There will also be people who simply don’t care about climate change or carbon footprint. They prefer to maintain the status quo and disregard the urgency of the issue. It can be disheartening, but it reinforces the importance of education and raising awareness to inspire change.
As a part of our series about “Big Ideas That Might Change The World In The Next Few Years” we had the pleasure of interviewing Michelle Li.
Purported for making sustainability the new norm, Michelle founded Clever Carbon to help teach people about carbon footprint in a hip, fun and relatable way because what gets measured gets changed. She’s a TEDx at South by Southwest and COP27 speaker on the topic of carbon literacy, and is a United Nations content contributor. Michelle believes that carbon literate society will accelerate solutions and actions at the speed and scale required for a thriving planet. Michelle is also the founder of Women & Climate, a non-profit organization that inspires climate action by creating a joyful and safe space for more women to learn and talk about climate. So welcome Michelle. Thank you so much for doing this with us.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you please tell us a story about what brought you to this specific career path?
Sure, I’d be happy to share a personal story about what led me to my specific career path. When I lived in San Francisco for seven years, I started becoming more conscious of my actions and their environmental impact. It seemed like common sense to me to avoid unnecessary waste and reduce my carbon footprint. So, in 2017, I began using a reusable coffee mug and carrying reusable bags to minimize plastic waste. I didn’t want to contribute to the landfill and felt a sense of responsibility for the planet.
However, it wasn’t until I moved to London that my perspective truly shifted. Living in Europe exposed me to a culture that prioritized sustainability on a larger scale. The robust public transportation system encouraged people to use trains, subways, and bikes instead of relying heavily on cars. I was amazed at how interconnected and accessible different European cities were by train, even for relatively short distances. It made me realize the potential for more sustainable travel options.
Moreover, while shopping in London, I discovered convenience stores that offered compostable feminine hygiene products made from organic cotton. This contrasted with my experiences in the US, where such products are often wrapped in excessive plastic packaging. Seeing the advancements in sustainability practices in Europe, especially regarding everyday items, inspired me to delve deeper into the subject and share my knowledge with others.
That’s when I focused on understanding and educating others about carbon footprint. I firmly believe that measuring our impact is the first step towards making positive changes. By helping people comprehend the consequences of their actions, I hope to empower them to make more informed choices and contribute to a more sustainable future.
Can you please share with us the most interesting story that happened to you since you began your career?
Certainly! One story that stands out and played a role in bringing me to my specific career path is quite unexpected. I was watching a reality TV show on Netflix, and one of the participants demonstrated a genuine passion for climate issues. Intrigued by their perspective, I stumbled upon their LinkedIn profile and decided to reach out. I sent a message and even tagged them in a few posts to catch their attention.
To my surprise, they responded positively and invited me to meet them for coffee in person. I was thrilled to have the opportunity to discuss climate-related topics with someone so invested in the cause. Our conversation was enlightening and inspiring. It fueled my passion even further and solidified my determination to make a difference in the field of sustainability.
This seemingly serendipitous encounter reminded me of the power of connections and the impact that individuals can have on shaping our career paths. It was a unique and exciting experience that reaffirmed my commitment to working towards a more sustainable future.
Which principles or philosophies have guided your life? Your career?
For me, my motto is hard work always pays off. I don’t ever expect things to land in my lap. But I do expect that if I work hard for something, I will get the outcome that I’m looking for. I guess that is one way that you could speak but, I believe in really putting the hard work in to produce good quality work, to spend time and make connections, and get the message out there whether it’s just doing pro bono work or doing presentations. For me, hard work is really a core value of mine.
Ok thank you for that. Let’s now move to the main focus of our interview. Can you tell us about your “Big Idea That Might Change The World”? How do you think this will change the world?
If we envision a world where we have a carbon literate society, it would be similar to the way we transformed our diet and lifestyle through nutritional information and awareness. Prior to understanding the impact of our carbon footprint, we were consuming without much thought or care for the environment. We were driving large cars, using single-use plastics, and consuming energy without consideration of its origin.
