Environmentalism is failing, the approaches that are dominant are just not sufficient. As a movement, we need to change. We need do what we are currently doing differently, and we need to do some different things.
With your help, at The Miracle Inn, we will figure out precisely what is to be done.
About us
Founded in 2026, The Miracle Inn is a CIC, membership organisation, and ‘third place’. We are small, member-led, and exist to do two key things:
We facilitate the development and spread of new approaches to environmentalism.
We develop and put these new approaches to environmentalism into practice.
Founder members of The Miracle Inn will play an active role in developing and deciding upon the work we do as an organisation. Anyone who joins The Miracle Inn in our first year will forever be classed as Founder member, but they will not have any additional rights or privileges over members who join in the future.
Solidarity members have all the same rights as founder members, the only difference is that they pay a bit more to give additional support to The Miracle Inn. Members play an active role in developing and deciding upon the work we do as an organisation. Anyone who joins The Miracle Inn in our first year as a Solidarity member, will also forever be classed as Founder member. Neither Founder members nor Solidarity members have any additional rights or privileges over members who join as Standard members in the future.
Meet the team
Executive Director - Morgan Phillips
Morgan founded The Miracle Inn in 2026. He is an educator and environmentalist from west Wales. He has worked in the climate change and sustainability sector for 20+ years for, amongst others, Global Footsteps, Keep Britain Tidy, The Glacier Trust, and Global Action Plan. Morgan made the case for a new approach to environmentalism in a TEDx talk in 2025 titled Why is environmentalism failing? (watch below, or read the transcript). The Miracle Inn is built upon the thinking set out in this talk.
Non-Executive Director - Andy Middleton
Andy is a sustainability leader, social entrepreneur, and systems thinker with more than 35 years of experience as a CEO, board member, activist, and advisor. He has dedicated his career to helping organisations, entrepreneurs, and communities address complex environmental and social challenges through innovation, collaboration, and systems change. As a Mentor and impact specialist at Unreasonable, Andy works with global partners, investors, and mentors to help impact-driven ventures scale their reach and influence. A sought-after speaker and facilitator, he has inspired audiences worldwide on sustainability, regeneration, wellbeing, social justice, and the future of business.
Non-Executive Director - Rob Bowden
Rob is an educator, writer, researcher, and learning specialist with extensive experience in global learning, values-based education, and social change. Through his work with Global Development Institute and Lifeworlds Learning, he has supported schools, communities, and organisations in developing innovative approaches to learning, sustainability, cooperation, and global citizenship. Rob has authored educational publications, designed learning programmes, and facilitated projects exploring peace, social justice, and systems thinking. His work focuses on helping people navigate complexity, strengthen connections, and create positive change through transformative learning and collaboration.
How environmentalism is changing
For four decades three approaches have dominated the work done by environmentalists:
The cognitive approach focuses on the transfer of knowledge from experts to the general public.
The behavioural approach deploys various nudges, incentives, and motivational levers to encourage ‘green living’.
The technological approach is built on an assumption that it is possible to ‘technology’ our way out of the climate and ecological crisis.
These approaches have had some successes, but are failing to bring about the level of change required to tackle the crisis we are now well and truly in.
Emergent is a culture shifting ‘cultural approach’ that goes deeper. It focuses on deeper root causes - hyper-individualism, social atrophy, nature separation, inequality - and the creation of the conditions from which ‘fundamental changes to how society functions’ (IPCC, 2023) can emerge.
Our manifesto
We believe that fundamental changes to how societies function are possible and imminent. Our theory of change sets out how these changes will come about. This manifesto sets out how we will contribute to the change process that is already underway.
To join The Miracle Inn is to join an organisation committed to six key areas of work. It is through this work that we will support and strengthen the communities and networks we serve. :
On Neoliberalism:
(i) Build acceptance, within the environmental movement, that neoliberal capitalism is likely ending.
(ii) Collectively examine what this means for how the goals of social justice, climate stability, and ecological thriving are being pursued.On Environmentalism:
(i) Support efforts to redefine what environmental education and environmentalism are, and need to be, at a time when (a) neoliberal capitalism is breaking down, and (b) the climate and ecological crisis is reaching and passing key tipping points.
(ii) Workshop, co-develop, and profile the new ‘culture shifting’ forms of environmentalism that are emerging.
(iii) Walk the talk: Demonstrate the new ‘culture shifting’ forms environmentalism by delivering them locally, nationally, and globally (see points 3 – 6)On Hyper-Individualism:
(i) Expose hyper-individualism as a key root cause problem that (a) drives extensive personal, social and environmental harms; and (b) inhibits the collective action needed to alleviate or reduce those harms.
(ii) Actively campaign against the forces that exacerbate hyper-individualism.
(iii) Rein hyper-individualism in by addressing its symptoms (esp. Social Atrophy) and by developing its antidotes (Interdependence and Social Infrastructure).On Social Atrophy:
(i) Raise awareness and understanding of social atrophy as a specific, problematic, phenomenon associated with hyper-individualism.
(ii) Amplify, develop and deliver actions and activities that rebuild our social ‘muscles.’
(iii) Advocate for government and corporate policies that have the power to reverse social atrophy.On Interdependence:
(i) Support adults and young people to (a) critique the idea of the ‘rugged’ independent self; and (b) explore what it means to think of oneself as an interdependent self.
(ii) Support, network, and grow the emergent ‘Movement for Interdependence’.On Social Infrastructure:
(i) Promote and facilitate the use of existing forms of social infrastructure.
(ii) Create and run new forms of social infrastructure.
(iii) Campaign and advocate for high quality forms of online and real world social infrastructure.