🌍 How is Earth Month 2025 for you?🌍
Plus why cold showers are amazing, a cult cookbook club and music to launch a company to
It’s a big week for us – we’re doing our final priming and plumping and tweaking and twerking of our site, getting it all just so before we drop it and open up our limited number of founder memberships. So there’ll be just a little more waiting for the wait list, but the delayed gratification is all part of the plan. Until then, we’re bringing you our regular mix of links we love + musings on lower-impact living.
This week’s theme is… Earth Month 2025 🌍
It’s easy to roll one’s eyes.
To be irritated by it. To dismiss it. To undermine it.
“Shouldn’t every day be Earth Day?” the more cynical might ask. Well, yes – as said by long-term ledge Dr Jane Goodhall in her Queen-at-Christmas-like Earth Day speech this year. Obviously. But it’s always good to have a regular ‘standing meeting’ to check-in on everyone’s planet progress, right?
“Isn’t it another big, insincere marketing ploy?” For some, perhaps. Because we still live in a capitalist world where it may seem like every opportunity must be squeezed like a rotten lemon for the wrong reasons.
What isn’t as easy is to strike the right balance between celebration and protest. Which, when you think about it, is what Earth Day/Week/Month (yes it should be Year after Year) is – especially for climate optimists, like us. Like BRiMM.
And much like Pride Day – and Month – our annual Earth ‘occasions’ are equally joy-spreading extravaganzas to proudly show and shout about how much we care, as well as moments to commune, collaborate and come up with ways to better protect what we value. To dig deeper, fight harder, together.
Marvelling meets activism. Love-fuelled fire in our bellies. Grief that leads to grit.
Take this excerpt from Natural Connection, the new book by BRiMM founding founder member (and recent planet-positive hero shout-out) Joycelyn Longdon, which explores how to turn mourning and despair into meaningful climate action, published on Atmos this Earth Day. “When we are faced with the possibility of hope, we discard it as naïve, frivolous, and out of touch,” she writes, beautifully. “We point to the world’s many terrors, its ugliness and pain. Not realising that in our defence of the end of the world, shines through our deep care and grief for that world.”
And so this week’s newsletter is a round-up of all the fresh, creative, inspiring and hopefully even change-initiating Earth Month posts and projects we’ve spotted in 2025, that either – or simultaneously – shine a spotlight on the Earth’s magic or help drive the environmental struggle forwards. From the Guardian’s actually potentially groundbreaking 89 Percent Project, to an ‘Everybody’s Free to Wear Sunscreen’-style reel that sums up this entire newsletter in about a minute (feel free to skip straight to that, lol), to a particularly compelling graphic about wool and an app that just might have us all out drinking in nature year-round.
Of course, last but not least, there’s this year’s core Earth Day theme: "Our Power, Our Planet" and its aim to triple global renewable energy generation by 2030. It’s a cause close to our hearts, not least because the first investment of the BRiMM planet fund will be in solar power. Watch this space for more… light on that soon.
Team up, tune in and let’s turn the tide,
Team BRiMM x
p.s. which low-impact living hacks bring you the most joy? We’re taking it as a given that we all enjoy looking at the pretty patterns on the Who Gives a Crap toilet paper. What other switches have you made that actually make you happier, too? Do share. Check out Milo’s pick, below, for more inspo.
p.p.s. do you like this email? Why not forward it to a friend?
The BRiMM life questionnaire
Milo Pinckney, founder and Chief of Experience at Rollr, the gorgeous deodorant ‘for pleasure and planet’, shares his low-impact living reccos
Latest low-impact life reset that brings you joy
“A bloody cold shower for 30 seconds each morning! I feel like I need to scream ‘I’M ALIVE!’ every time because it is so damn true.”
Tell us your all-time top second-hand find
“Got to give this award to my sister who found a beautiful vintage denim jacket that I’ve probably worn 2,000 times in the last decade for £5 in a charity shop.”
Who is your planet-positive hero
“I’m not sure about hero, but Massive Attack make exceptional music and created the most impactful music festival in the world. Awesome.”
