Denise Baden is an author and professor of sustainable practice at the University of Southampton. She is passionate about stepping out of the ivory tower to reach new audiences. She has carved out a distinctive niche marrying entertainment and education and speaks regularly on topics relating to writing and sustainability.
Denise is known for exploring innovative ways to maximise engagement and impact from research, including fiction, theatre, stand-up comedy, musicals and working with disparate groups who are in a position to engage broader audiences in climate solutions. For example, Denise won the ESRC Outstanding Impact Prize in 2018 for her work embedding sustainability across the hair sector, see www.ecohairandbeauty.com.
She has researched widely in fields as disparate as news, constructive journalism, business ethics education and storytelling. A key finding is that presenting solutions is more effective at inspiring green behaviour than problem- based approach. As a result, Denise set up the Green Stories Writing Project in 2018 which encourages writers to embed green solutions in their stories see www.greenstories.org.uk. Green Stories have run 20 free competitions so far, which have resulted in several publications. She was on the expert panel for the Global Action Plan, Flickers of the Future Project with Richard Curtis CBE, and in 2023 ran the #ClimateCharacters project with Bafta. Denise is listed on the Forbes list of Climate Leaders Changing the Film and TV industry.
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Storytelling for sustainability
George Orwell claimed all writers want to change the world. Writing for a cause can be inspirational and have huge impact. Done badly, it can come across as preachy and dull. I draw on my research into how readers respond to stories to highlight some common mistakes writers make when they use fiction to promote a specific agenda. I also draw upon my background in psychology and theories of behaviour change to suggest more subtle means of promoting a green agenda through storytelling, such as the use of positive role models, ‘norming’ and humour.
Culture and climate
When we talk about climate action, the focus tends to be on technology and government policies. However, it is culture that sets the norms and aspirations of the population and shows us which behaviours are acceptable, which are problematic and what we should aspire to. I draw upon my research and my work with Bafta and the #ClimateCharacters project to showcase the power of fictional characters in cultural norms.
Utopian, dystopian and thrutopian approaches
Almost all stories, books and films set in the future are dystopian, as is most climate fiction. The hope seems to be that if we show people how terrible things will be if we carry on as we are, we’ll all change our ways and become green, ethical citizens. Some do, but my research shows the opposite can occur. Fear is more likely to lead to paralysing anxiety, denial, avoidance or buying up all the toilet rolls! Basically, we’ve been doing it all wrong and my research can prove it. Providing examples from books, plays, TV and research, I show how a more solution-based approach can reach wider audiences and result in more positive impacts. I also introduce the term ‘thrutopia’ which is an approach that presents positive visions of what a sustainable society would look like if we did it well and then works backwards from there to see how we might get there.
The Assassin
Eight people in a citizen’s assembly debating climate solutions – then there’s a murder. Habitat Press, 2022. A TV adaptation won the Writing Climate Pitchfest in 2024 and is under consideration by a Hollywood Producer.
Habitat Man
An eco-themed rom com with a hint of cosy mystery. Habitat Press, 2021. A radio adaptation reached the final stage of the Radio 4 comedy round in 2023.
No More Fairy Tales: Stories to Save Our Planet
An anthology of 24 short stories. Habitat Press 2022.
Books
‘Habitat Man’ - an eco-themed rom com with a hint of cosy mystery. Habitat Press, 2021. A radio adaptation reached the final stage of the Radio 4 comedy round in 2023.
‘The Assassin’ - Eight people in a citizen’s assembly debating climate solutions – then there’s a murder. Habitat Press, 2022. A TV adaptation won the Writing Climate Pitchfest in 2024 and is under consideration by a Hollywood Producer.
‘No More Fairy Tales: Stories to Save Our Planet' - an anthology of 24 short stories. Habitat Press 2022.
‘Murder in the Citizen’s Jury’ - a play being performed in 2024.
(non-fiction) ‘Storytelling for Sustainability in Higher Education: An Educator's Handbook' - Abingdon: Routledge, 2020.
Selected academic publications
Baden, D., & Brown, J. (in press). Climate Fiction to Inspire Green Actions: A Tale of Two Authors In E. Coren & H. Wang (Eds.), Story telling to accelerate climate solutions. Cham, Switzerland: Springer.
Baden, D. (2023). Readers’ Emulation of Green Behaviours in Fiction: A Case Study of Habitat Man.
Baden, D. (2023). The Role of Fictional Characters in Consumer Culture. Online.
Baden, D. (2020). Which work best? Cautionary tales or positive role models? In P. Molthan-hill, H. Luna, & D. Baden (Eds.), Storytelling for Sustainability in Higher Education: An Educator's Handbook. Abingdon: Routledge.
Baden, D. (2019). Solution focused stories are more effective than catastrophic stories in motivating pro-environmental intentions.Ecopsychology, 11(4), 254-263.
Baden, D., McIntyre, K. E., & Homberg, F. (2019). The impact of constructive news on affective and behavioral responses. Journalism Studies, 20(13), 1940-1959.
Baden, D. (2018). Environmental storytelling can help spread big ideas for saving the planet. The Conversation.
Baden, D., & Prasad, S. (2016). Applying behavioural theory to the challenge of Sustainable Development: Using hairdressers as diffusers of more sustainable hair-care practices. Journal of Business Ethics, 133(2), 335-349.
Baden, D. (2015). Shock! Horror! Behind the ethics and evolution of the bad news business. The Conversation.
Baden, D. (2014). Look on the bright side: a comparison of positive and negative role models in business ethics education. Academy of Management Learning & Education, 13(2), 154-170. doi:10.5465/amle.2012.0251
Baden, D. (2013). No more ‘preaching to the converted’: embedding ESD in the Business School curriculum through a service-learning initiative. York: Higher Education Academy.