The Girls Are Fighting | June Newsletter

June 10, 2025

Hi !

The way climate conversations unfold in 2025 is changing—fast. To drive change and inspire agency you need to understand where influence happens and how to engage in culture.

At Conspirators, we have a PhD in swiping the internet and here’s what we can’t stop talking about this month: Must-See Content, Creator Real Talk, and Need-to-Reads.

Must-See-Content 📺

We can’t stop watching & sharing:

1) Molly Baz

This chef recently lost her home to extreme weather, and she’s holding Big Oil accountable without taking off her apron.

2) Saint Hoax

Emergency Alert: The girls are fighting. 🚨 And social media is here for every minute of the Elon + Trump break-up.

3) Liz Minnella

The internet attended Jaz’s wedding, but the real hot take is how her guest list is the key to unlocking a democratic future in the US.

Creator Real Talk 🎤

Meet Jaya Adapa, policy wonk by day and true crime enthusiast by night, and likely the person who made your favorite YouTube climate content possible. We sat down with her to get the scoop on what the world is clicking on and how it impacts our lives.

Q: Why did you start working with creators (and why are you still doing it)?

I joined YouTube in 2015 and immediately recognized creators were a valuable, and often misunderstood, part of the YouTube ecosystem. I remember learning at that time there were roughly 200,000 people making their primary income posting on YouTube! I quickly realized creators are not hobbyists, but small business owners rapidly removing the barriers of traditional media. Creators have made information more available and inclusive to audiences that previously might have been left out of the conversation.

Q: How do you see climate showing up in culture right now?

From everyday voices to NASA, I think content creators have done a good job organically demystifying climate and normalizing behaviors that help us live more sustainable lives from the kitchen to the runway. That said, culture is always moving and whoever controls the news cycle controls the conversation, so right now this means climate has taken a backseat to other issues. Content creators may have slowed down on climate storytelling, but with inspiration and support, they can kickstart the cultural momentum we need.

Q: What is the one thing you wish everyone knew about working with creators?

If being a creator was easy, everyone would have 1M followers. It’s hard work, and takes discipline, rigor, creativity, thought, and research. Creators make it look easy, because that’s their job, but it isn’t easy at all.

Q: Anything else?

Telling creators what to say no longer benefits anyone. The transactional approach is outdated and broken. The time has come for a holistic creator strategy for climate – one that is rooted in long-term partnerships and narrative change where creators are true partners instead of marketing tools.

Need-to-Reads ☕

1) LinkedIn, The Surprising Powerhouse for Climate Content

LinkedIn hasn’t always been the go-to spot for creativity or inspiration, but that’s changing. As executives, analysts, and operators begin showing up as creators, the platform has evolved from a digital résumé to a place where purpose meets profession. For climate, this opens up a powerful opportunity to partner with creators who can amplify stories of clean energy jobs, cost-saving innovations, and the bottom-line benefits of climate action.

2) Meet Your Audience Where They Are: The Fourth Space

“Fourth Spaces” are where online reach meets real-life resonance. Eventbrite reports 95% of Gen Z crave experiences that bring digital culture to the real world, and 79% seek events that blend multiple passions into one moment. Gone are the days of single-issue identity. Today folks live at the intersection: music x sustainability, wellness x policy, which means climate can show up in the unexpected overlap and engage creators who blur IRL lines.

3) Studio Quality Sitcoms Coming Soon From Creators

The line between web-native content and prime-time prestige is fading fast. Creators are now hiring full production teams, writing serialized characters, and producing episodes that rival traditional TV just in shorter, binge-friendly formats. For climate, this signals a new frontier to champion creators who can sneak in environment and sustainability narratives with the same polish, rhythm, and binge-worthy quality of Hollywood.

Staying ahead means staying informed.

Let us know if you want to explore how these insights apply to your work (or if there’s anything on your radar that’s not on ours 👀).

Marilla + Louis

(your co-conspirators in shifting the climate narrative 🌱)