However, with the advent of carbon literacy, we would have a more comprehensive understanding of the environmental impact of our actions. We would know how much carbon emissions are produced by driving a certain car, the impact of single-use plastics on the environment, and the consequences of using non-renewable energy. This knowledge would allow us to make more informed decisions and be conscious of our carbon footprint.
In the same way that nutritional information changed our lifestyle, carbon literacy would result in a transformation in the way we live. We would switch to electric cars, use more sustainable products, and reduce our energy consumption. This would result in a significant reduction in carbon emissions, slowing down the pace of climate change and preserving our planet for future generations.
In summary, having a carbon literate society would bring about a transformative change in the way we live. We would be more aware of our carbon footprint and make choices that are sustainable for the environment. This would have a significant impact on our planet and ensure a better future for all.
Keeping “Black Mirror” and the “Law of Unintended Consequences” in mind, can you see any potential drawbacks about this idea that people should think more deeply about? Was there a “tipping point” that led you to this idea? Can you tell us that story?
The tipping point for realizing the transformative potential of a carbon literate society came during the COVID pandemic when observing the amount of waste generated at a nearby park. This led to questions about the impact of single-use items on the environment, prompting research into carbon footprint. However, understanding the concept was challenging due to convoluted articles until the discovery of carbon labels for products. This sparked a desire to educate the public on the importance of understanding carbon footprint and making informed decisions to reduce their environmental impact.
What do you need to lead this idea to widespread adoption?
It would be nice if people understood that biodegradable as a term is very misleading because items that are biodegradable versus compostable are different from one another. You need a certain soil temperature in order for it to work. Most places where you throw things out, don’t ever reach that temperature. So, it makes consumers feel better but single use is still single use. Thinking in these terms if we are to save our planet is viable.
What are your “5 Things I Wish Someone Told Me Before I Started” and why.
- There will always be naysayers and skeptics who don’t believe in the concept of carbon footprint. I often encounter questions about the origins of the term and allegations that oil and gas companies created it to shift blame onto consumers. It’s important to be prepared for such challenges and stay focused on the positive impact we can make.
- There will also be people who simply don’t care about climate change or carbon footprint. They prefer to maintain the status quo and disregard the urgency of the issue. It can be disheartening, but it reinforces the importance of education and raising awareness to inspire change.
- Even within the climate community, there will be individuals who may not support the work I do or have differing opinions on strategies. Some may advocate for top-down policy changes without altering personal behaviors. I believe a multi-pronged approach is necessary, combining top-down policy changes with grassroots efforts for lasting impact.
- Surprisingly, I have discovered unexpected allies along the way. Some individuals with extensive knowledge in the carbon space have shown great interest in the engaging and enjoyable cognitive work we do. It’s heartening to see how these individuals embrace and support our efforts, lending their expertise and contributing to our cause.
- One thing nobody told me was that once I embarked on this journey, I would never want to go back. Initially, I left the corporate world with the thought of potentially returning after a year or two. However, I have found immense fulfillment as an entrepreneur. I relish the freedom to express my thoughts, contribute genuinely, and make a meaningful impact in this field.
These insights would have been valuable to know beforehand, but experiencing them firsthand has shaped my understanding and determination to continue making a difference in the world.
Can you share with our readers what you think are the most important “success habits” or “success mindsets”?
I think it’s really important to prioritize where you spend your time as an entrepreneur, especially when there is an unfinished bubble list of things that you can do. But really making sure that you do the things that have the biggest impact for the amount of time you spend on them is important. Very consistent with my values is hard work. I work a lot. I work weekends. I work evenings, but this is what it takes to be an entrepreneur to work to achieve great things. I think everyone should be ready to roll up their sleeves and whether it’s writing a blog post to walking your mail to the mail post for an editor, everything you need to get in and just do it. Yeah, I think those are the two things that I would say.
Some very well known VCs read this column. If you had 60 seconds to make a pitch to a VC, what would you say? He or she might just see this if we tag them 🙂
Tag Greta Thunberg, perhaps we can join forces. 😉
How can our readers follow you on social media?
I am @clevermimili all the way!
Thank you so much for joining us. This was very inspirational.
Carbon Literate Society: Michelle Li’s Big Idea That Might Change The World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.