Why nature loss is a business risk – Marco Lambertini on the global goal for nature

I recently spoke to Marco Lambertini, conservation expert, special envoy of WWF International and convener of the Nature Positive Initiative – an alliance of conservation organisations, institutes, and business and finance coalitions with the goal of halting and reversing biodiversity loss by 2030.

'Nature positive' sounded to me like a synonym for 'eco-friendly' or 'ethical' – terms co-opted by marketers, with little meaning and even less accountability. In fact, it's a science-based target, adopted at a global level in a landmark agreement at the Cop15 biodiversity conference in 2022. It's nature's equivalent to terms such as 'carbon neutral' and 'net zero'.

For a long time, attention and investment were focused on emissions and carbon-based targets, such as the Paris Agreement's 1.5oC limit. There was no equivalent for nature, plus nature had declined so much that a net zero goal was not enough, Lambertini explains. 'We should halt, but also reverse nature loss and support restoration, so the goal was net positive for nature.'

Recently, there has been a significant uptick in interest in biodiversity. With more understanding of the relationship between nature loss and climate change, the world is waking up to the threat. 'The "half-full glass" is that awareness has never been greater of the importance of biodiversity, particularly in the business sector,' says Lambertini. 'That is, potentially, a seed for change.'

The issues are funding, scaling and shifting human behaviour. Nature is in crisis, the existence of humanity and the planet depends on it, and the window of opportunity to act is narrowing by the day, Lambertini explains. 'We now need to convert this new awareness and engagement of nature into effective nature positive transitions.'

I posed the question to Lambertini: is a nature positive outcome feasible for all businesses? 'We’re at the point where the word "feasible" needs to be replaced with the word "necessary",' he says. 'Combatting nature loss is not only a moral duty, but also a security issue for our economy and society... Understand, we are at the fork in the road, at a time of great risk, great threat, but also great opportunity.'

You can preview the interview?here?and Contagious IQ subscribers can read the full conversation?here.

Phoebe O'Connell, senior writer/analyst, Contagious

Campaign of the Week /

In February 2025, StreetEasy, a real estate platform focused on the New York City market, launched a campaign to encourage first-time homebuyers to reconsider leaving the city for suburban life.?

The Never Become a Former New Yorker ads, created by Mother New York,?poke fun at the let downs of suburban living, in contrast to the unique pleasures of NYC, and highlight the regret and nostalgia many former city dwellers feel on leaving for the quiet life.

Ex-residents can call a hotline (1-833-I-MISS-NYC) to share what they miss about the Big Apple or listen to nostalgic sounds, like the hum of the Manhattan Bridge underpass. The campaign also includes out-of-home, digital, audio, connected TV and social media ads, and will run through October 2025.

The insight here is spot on and the ads are amusing and memorable, leaving viewers in no doubt that StreetEasy is the solution for those suburban blues – no matter how competitive the housing market.

Read the full Campaign of the Week article here.?Contagious.

And the winner is... /

The Oscars are still Hollywood’s biggest night, but their role in the media landscape is evolving. Once a dominant TV event, the ceremony is now competing for attention in an era where engagement stretches far beyond the live broadcast.?

?This year, total viewership dipped?7%?to 19.5 million, but younger audiences bucked the trend: ratings among 18- to 49-year-olds rose 3%, and the 18-34 demo hit a five-year high. Was it Timothée Chalamet? Conan O’Brien’s sandworm-assisted hosting? Or maybe it was the fact that Hulu finally made the show streamable – even if it?cut out?before the biggest award of the night.

For advertisers, the shift is clear: real impact is now measured in memes, clips and reactive marketing. The Academy is catching on, bolstering its presence with exclusive TikTok content. Last year’s event featured?#FilmTok?creators hosting red carpet coverage, providing real-time access to a younger, social-first audience. Meanwhile,?streaming platforms?Netflix and Apple TV+ continue to use the ceremony as a prestige marketing machine.

With audiences increasingly watching the show in fragments – through?trending moments?and?viral speeches?– advertisers need to extend their Oscars strategy beyond a single TV spot. The savviest brands aren’t just airing ads during the ceremony; they’re shaping the conversation around it.?

?Alice Liow-Yune-Loy, senior researcher, Contagious

Enter this /

Would you like to see your breakthrough idea brought to life across the TFL Elizabeth line network? We hosted the How to Win webinar this week to share insider knowledge on how to create a winning entry for this year's Look Ahead competition.

The competition is your chance to push the boundaries of out-of-home advertising. We’re looking for daring experiential ideas that turn heads, spark conversation, and engage audiences.

Winning the Look Ahead Competition means your campaign could be showcased across Bond Street, Tottenham Court Road, and Farringdon Elizabeth Line — stopping millions of Londoners in their tracks.?

Come on, join us today and turn your idea into winning work.

The webinar took place live on 5 March. To watch the session recording, register here.

Next-gen scheduling, purposefully built /

At Most Contagious New York, Nico Venkataramani, founder of Sparkeey, introduced a calendar app that blends social connection with purpose for Gen Z and Gen Alpha.?

Highlighting the distinct social behaviours and values of these younger generations, Venkataramani emphasised that traditional tech tools haven’t adapted to their unique needs. Sparkeey, she explained, goes beyond being just a functional calendar, and transforms scheduling into a purposeful and impactful experience for users, creators and brands alike.

Discover how Sparkeey can serve as a tool for creators and brands to enhance engagement and connect with their audiences purposefully.?Contagious.

Get Contagious in your inbox /

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