From a leading young activist: a wake-up call to a culture that asks us to normalize so much that is not normal and a challenge to the dominant narratives, asking us to rethink our roles and responsibility.

Structured in four parts, author Clover Hogan takes us through The Architecture of Denial, Breaking the Illusion, The Cost of Being Awake and finally The End of Pretending. The chapters are pithy, perceptive and sometimes excoriating, but also human, vulnerable and funny. Clover examines how social media turns outrage into currency, misdirecting accountability into individual responsibility. She names the dismissal of the concerns of young people as intergenerational gaslighting, calls out performative pain, explores the eco-sin confessional and ends with how to stop the pretence: embracing both grief and joy, accepting when to walk away – and knowing when to act. Together. 

This is not a book about climate doom, but a cultural criticism of our times. In Clover’s words, most people CARE but they feel they can’t do anything, so they pretend everything’s fine. The End of Pretending will give you a practical roadmap to navigate the complexities of our times and re-engage with resilience and agency. We don't need 100 perfect activists, but millions of imperfect ones. 

About The Author

Clover Hogan is a 26-year-old climate activist and the founder of Force of Nature—the global youth non-profit turning climate anxiety into action. She has worked alongside the world’s leading authorities on sustainability, consulted within the boardrooms of Fortune 50 companies and counselled heads of state. Clover has taken the stage with global change-makers such as Jane Goodall and Vandana Shiva, and interviewed the 14th Dalai Lama. Her TED talk, 'What to do when climate change feels unstoppable', has been viewed 2 million times. At 22 she was recognised on the Forbes 30 Under 30 list, and has featured in outlets including the Guardian, the BBC, the New York Times, the FT and Vogue. 

Clover is a recognised voice in the climate movement. Her work with high-profile NGOs (the UN, Global Optimism, WWF, Greenpeace, TED), activist groups (Fridays for the Future, Extinction Rebellion, Just Stop Oil) as well as corporations (P&G, Unilever, Nike, M&S), has helped her build an engaged community of professionals. She is in the unique position of being able to speak at protests and within boardrooms alike.   

She has tapped into the zeitgeist with a number of viral moments, from being turned into a meme by Elon Musk (+75m online impressions), to her appearance on Subway Takes (+4m online impressions) in 2025.