TikTok is not a platform many turn to initially when discussing “forces for good” in social media. Even ignore all the shady links to the Chinese Communist Party, it’s a platform that has notoriously spurned on low confidence and self-esteem issues in young people and to spread mistruths and generally harmful content.
But according to Dominic Cook, Co-founder, and CEO of 33Seconds and its TikTok-based eco-community Earthtopia, it’s not the platform that matters, it’s what you do with it.
Earthtopia has spent the last few years cultivating a positive and sustainable voice amidst the doom scrolling noise. It’s become a major player on the platform, with more viewers than WWF, Greenpeace, and Extinction Rebellion.
How did a project dreamt up as a small piece of “pandemic escapism” manage to grow into TikTok’s definitive eco-community in just a couple of years? I sat down with Dominic this week to ask him just that.
Can you introduce Earthtopia for our readers? When did it start, who were the initial brains behind it and what’s the general mission statement?
Earthtopia was created back in 2020, when the combination of lockdown boredom and pandemic escapism helped TikTok become one of the UK’s most popular social media platforms.
As a specialist communications agency, at 33Seconds, we had already started advising clients on the platform, however we recognised that we could deepen our expertise further by creating our own engaging content and community.
We chose to focus on climate & sustainability - it’s one of our core specialisms and a cause we’re truly passionate about as an agency. We work with both established brands and startups in this space, but we wanted to take it one step further and use our expertise to make a positive difference.
So, the idea was to create a channel that shines a light on planet-saving organisations, solutions and the climate-positive actions young people can take in their daily lives.
You’ve managed to become a bigger name on TikTok than most of the established eco-names. What do you think it is about your content that sets you apart?
We’ve always focused on positive action to inspire the Earthtopia community - which has now grown to over 288,000 followers. It’s easy to get anxious or feel hopeless when it comes to the issue of climate change and there’s no shortage of concerning news stories out there.
So, we created a content strategy that addressed those worries and the frustration around in-action - including humorous trends that call out polluting companies and ineffective governments, or the everyday confusion around trying to live a sustainable lifestyle.
Our content is native, natural, and relatable, using language and formats that fit on your ‘For You’ page.
There’s a lot of talk about TikTok being a damaging influence on young people. Do you see it a different way or do you think there is some truth to the naysaying?
No social media platform is without its issues, but we believe that if used in a responsible way, TikTok can be a powerful tool for bringing people together and creating likeminded communities to educate, inform, entertain and inspire positive change that can make a lasting impact.
Do you feel there’s a definite culture of ‘greenwashing’ at play in the creative industries?
Not necessarily - there’s such an awareness of ‘greenwashing’, the damage it can do to a brand and the way in which it erodes audience trust, the creative and comms industries are having to evolve in line with climate research and advertising regulation as it progresses.
It would be untrue however to claim that greenwashing doesn’t happen - it’s still a huge issue - but creatives and those working in the industry must align to stamp it out going forward.
Whether it’s choosing carefully which clients and partners to work with, or launching creative projects and initiatives - as we’ve done with Earthtopia - every creative team and practitioner has something to offer.
Can you tell us about the book you have coming out later this year?
Yes! We’re very excited about this project - we have a book coming out later this year based on our Earthtopia content entitled - '100 Ways You Can Help Save the Planet' published by Penguin Random House and available via all good bookshops.
To create the book, we picked our Top 100 ‘eco hacks’ - from everyday changes that collectively have a big impact, to community-based actions that will positively influence your local area and beyond.
You’ve worked with some great brands – from Netflix to The Body Shop. Is there a shared philosophy that underpins all these brands?
We aim to work with companies that take sustainability as seriously as we do - the other common thread is that they value the opinions and feedback of our Gen Z audience - the early adopters that are set to bring eco-conscious living into the mainstream.
To this end, we’ve worked with many influential mainstream brands, including Nandos, Lush, YouTube, eBay and E.ON, as well as charities such as Surfers Against Sewage.
What’s the difference between your work as 33Seconds and your work as Earthtopia?
We set up 33Seconds in 2011 - we’re an independent, award-winning communications agency based in London, specialising in the climate & sustainability, technology & innovation and lifestyle & entertainment sectors. Our services include brand strategy, social, PR, influencer and content creation.
Launching the Earthtopia TikTok community has added another meaningful string to our bow, as we became a content publisher. The fact that we’ve grown the community and established Earthtopia as an eco-influencer demonstrates our deep understanding of social media and Gen Z audiences, as well as helping to attract and retain talent in our team - it’s an exciting opportunity to be part of this growing movement.
How did you cast your Earthtopia experts and how much say do they have in the content that gets put forward?
All our Earthtopia influencers and experts are part of the team here at 33Seconds. Following weekly trends meetings focused on brainstorming eco-themed pop culture moments, our dedicated team then creates short, informative videos that highlight the positive actions individuals, businesses and governments can take and are taking - adding a dash of humour when it feels appropriate.
Our primary content pillars are: good news roundups, eco innovations (that once scaled can build a better world) and eco hacks - which help people take progressive steps in their everyday lives.
What do you have in store for the future of Earthtopia?
We want to continue to grow our community, work with amazing partners, inspire action and have a great time doing it! So far, we’ve partnered with organisations including the UN, The Earthshot Prize, WWF, COP & Youth COP and we regularly march on climate change protest days.
As creators, we go through the same worries about the climate crisis that our community does, so most importantly, we want to remind people that not all hope is lost, there are solutions out there, as well as actions you can take AND people and businesses who are doing great things for the planet.
What do you think, above all else, is the secret to the project’s immense success?
Positivity, listening to the community, and not being afraid to adapt. TikTok is a fast-moving platform and we've got a nimble and passionate team who are willing to get stuck in and immerse themselves in the crazy world of social media and the climate crisis.
The journey to a better, more sustainable future is an ongoing process for us all and we’re humbled and motivated to be playing a part in it.
To find out more and become part of the community, visit Earthtopia on TikTok.
