In this episode of Perspectives, we sit down with Don Meek, Managing Director of A New Earth Project at Atlantic Packaging, whose career spans sports media, global channel launches at Sony Pictures, and digital leadership at Tribune Company.

What began as a surfboard shipping redesign evolved into A New Earth Project — a values-led storytelling platform focused on accelerating sustainability across the packaging supply chain. Don shares how empathy in sales became empathy in storytelling, and how content can help drive systems-level change.

This conversation explores:

• Why understanding your customer is the foundation of storytelling

• How sustainability is reshaping market demand and legislation

• What it means to build a “new grammar of value” inside a legacy business

• How brand platforms can create momentum beyond marketing