Hope-based Communications, with Thomas Coombes

Send us Fan MailJoin us for a fascinating conversation with Thomas Coombs, human rights communicator, founder of Hope-Based Communications and former Head of Brand at Amnesty International.  "We were ticking all those boxes," Thomas reflects on his early career in cause-based media relations. "Getting huge amounts of media coverage, but where was the compassion and empathy?" he asks. This disconnect sparked his journey toward developing a methodology that would offer a new perspective on how human rights organisations communicate, if not for anyone involved in cause-related communications.The  insights driving Hope-Based Communications come from neuroscience: our brains are predictive machines that favour familiarity and reject the unfamiliar. For social movements, this means constantly showing people the world we want to create, not just highlighting what we oppose. "The story we tell today is the action people take tomorrow," Thomas emphasises, placing effective communication at the heart of social transformation.Despite today's challenging global landscape—with human rights backlashes, climate crisis, and ongoing conflicts—Thomas maintains that hope becomes most essential in dark times. His grounded form of hope acknowledges reality while maintaining conviction that positive change remains possible through collective action.Listen now to discover how you can transform your approach from merely raising awareness to fundamentally changing attitudes, behaviours, and culture.Follow GoodGeist for more episodes on sustainability, communications and how creativity can help make the world a better place.