Watch out for the rest of Milo’s answers on our site, launching soon
Fancy doing our BRiMM life questionnaire yourself? Get in touch
FROM THE COLLECTIVE
Tiff loved Reformation's IG post about the Earth being so hot you just want to date her
Sam shared this round-up of Earth Month reads from The Brown Moon Project, a group that looks at the socioeconomic impact climate change has on Black, Brown & Indigenous women
Christabel tipped us off about this Desert Island Discs-style life story podcast with Jack Harries, released by Farrow & Ball on Earth Day
We love to hear what our collective is finding. Share your links with Becky
BREAKING THE SILENCE
Could this be the magical lever for jump-starting cross-cultural planet-positive change? The Guardian US and the Agence France-Presse have joined forces with various newsrooms across the world – from Rolling Stone and Time in the US to the Asahi Shimbun newspaper in Japan and Arab Reporters for Investigative Journalism in Jordan – to shout far and wide that the vast majority of the world’s population WANTS climate action, but that they – we – just don’t realise we are the majority. Between 80 and 89 per cent of us want governments to take stronger climate action – hence the founding of year-long non-profit ‘The 89 Percent Project’, which kicked off on Earth Day. “What would it mean if this silent climate majority woke up,” Mark Hertsgaard and Kyle Pope ask in this piece, “if its members came to understand just how many people, both in distant lands and in their own communities, think and feel like they do? If the current narrative in news and social media shifted from one of retreat and despair to one of self-confidence and common purpose, would people shift from being passive observers to active shapers of their shared future?” Which are pretty much exactly the kind of questions BRiMM is founded on, too.
→ READ MORE
LOVE AND FURY
We can always trust the new-gen regen farmer punks at Wildfarmed, led by Groove Armada’s Andy Cato and former TV presenter George Lamb, to be on the same page as us when it comes to climate optimism. This Earth Day reel, created with US peers Mad Agriculture, encapsulates the thrust of our newsletter theme perfectly: Loving the planet hard and fighting for her harder. “Grief is fuel for action,” they say. “Grief is a powerful force when alchemised into furious love. This love is the kind you’ll fight for.”
→ WATCH MORE
A LONG YARN
As with The 89 Percent Project, Earth Day/Week/Month triggers many activists to not only celebrate the planet, but to zoom out and take a world-wide view. Case in point, this super shareable video-graph from The Woolmark Company, which reveals the shocking truth about our growing reliance on synthetic fibres over wool, despite the fact the former contributes disproportionately to plastic pollution. Check out the comments below too – should we rally for taxes to be put on synthetics so they’re no longer the cheapest option? Perhaps. But we can at least individually try to make the shift to the right kind of animal fiber.
→ SEE MORE
GOING OUT OUT
We stumbled across Outbound via a particularly beautiful gallery of landscape shots (+ cool sans-serif font, you’re welcome) on Insta to mark Earth Day. Founded by surf, skate and hike-loving half-Asian Californians Brian Heifferon and Tyler Drake, the Outbound Collective was created to make it easier for locals to share routes, views, campsites, photos and other insider tips, as well as to open up these sorts of pursuits to those from more diverse backgrounds. Now an app too, it “not only helps inspire people to get outside,” says Tyler, “but with reviews, GPX tracks and driving directions, it helps empower them to do so confidently.” Plus, it includes UK guides.
NUTS ABOUT THIS
Melburnians Cindy and Michael test out plant-based recipes for their snappily entitled blog Where’s the Beef? – including this much beloved one for Charred Cauliflower and Crispy Tofu with Sweet Peanut Sauce. It’s taken from Hetty McKinnon's cult hit, Tenderheart – a book that’s also inspired hundreds of subscribers to the excellent Substack Culture Study, by author Anne Helen Petersen, to sign up to try making a dish from it, as part of a big ol’ newsletter Cookbook Club (intel: this dish is Peterson’s fave so far).
MUSIC TO LAUNCH A STARTUP TO
James our founder is feeling these vibes as we get closer to 🚀 day…
Carbon maths
The carbon footprint of an email depends what device you use to open it, but sending you this one used about 3.5g of carbon.
The 89% project is very exciting. If the world's media cant force a change...