Existing spokespeople such as climate scientists, journalists and government officials have an important role in helping the public understand climate change and what it means to them. But not enough energy is invested in supporting these groups to communicate the issue effectively1. While some useful resources exist, such as the IPCC’s communications handbook for climate scientists, these efforts must be more widespread and comprehensive.
To meet the challenge of the climate crisis, the way trusted messengers communicate to the public is also in need of change. For too long, climate discourses have been defined by calls for individual behavior change, rather than system-level action. But attention is starting to shift towards recognizing the role of corporations and governments — not least through initiatives such as The YEARS Project:
Joel Bach
Moving Beyond the Individual
Over time, we have become firm believers in communicating to the public that it is not their responsibility to solve the climate crisis — but rather that of companies, institutions and governments. Too many of us have fallen sway to the idea that we as individuals are responsible for this mess. That if only we were to recycle more, fly less, eat better and generally lower our carbon footprint, the climate crisis would be solved. The YEARS Project is working to dispel this myth: The truth is that we are simply not going to achieve the needed carbon reduction goals to stabilize planetary warming without massive intervention by both major companies and governments.
That’s not to say that individual actions aren’t important. They are. They catalyze more individual action, including community action. We will always welcome, support and encourage individual action. But we are determined to flip the narrative and communicate to the public that the onus for solving climate change falls not on them, but on those most responsible for the crisis. As such, our communications efforts are laser-focused on moving corporations and governments to take action — as well as motivating individuals to urge such action.
In 2021, we launched The Accountability Project, pressuring large international brands to either take bolder steps towards climate progress or reverse their practices that support the fossil fuel industry. We’ve partnered with a wide variety of campaign organizations and have created social-first digital ads, both video and static, to drive viewers to those campaigns. We’re very strategic in the placement of our ads — they are not for public consumption. Instead, we’re trying to reach people associated with each target brand — upper management, employees, shareholders and customers. The great advantage of paid ads on social media is that we are able to reach these target audiences, and see with precision the amount of engagement and lift each ad produces. In one recent case, we saw an attitudinal shift of 42% among employees at a brand. In another case, 81% of customers took a pledge to stop buying Toyotas until the company cleaned up its act — only because of our ads. Most importantly, we’re seeing our target brands start to move in the right direction and make long overdue climate pledges.
For our Building Up and Reaching Out campaign, we create video content with and for predominantly Black-, Brown-, Indigenous- and women-led climate frontline organizations to highlight community-based solutions and environmental justice efforts. In addition to Hollywood-caliber, emotionally-resonant and movement-accountable film production, we’ve implemented our same distribution plan for these "solutionaries" to reach millions, aiming to enlist more people to the climate fight by showing them the many ways in which race, economic justice and equity are all tied to the climate crisis. We also help frontline communities increase their influence for large-scale climate action, and support their fundraising and mobilization efforts. Our frontline partners are seeing increased attention to frontline narratives, a large increase in donations and recruiting as a result of our collaborations.
As the pandemic turned the world upside down in 2020, we took time to reflect on how we could best serve the movement as a digital climate communications organization. We decided that in addition to running our own campaigns, we ought to lend our digital and storytelling expertise to others. Every year, we are on the lookout for campaigns that are moving the dial but need that extra push — organizations that could win more of their fights if only they had digital assistance. To find those campaigns and organizations, we created Inside the Movement, the first-ever climate newsletter and action portal featuring the latest campaigns, actions, news, science and shareable content of the climate movement.
The climate crisis has moved beyond being a purely scientific issue and is now one of politics and communication, the media landscape must be utilized to facilitate the transformative change that needs to happen to avert severe future impacts. In order to create an informed public, increase policy support and inspire meaningful personal engagement, four things need to happen in the media industry:
- Journalists must be confident to communicate high-quality, unbiased and accessible information with regards to climate change and solutions.
- Media should be used in a democratic and educational way, moving away from sensationalism and towards increasing climate literacy.
