By sharing his journey from being an aspiring tennis professional to an online entrepreneur focused on sustainability communications, Clemens emphasized the importance of positive news, the challenges of reaching audiences with uplifting content, and the impact of social media algorithms. We also dove into sustainability communication, the role of AI in content creation, and strategies for engaging audiences effectively. Clemens’ insights highlight the need for a balanced approach to media, emphasizing the importance of both positive messaging and the responsible use of technology.