Who Cares Wins

Cole's timely volume gathers testimony from entrepreneurs, activists and key cultural figures with a view to addressing the polarising issues at play in the world today. Idealistic without being naive, Who Cares Wins is an eloquent plea for tolerance, understanding and compassion.

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

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. Exploring issues from fast fashion to fast food and renewable energy to gender equality, and embracing debate, the book features interviews with diverse voices from entrepreneurs Stella McCartney and Elon Musk, to activists Extinction Rebellion co-founder Dr Gail Bradbrook and Farhana Yamin, to offer a beacon of possibility in challenging times.

Who Cares Wins 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 that will either be celebrated for its activism or blamed for its apathy. It is for us to choose optimism, to make changes and to create the future we want.