- Public trust should be rebuilt with the help of relatable and diverse spokespeople and through an intersectional lens.
- Diversification of imagery and spokespeople in climate change in order to increase its representativity.
People trust the following climate spokespeople to tell the truth about climate change and what actions should be taken: scientists and climate experts (76%), ‘a person like myself’ (67%), national environmental authorities (62%), heads of NGOs (60%), and climate activists (58%). The report recommends showing the benefits of climate action for society and individuals - in particular health, their country’s global competitiveness and energy security, as well as job creation.2 Peisker recommends focusing on regional environmental events and issues (particularly salient ones like flood and drought) to reduce psychological distance.3
Diversifying the imagery and spokespeople associated with climate change is crucial to broaden its relevance. By reaching out to and supporting representatives from various social groups, each with their unique concerns, we can facilitate more inclusive conversations and move beyond already familiar perspectives. By promoting communicators who speak authentically and with integrity, we can bring climate change to the forefront, using language and themes that resonate with a wider audience.4
Sweta Chakraborty, PhD
Building Trust
It has long been established that a failure to manage trust results in a failure to manage risk. Mapping perceptions has the potential to uncover and manage previously overlooked cognitive triggers, such as trust, that have been established to be of consequence in how communications are processed and interpreted.
Behavioral science literature has shown that up to 50% of the variance in decision-making is attributed to how trusted the communicator is to an audience; it’s also been established that there is an immediate shared trust when the communicator resembles the recipient.
Identifying a network of trained communicators that resemble the audiences needing to be reached is an empirically founded strategy for successful risk communication. Building relationships with potential spokespeople who hail from the communities looking to be reached is a sound recommendation rooted in behavioral science.
To support people in engaging with the climate crisis in a meaningful way, governments, businesses and institutions will need to work with trusted messengers. Research in the UK found that climate scientists, respected activists, and relatable peers (‘people like me’) regularly rank highest in terms of credibility and trust.5 But their potential as climate mobilizers is frequently under-utilized.
In the US, the majority of people trust NASA (74%), followed by family and friends (74%) and climate scientists (71%). Doctors (69%), TV weather reporters (64%), the Environmental Protection Agency (65%), environmental organizations (63%), teachers (61%) and the American Medical Association (61%) are also trusted to deliver reliable information on climate change.6 These messengers should be engaged to communicate the harm that climate change is already doing to communities - such as health impacts and damage to homes and other infrastructure from extreme weather.7 In contrast, only 30% of registered voters in the US trust the Fox News Channel as a source of information about climate change, and 24% trust oil and gas companies.6
Activists are key players in the communication landscape, but often do not receive formal training — a missed opportunity, seeing as their passion and authenticity holds immense potential for mobilizing the public. Organizations such as NEON recognize this challenge, and work to train activists and campaigners in effective communications for broadcast media, providing regular messaging guides on nuanced issues such as climate justice, the cost-of-living crisis, or upcoming UN climate summits.8
Another US-based study by More in Common and the American Press Institute this year showed that people want a balance of positive and negative news stories, as well as more solutions-focused journalism. While most Americans value “spotlighting problems in order to solve them”, 63% say that the media should do more to “report on solutions as much as problems”. Fortunately, this trend is already mirrored in the profession, with a survey by Reuters Institute showing that about three quarters of 303 surveyed international media leaders plan to do more solutions-oriented journalism, and tho thirds planning to publish more inspiring content.9
The study also showed that local media was seen as better than national media at focusing on issues that affect people’s everyday lives and helping them have a voice. These outlets hold a lot of promise in being people’s first point of engagement with climate issues — highlighting local impacts on the environment, community and employment, as well as the benefits of climate action.
