A Flood of Opportunity: Making the case for Nature-Based Solutions.

The festive season has been anything but quiet for the UK, with much of the country experiencing what many are proposing will be a ‘new normal’ (how often are we hearing that, now?).

‘Extreme’ weather has dominated recent domestic news – from the rain that came from the wrong direction to the current flooding which continues to impact communities the length and breadth of our increasingly wet island. At the time of writing, there are 93 flood warnings and 113 alerts, down from some 190 and 200 respectively this weekend.

For the most part, the headlines and coverage seem to relish in the misfortune, interviewing publicans as they enjoy pints in waist-deep water and rubbernecking at the islands of car roofs protruding from our new outdoor swimming pools. While The Conservative Party claims they’ve already invested heavily in mitigation, Rishi Sunak's reassurance that ‘touch wood, we’re over the worst of it’ will offer little solace to increasingly impacted communities who are rightfully demanding more and fearing for the years ahead.

Whatever’s said publicly, tangible, trustworthy solutions remain an elephant in the room as rising water runs under the door. Keir Starmer promises a Flood Resilience Taskforce, should The Labour Party come to power, giving focus to the increasing need for readiness but still only seeing the problem as seasonal by meeting every winter.

By the time someone’s reaching for the sandbags or firing up the pump, it’s already too late. The threat must be reduced and better intercepted on a year-round systems level. But to achieve that, the pioneers, agitators, facilitators, and purveyors of solutions which work with – not battle against – the elements must up their game to drive widespread understanding and demand for effective, environmentally-positive intervention.

As 2023 concluded, we have been fortunate to learn more of the potential which is emerging in the UK from Angus Garbutt at UK Centre for Ecology & Hydrology (UKCEH), Christian Dunn at Bangor University, Tom Godfrey at Earth Change, Adam Taylor at Medway Council, Kate Collis and Amy Finch Noyes at Soil Association, and Antonia Nicholls and John Goffin at Kana Earth, and understand the communications challenges which stand between today and widespread adoption. From salt marsh to soil health, there are numerous opportunities for significant impact; but their stories and potential remain largely unknown to those who have the power to enact change from the top - or the determination to demand it from the community.

So how can you advocate for your Nature-Based Solution?

1.     Have a plan. Define success. Work backwards through the milestones and challenges which stand between where you are and where you need to be, breaking it down into actions and mapping the key gatekeepers who hold the keys. This gives you targets, opportunities, a proactive approach and the ability to assess your progress.

2.     Know your audience.   Everyone has their own motivations, desires, reservations, level of comprehension and language. To bring them round to your way of thinking and gain their support, it’s imperative to understand these elements innately.

3.     Know your offer. It may sound ridiculous, but how well do you know what you’re proposing? The science and application is one thing, but its benefits are often so much more diverse than a direct solution. What more can it offer to communities or investors? How can it support their needs or align to the commercial and social objectives of partners?

4.     Find the lever of influence. Work out how – and when - to pull it.

When you know your audience and your levers, you know what will make them act. Certain subjects, topics or messages can be hugely influential, enticing or impassioning. Appropriate timing of their use is crucial – don’t jump the gun or miss the boat.

5.     Amplify success and stakeholder demand for your benefit To create change, you need to build support. The best way to do so is often through advocacy. Use your audience actively or passively to amplify your message and drive more support for what you’re trying to achieve.

…or call Hornbeam & Co. – we can make your solution the hero people are desperate for.