Best Trends: 1,130 kilometres, 85 kg of luggage, 45 days of solitude. You’re opting for a new type of ‘extreme’ climate activism with your solo expedition to the South Pole. What prompted you to choose this path?

Lilith van Amerongen: I wanted to do something myself rather than waiting around for governments to take action. Buying a bamboo toothbrush and flying with a guilty conscience – that wasn’t enough for me. As a Nordic Nature Guide, I quickly realised that I wanted to go on an expedition where I could really challenge myself and also contribute to climate research at the same time – this is why I’ll be collecting snow samples for the Leibniz Institute for Tropospheric Research along the way. These samples will give scientists insights into weather patterns and climate systems and help to improve climate models.

Best Trends: What do you hope to achieve beyond the scientific aspect of your expedition?

Lilith: With my journey to the end of the world, both figuratively and literally, I want to make a powerful statement about the global impact of climate change – and demonstrate to the signatories of the Paris Agreement that if I, a 24-year-old, can embark on an Antarctic expedition on my own, they have to collectively meet their legally binding climate protection obligations at last and take immediate action.

Best Trends: What do you think companies can learn from your expedition when it comes to authentic communication on sustainability?

Lilith: For me, authenticity comes from genuine passion. By taking risks and pushing for tangible results, I’m building a deeper connection with people who follow my story. So, it’s important to back up your words with action. From a company perspective, this means having to connect the brand with real, measurable initiatives and actions that make a genuine difference. Brands should show courage in order to stand out credibly with their sustainability communication. It becomes authentic when the ‘how’ and ‘why’ behind activities are made clear. That’s how to make things work with Gen Z, too.

Best Trends: Serviceplan is supporting you and your objective with PR communication. How can other companies or individuals support you in your mission?

Lilith: My expedition requires intensive preparation, the best equipment and much more – so it’s not only a big investment personally, but also financially – I can’t manage it all on my own. This is why I’m currently on the lookout for partners and companies that share my passion for creating positive change and that want to support me. People can also support me privately via my GoFundMe.