It’s a small-big thing. And it’s obvious, really.
It’s easier to love people or businesses that are ‘for’ something, than it is to love people or businesses that are ‘against’ something.
‘Just Stop Oil’ want to change the world. Your world. But most people right now aren’t listening. Nike want you to be the best possible you. We spend over 50 billion dollars with Nike each year.
Whatever the change you want to make (I sometimes forget this) it’s better to focus on the benefit of doing it, than the danger of not. Framed that way, more will be interested in listening.