greenwashed? Essential insights for sales and marketing professionals to make sense of sustainability and avoid falling into greenwashing's trap.Follow Malin on LinkedIn @malin-cunninghamPS Looking for Brackish? That has a new home at https://brackishbykatietreggiden.substack.com/t/podcast