From

Activism

to

Algorithms:

How

Paul

Oosting

is

Making

Climate

Action

Mainstream

From Activism to Algorithms: How Paul Oosting is Making Climate Action Mainstream

Back in the '80s, Paul Oosting wanted to be a fighter pilot—Top Gun style. Fast forward a few decades, and he’s leading another kind of mission: mobilising Australians to fight climate change with their wallets.

As former National Director of GetUp! and now CEO of Acacia, Paul has spent his career at the collision point of people, power and progress. In The Mucky Middle’s fourteenth episode, Paul reflects on decades of campaigning, the rise of climate-aware capitalism, and why changing the world doesn’t always mean quitting your job to chain yourself to a tree.

1. Want Systemic Change? Start With the Systems People Use Every Day

At Acacia, Paul’s working on a deceptively simple idea: make sustainable choices the smartest financial choices.

“Even for passionate people like me, when I get to the checkout, cost still matters.”

Acacia is a comparison tool that helps Australians switch to greener super funds, banks, electricity providers and more—without sacrificing cost or convenience. It’s designed to eliminate greenwash confusion and replace it with action-ready insights.

In a world where 70% of emissions come from the corporate sector, helping everyday Australians move their money is one of the fastest ways to drive change.

2. Don’t Just Campaign—Plan to Win

Paul’s career began with grassroots activism: protesting logging in Tasmania, leading forest negotiations, and playing a pivotal role in the marriage equality campaign. But one thing became clear:

“Too many people are planning to oppose. We need to plan to win.”

For brands, movements, or even product launches, this insight is gold. It’s not enough to raise awareness—you need to map the path to mainstream.

Paul urges NGOs, marketers and climate advocates to adopt a “supermajority mindset”—designing strategies that resonate across politics, class, and geography. If you’re only convincing the converted, you’re not shifting the middle.

3. Climate Messaging Must Be Salient, Not Just Popular

Sustainability polls well. But popularity ≠ priority.

“We used to confuse popularity with salience.”

Paul highlights that people say they care about the environment—but at the checkout, cost usually wins. That’s not a failure of values—it’s a failure of framing.

The trick? Position environmental benefits alongside personal benefits. Think lower power bills, better product performance, convenience, or social status. (See: Tesla.)

It’s not manipulation—it’s good marketing. And it’s how we get climate solutions past the early adopters and into the mainstream.

4. Your Money Has More Power Than You Think

From fossil-free super to renewable energy providers, Paul believes the biggest lever for change sits in your bank account.

“Changing your super fund or energy retailer has a ripple effect that goes beyond carbon.”

These small decisions compound into larger pressure—on boards, regulators, competitors and policymakers. Acacia was built on the belief that empowered consumers can tip the balance, especially when the financial and environmental wins are aligned.

We’re past the “awareness” phase. Now it’s about ease.

5. Don’t Underestimate the Power of Network Effects

One of Paul’s sharpest insights is borrowed straight from Silicon Valley: social proof sells sustainability.

“Solar adoption isn’t just about savings. It’s about seeing your neighbour do it first.”

EVs, solar panels, ethical super—all of them spread faster when you see someone else take the plunge. Brands and campaigners should actively build network effects into their strategies, whether through community storytelling, referral incentives, or visibility tools that nudge passive observers into active participants.

This is where brand and product design can amplify impact. Don’t just sell the product—show the movement.

6. We Need More “Leaderful” Teams

When asked about leadership, Paul doesn’t drop buzzwords. He talks about getting out of the way.

“The best moments come when I realise my team doesn’t need me—they’re just doing it.”

Whether in NGOs or startups, Paul champions a “leaderful” model—where belief in the mission fuels personal ownership and proactive problem-solving. It’s not just about hiring skills; it’s about hiring belief.

In other words: find people who don’t clock off from the cause.

Paul urges brands to speak beyond their bubble. Because the most effective climate messages?

• Don’t use fear—they use possibility
• Don’t guilt—they offer gain
• Don’t divide—they unify

“The exciting campaigns are the ones that build a broad church.”

Whether you’re a startup, a government agency or a bank—you’re not just selling a product. You’re shaping the cultural narrative around what’s “normal,” desirable and responsible.

So if your creative strategy only works for the progressive inner city—rethink it.

TL;DR: Paul’s Playbook for Mainstreaming Climate Action

Whether you’re a brand, a business or an NGO, here’s your cheat sheet:

• Make the ethical choice the easy choice
• Align climate benefits with personal wins (cost, quality, status)
• Build salience, not just support
• Use storytelling to depoliticise and unify
• Trust in network effects—amplify social proof
• Plan for systemic impact, not just noise
• Think bigger. And then build like you mean it

Want to use creativity to drive scalable impact?
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