Interview with Sustainability Advocate Klaus Mitchell

Q: Firstly, for those who are not familiar with your work, how would you sum up your environmental advocacy?

My advocacy is multi-faceted. I dedicate most of my time to creating online content, from structured videos to street interviews, which reach our 3.6 million followers across social media. I also focus on public speaking, presenting at environmental events, corporations, and universities. Additionally, filmmaking plays a big role in my work, allowing me to explore environmental issues in depth and engage audiences through documentary storytelling.

Q: How and when did your motivation for sustainability start? 

It really began after a personal health issue. When I was 17 I developed a severe DVT (Deep Vein Thrombosis) in my right leg. It eventually led to a chronic condition called PTS (Post-Thrombotic Syndrome) which I was told by doctors would increasingly get worse. That experience shifted my perspective, making me aware of how health, lifestyle, and sustainability intersect. 

I began taking on adventures to raise awareness (while I was well enough). One of these was a bike tour across South America, and I later completed a trek across Malaysia to support the homelessness charity Shelter. These experiences were transformative; they helped me connect with others, understand different perspectives, and solidify my commitment to advocating for sustainability on a larger scale.

Q: I love the viral street interviews where you poll the public about environmental topics. Of all of these videos, which have been the most successful in your opinion? 

Thank you! I guess it depends how you define ‘success’. In terms of views, the most popular video I’ve been involved in was a street interview uploaded to Tik Tok, which achieved over 11 million views. The video was recorded when I was in central London and a tourist from the US shouted at me: “If you want to save the planet, kill yourself!” It immediately went viral.

Another video that I put together was about saving fish. I asked COP28 delegates “What is more effective to save the fish?” Either: “cutting out plastic straws? Or stopping eating fish?” I found the responses incredibly frustrating. 99% of the environmentalists leaned towards cutting out plastic straws as the more effective solution. It immediately sparked so much debate online. 

Q: You were top of your year for your undergrad studies and then did a master’s in human genetics on a full scholarship. How has your academic experience helped your advocacy?

My academic background has been fundamental to my advocacy work. Studying Human Biosciences (BSc) and later The Genetics of Human Disease (MSc) provided me with a strong foundation in understanding health from a scientific perspective. This has been invaluable in exploring the links between health and environmental sustainability. For instance, I’ve been able to communicate how dietary choices impact not only individual health but also the planet—backed up by research, not just opinion. 

Academia also provided a valuable stepping stone into journalism, as my scientific background helped me begin publishing articles in outlets like BioNews and journals such as Public Health Nutrition. Writing in these publications taught me how to communicate complex scientific ideas in a clear and accessible way—a skill I’ve carried over into my media work. 

Q: Tell us about the role of filmmaking in the sustainability space, and the projects you’ve been involved in, including Seaspiracy?

Filmmaking is incredibly influential in the sustainability space because it has the ability to reach huge numbers of people emotionally and intellectually. 

I was honored to be part of Seaspiracy, where I contributed to the script. It was a groundbreaking film that brought the often-overlooked topic of marine conservation to a global audience and raised awareness of the environmental impacts of the fishing industry. 

I also took part in a Heineken's ad called ‘World's Apart’, a social experiment where I was paired with a climate change denier. The ad attracted global attention and was featured on Trevor Noah's Spotify podcast What Now.

Lastly, I recently was executive producer of a documentary called Christspiracy, which explores the intersections of religion and sustainability. 

Each film I’ve worked on has its unique angle, but all share the goal of creating awareness and inspiring positive action. 

Q: You’ve been described as a ‘media mogul’ online—tell us about your award-winning media platform, Plant Based News, which has been called one of the most dynamic and influential media brands in the conscious consumer sector. As founder and CEO, how have you been able to scale this platform?

I have to chuckle a bit whenever I hear ‘media mogul’—I see myself more as a journalist and advocate than any kind of ‘mogul’. But I do appreciate the recognition, and if people view me as a leader in the movement, I’m glad to use that influence to push for meaningful change.

Building Plant Based News has been both a challenging and incredibly rewarding journey. From the start, our focus has been on creating a trusted, credible source of information for people interested in sustainable living, particularly within the plant-based space. We've now built a community of over 3.6 million followers across social platforms and reach over 80 million impressions per month. 

One of the main factors that helped us scale has been a clear, unwavering mission. We’ve stayed committed to providing well-researched, fact-based content within our focus area: ethical consumerism, especially relating to food. There are a lot of voices in sustainability covering crucial issues like plastic pollution and fossil fuels, but I saw a gap in the media landscape when it came to food. This focus allowed us to carve out a unique space and offer something valuable to people who are seeking solutions they can implement in their daily lives.

Fundraising has also played a major role in our growth. In 2021, our co-founder Robbie Lockie and I spearheaded a campaign that raised over £1 million. This funding allowed us to expand our team and reach. 

Beyond the numbers, though, I think the authenticity of our passion in this space has enabled some remarkable opportunities. For instance, I interviewed Joaquin Phoenix just days before his Oscar-winning speech in 2020 which was a pivotal moment for Plant Based News and me personally. 

Q: As someone who’s regularly invited to speak at events such as COP28 and Meta, what do you aim to achieve in these public speaking engagements?

My goal in public speaking is primarily to raise awareness and spark action. Events like COP28 bring together people who are in a position to influence policy, whereas my University talks focus more on individual behavior change. Overall, I want to leave audiences with a sense of urgency but also with practical steps they can implement. 

Q: Lastly, do you have any advice for aspiring advocates and entrepreneurs looking to make an impact in the sustainability space?

My advice would be to start with what genuinely drives you. Sustainability is a vast field, so finding your personal “why” will help keep you motivated.