The ways in which we communicate about climate change hold immense power — shaping both our perception and actions. Research on framing shows us that human understanding is influenced by both logical reasoning and deep-seated emotions. To transform climate communication, data dissemination alone is not enough. Our messaging must resonate with people’s existing cognitive and emotional structures. Current narratives around climate change are an amalgamation of scientific data, political beliefs, values, and public trust — success stories and grim portrayals both play a role in effective communication, but a balance between the two is vital to foster constructive engagement. An overemphasis on the catastrophic impacts of climate change can cause resignation, while an exclusively upbeat outlook might result in complacency. The key is to strike the right chord between urgency and hope — between the scale of the crisis and the knowledge that we can still avert the worst impacts.
The media landscape reflects an evolving understanding of this balance. There's a growing desire for solutions-based journalism, which, while acknowledging the problem, also sheds light on tangible ways to address it. The role of the creative sector also cannot be understated. Storytelling, backed by data and expert insights, can be a powerful tool for change. By crafting narratives that merge urgency with hope, we can galvanize people into action and push us closer to a sustainable future. But to do this, we must utilize existing communicators’ capacity to mobilize public action — from scientists, journalists, business and creative leaders.
Effective communication on climate change is key in driving meaningful engagement and action. While established spokespeople, including scientists and journalists, have been at the forefront of this work, their potential remains under-tapped. Emphasizing both the urgency of the crisis and the promise of solutions is pivotal to avoid complacency and despair — the media's current trajectory towards solutions-focused journalism is encouraging, with the creative sector playing a pivotal role in storytelling that drives change.
Harnessing the unique strengths of varied communicators, from diverse backgrounds and expertise, is essential. In addition to existing spokespeople and communication channels, there's a need to train activists — especially from younger generations — in effective communication strategies. Their passion and energy, coupled with effective messaging, can be a game-changer in driving climate action. Further, our pool of climate spokespeople needs to be expanded to encompass the creative industry. Artists, filmmakers, musicians, and other creatives have a unique ability to convey complex ideas in relatable terms — making them invaluable in the climate conversation. By integrating their voices into climate discourses, we can craft a richer, more diverse narrative that resonates with a broader audience.
By connecting messages of urgency with hope, tangible solutions with overarching narratives, and local insights with global perspectives, we can inspire collective action towards a sustainable future. But to do this, we must invest in, empower, and leverage the power of voices that are trusted by the public.
Transforming Climate Communications
Effective climate communication requires more than just facts and figures. It requires engaging stories that can connect with a wide audience — fostering hope, optimism, and a vision for transformative change. Storytelling can help us frame the challenge ahead of us around opportunity and collaboration, evolving climate communications to engage the public on a more meaningful level.
Keep reading- McLoughlin N, Corner A, Clarke J, Whitmarsh L, Capstick S, Nash N. Mainstreaming Low-Carbon Lifestyles. Oxford: Climate Outreach; 2019. https://climateoutreach.org/reports/mainstreaming-low-carbon-lifestyles/
- Edelman. Edelman Trust Barometer Special Report 2022 - Trust and Climate Change.; 2022:58. https://www.edelman.com/sites/g/files/aatuss191/files/2022-11/2022%20Edelman%20Trust%20Barometer%20Special%20Report%20Trust%20and%20Climate%20Change%20FINAL_0.pdf
- Peisker J. Context matters: The drivers of environmental concern in European regions. Glob Environ Change. 2023;79:102636. doi:10.1016/j.gloenvcha.2023.102636
- Mountford H. COP27: Four key storylines that will shape the climate agenda in 2023. ClimateWorks Foundation. Published 2022. Accessed May 23, 2023. https://www.climateworks.org/blog/cop27-four-key-storylines-that-will-shape-the-climate-agenda-in-2023/
- The Behavioural Insights Team. How to Build a Net Zero Society: Using Behavioural Insights to Decarbonise Home Energy, Transport, Food, and Material Consumption.; 2023. https://www.bi.team/publications/how-to-build-a-net-zero-society/
- Leiserowitz A, Maibach E, Rosenthal S, et al. Politics & Global Warming, April 2022. Yale Program on Climate Change Communication. Published 2022. Accessed March 20, 2023. https://climatecommunication.yale.edu/publications/politics-global-warming-april-2022/toc/11/
- Leiserowitz A, Maibach E, Rosenthal S, et al. Climate Change in the American Mind: Beliefs and Attitudes, Spring 2023. Yale Program on Climate Change Communication. Published June 8, 2023. Accessed August 24, 2023. https://climatecommunication.yale.edu/publications/climate-change-in-the-american-mind-beliefs-attitudes-spring-2023/
- NEON. Messaging & Narrative. Published 2023. Accessed May 25, 2023. https://www.neweconomyorganisers.org/work/support-resources/messaging-narrative
- More in Common. Americans seek stories of solutions and inspiration from the media. More in Common US Newsletter. Published March 10, 2023. Accessed May 23, 2023. https://moreincommon.substack.com/p/americans-seek-stories-of-solutions
Figure 73: Perception of Americans about the desired narratives about society. Source: More in Common and the American Press Institute.
