New Friends of the Earth Chief Warns Movement Must Broaden Appeal

Asad Rehman, the newly appointed head of Friends of the Earth, has warned that the UK’s environmental movement risks losing public support unless it becomes more representative and relevant to ordinary people. Rehman, who is the organisation’s first leader of colour, says the sector’s image as “too white and middle-class” limits its reach — and its political influence.

In his first major statement as chief executive, Rehman urged a rethinking of how campaigners talk about climate change. Rather than focusing solely on distant imagery like polar bears or melting ice, he believes the movement should put everyday benefits front and centre — from cleaner air and lower energy bills to better public transport and healthier neighbourhoods.

Rehman’s call reflects a growing recognition among campaigners that environmental messaging needs to be rooted in people’s lived experience, particularly in working-class and ethnically diverse communities. He also suggested that the sector must do more to appeal to those who might not see themselves as traditional environmentalists, including rural voters and those aligned with political parties outside the mainstream green movement.

Supporters say Rehman’s appointment could help bridge the gap between climate activism and wider society, bringing in voices and ideas that have been overlooked. “This is about making the climate movement a truly national movement,” he said.