Who Cares Wins

Who Cares Wins offers a radical guide to thinking differently about the world and initiating change.

Optimism demands action. Optimism is an active choice. Optimism is not naive and it is not impossible.

We are living in an age of turmoil, destruction, and uncertainty. Global warming has reached terrifying heights of severity, human expansion has caused the extinction of countless species, and Neoliberalism has led to a destructive divide in wealth and a polarisation of mainstream politics. However, there is a constructive way to meet this challenge, there is a reason to keep on fighting, and there are plenty of reasons for optimism.

Lily Cole has met with some of the millions of people around the world who are working on solutions to our biggest challenges and are committed to creating a more sustainable and peaceful future for humanity. Who Cares Wins explores issues from fast fashion to fast food, from renewable energy to gender equality. It features interviews with Stella McCartney, Elon Musk, activists like Extinction Rebellion co-founder Dr Gail Bradbrook, and Farhana Yamin, to offer a beacon of possibility in challenging times.

This book is a rousing call to action that will leave you feeling hopeful that we can make a difference. We are the ancestors of our future—a generation who will either be celebrated for its activism or blamed for its apathy. It is for us to choose optimism, to make a change and to show what is possible.