More than ever before, people understand that climate change and biodiversity loss threaten the places, people, and things we love. And they care – deeply. But change isn’t happening at the speed and scale required, leading to feelings of powerlessness and despair. Wider systemic changes seem too slow, and our individual contributions feel too insignificant. And yet, things are shifting, because our individual contributions do matter. How can we rapidly increase the number of people closing the gap between caring and acting so those shifts accelerate?

The Climate Changemaker Playbook is a collection of strategies and tactics for how to move people from caring, which so many do, to acting. With a foreword by Christiana Figueres and case studies of five leading social entrepreneurs who have been activating others around the world, this playbook is for anyone who has wondered, how do I get the people around me to act?

This is a collaboration between Ashoka and the Skoll Centre for Social Entrepreneurship at Oxford University’s Said Business School.

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Communicating about climate change in a way that resonates with individuals’ specific situations increases their internal motivation to do something about it. This builds a sense of agency and helps people to initiate action.

A network of relational support offers energy, expertise, and community. Individuals can draw on this support to overcome the inevitable stumbling blocks that arise.

Existing structures and systems create constraints that limit individuals’ ability to contribute effectively. Realigning incentives empowers more individuals to contribute to climate action and fosters a just transition.

“This playbook is about extending the invitation for shaping our shared future. It’s a set of tools that will help you bring ever more people into this moment of global transformation, so that every job can become a green job, so that every political party stands for climate action, so that every community can become regenerative.”

Christiana Figueres
Former Executive Secretary of the United Nations Framework Convention on Climate Change (UNFCCC)
Christiana figueres



Planet & Climate Advisor and Ashoka Fellow, Ashoka - Visiting Fellow, Skoll Centre for Social Entrepreneurship

Pip works on climate change, both locally in Te-Whanganui-a-Tara (Wellington), Aotearoa New Zealand, and globally. Her work is informed by systems theory and a fierce sense of justice.


Academic Director, Skoll Centre for Social Entrepreneurship. Professor of Organisations and Impact, Saïd Business School, University of Oxford

Marya leads the Skoll Centre’s work to bridge theory and practice, and equip entrepreneurial leaders to catalyse social impact within and beyond business. Her research focuses on leadership, social innovation, and systems change. She teaches and advises leaders worldwide on how to manage competing strategic priorities for positive financial and social impact.


Senior Manager for Research and Insights, Skoll Centre for Social Entrepreneurship

Jessica leads the Skoll Centre’s research portfolio, which brings together academic research and expertise from social impact practitioners globally, to develop insights and best practices to catalyse social impact.


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