Who Cares Wins

Reasons For Optimism in Our Changing World

By: Lily Cole

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Paperback | 30 November 2021 | Edition Number 1

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A radical guide to thinking differently about the world and initiating change

Optimism demands action. Optimism is an active choice. Optimism is not naïve and it is not impossible.

We are living in an age of turmoil, destruction and uncertainty. Global warming has reached terrifying heights of severity, human expansion has caused the extinction of countless species, and Neoliberalism has led to a destructive divide in wealth and a polarisation of mainstream politics. But, there is a constructive way to meet this challenge, there is a reason to keep on fighting and there are plenty of reasons for optimism.

Lily Cole has met with some of the millions of people around the world who are working on solutions to our biggest challenges and committed to creating a more sustainable and peaceful future for humanity. Exploring issues from fast fashion to fast food and renewable energy to gender equality, and featuring interviews with Stella McCartney and Elon Musk, to activists Extinction Rebellion co-founder Dr Gail Bradbrook and Farhana Yamin, to offer a beacon of possibility in challenging times.

This book is a rousing call to action that will leave you feeling hopeful that we can make a difference. We are the ancestors of our future: a generation who will either be celebrated for its activism or blamed for its apathy. It is for us to choose optimism, to make a change and to show what is possible.

About the Author

Lily Cole is an environmental activist, model, actress and filmmaker. She holds an MA in history of art from the University of Cambridge, was an affiliate at The Berkman Klein Center for Internet & Society at Harvard University, and was awarded an honorary Doctor of Letters by the University of Glasgow, for her contribution to humanitarian and environmental causes through social businesses. Lily has spoken at Davos, Google's Zeitgeist conference and Wired. She regularly writes for media including the Guardian, Huffington Post, Vogue and Financial Times. Lily has directed multiple short documentaries. Lily was the Bronte Parsonage Museum's creative partner for 2018, for whom she made her first fiction film.

Industry Reviews

Too bad we can't clear up the environment as fast as Lily Cole can. She explains why we're in this mess and what we can do about it brilliantly
* Ruby Wax, author of How to Be Human *

A welcome and thorough overview of some of the many aspects of the crisis humanity is now facing alongside the visionary possibilities for change at our fingertips. If we don't act it isn't for lack of good ideas . . .
* Dr Gail Bradbrook, co-founder of Extinction Rebellion *

Lily's commitment to a better future for fashion is legendary, and her first-hand experience of an exploitative and unethical industry have made her involvement both more poignant and pertinent. How wonderful to absorb her thoughts and knowledge on everything else, from food to fuels, politics and biodynamic farming. This book is a great insight into her mind, and into our world
* Orsola de Castro, Creative Director of Fashion Revolution *

"Who cares wins" should be the mantra of every citizen around the world - every revolution has been made by people who cared. The sustainability or ethical movement is about "caring" - for the planet and for the people, and Lily is a shining example of a person who always deeply cares and whose mind never rests until there is a solution. There are people who have visions, and people who act on them. Lily does both and this book is a true testament to that.
* Livia Firth, Creative Director of Eco Age *

Lily Cole, through her personal experience, interviews with fascinating people and a critical insight to our planet's problems helps us understand the power of the individual and makes us fall in love with nature again. No more the relentless, morbid doom-mongering, Lily gives us so many reasons to be optimistic, and shows that we can all make a difference and together we can save our beautiful Earth
* Professor Mark Maslin, Professor of Earth System Science at UCL and author of The Human Planet *

Who Cares Wins is a literary submarine which allows you to descend into the deep depths of environmentalism to show you the truth with refreshing clarity and honesty. A deeply personal and yet universal call-to-action on one of the most profound subjects of our time
* Bella Lack, environmental campaigner *

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