Who Cares Wins

A radical guide to thinking differently about the world and initiating change

Optimism demands action. Optimism is an active choice. Optimism is not naïve 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. But, 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 committed to creating a more sustainable and peaceful future for humanity. Exploring issues from fast fashion to fast food and renewable energy to gender equality, and featuring interviews with Stella McCartney, Sir David Attenborough, Elon Musk and Extinction Rebellion co-founder Dr. Gail Bradbrook, Who Cares Wins is a beacon of hope in dark 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 their activism or blamed for its apathy. It is for us to choose optimism, to make a change and to show what is possible.