45. From Problems to Possibilities: Dickon Bonvik-Stone on value-based communication and how it helped reframe the degrowth conversation

View the full show notes, including a summary of practical tips on the Amplifying Research website: https://www.amplifyingresearch.com/podcast/45-dickon-bonvik-stone

There's so much research that could genuinely make the world better — healthier communities, smarter policy, a more sustainable planet. And yet, when it comes to getting people to actually listen and act on that research, we often default to explaining harder or criticising current practices. Neither of which tend to work. Dickon Bonvik-Stone joins us to share how the NØKO team found success taking a radically different approach, and how we can use the AIM framework to bring hope to our own research communications.

Dickon is a strategic communications specialist focusing on climate and social change. He spent 15 years in marketing and digital media before retraining with advanced degrees in sustainability and social change — and committing to bridging the gap between marketing expertise and the social change space. He led the communications module of UNCC Learn's Becoming a Climate Champion learning pathway, distributed to more than 1 million youth climate advocates, and created the foundational climate communications e-learning course for the Creatives for Climate community — a network of more than 50,000 marketing and advertising professionals committed to using their skills for good. He also hosts the Communicating Climate Change podcast, where he interviews experts at the intersection of communication and climate action.

In this episode, Dickon unpacks how he and the NØKO team took a different approach to communicating about degrowth economics — leading with aspiration instead of argument — and sold out a major event that brought activists, economists, public servants, and business leaders into the same room. He walks us through the AIM framework (Audience, Intent, Message) and makes a compelling case for why the most important step in any communication effort is the one most people skip.

"If you lead with the things that the changes you're promoting can actually create in society, the opportunity that they provide, people are able to follow a lot more easily." — Dickon Bonvik-Stone

This episode is essential listening for anyone who wants their communications to actually shift behaviour, not just inform.

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Our conversation covers:

Why "more information" rarely leads to behaviour change — and what to do instead

The AIM framework: Audience, Intent, Message — and why message comes last

Building audience personas based on values and psychographics, not just demographics

Finding common values across very different audience segments