Figure 74: The Accountability Project pressured large international brands to take action to tackle the climate crisis.
Source: TED & John Marshall
Existing spokespeople such as climate scientists, journalists and government officials have an important role in helping the public understand climate change and what it means to them. But not enough energy is invested in supporting these groups to communicate the issue effectively1. While some useful resources exist, such as the IPCC’s communications handbook for climate scientists, these efforts must be more widespread and comprehensive.
To meet the challenge of the climate crisis, the way trusted messengers communicate to the public is also in need of change. For too long, climate discourses have been defined by calls for individual behavior change, rather than system-level action. But attention is starting to shift towards recognizing the role of corporations and governments — not least through initiatives such as The YEARS Project:
Joel Bach
Moving Beyond the Individual
Over time, we have become firm believers in communicating to the public that it is not their responsibility to solve the climate crisis — but rather that of companies, institutions and governments. Too many of us have fallen sway to the idea that we as individuals are responsible for this mess. That if only we were to recycle more, fly less, eat better and generally lower our carbon footprint, the climate crisis would be solved. The YEARS Project is working to dispel this myth: The truth is that we are simply not going to achieve the needed carbon reduction goals to stabilize planetary warming without massive intervention by both major companies and governments.
That’s not to say that individual actions aren’t important. They are. They catalyze more individual action, including community action. We will always welcome, support and encourage individual action. But we are determined to flip the narrative and communicate to the public that the onus for solving climate change falls not on them, but on those most responsible for the crisis. As such, our communications efforts are laser-focused on moving corporations and governments to take action — as well as motivating individuals to urge such action.
In 2021, we launched The Accountability Project, pressuring large international brands to either take bolder steps towards climate progress or reverse their practices that support the fossil fuel industry. We’ve partnered with a wide variety of campaign organizations and have created social-first digital ads, both video and static, to drive viewers to those campaigns. We’re very strategic in the placement of our ads — they are not for public consumption. Instead, we’re trying to reach people associated with each target brand — upper management, employees, shareholders and customers. The great advantage of paid ads on social media is that we are able to reach these target audiences, and see with precision the amount of engagement and lift each ad produces. In one recent case, we saw an attitudinal shift of 42% among employees at a brand. In another case, 81% of customers took a pledge to stop buying Toyotas until the company cleaned up its act — only because of our ads. Most importantly, we’re seeing our target brands start to move in the right direction and make long overdue climate pledges.
For our Building Up and Reaching Out campaign, we create video content with and for predominantly Black-, Brown-, Indigenous- and women-led climate frontline organizations to highlight community-based solutions and environmental justice efforts. In addition to Hollywood-caliber, emotionally-resonant and movement-accountable film production, we’ve implemented our same distribution plan for these "solutionaries" to reach millions, aiming to enlist more people to the climate fight by showing them the many ways in which race, economic justice and equity are all tied to the climate crisis. We also help frontline communities increase their influence for large-scale climate action, and support their fundraising and mobilization efforts. Our frontline partners are seeing increased attention to frontline narratives, a large increase in donations and recruiting as a result of our collaborations.
As the pandemic turned the world upside down in 2020, we took time to reflect on how we could best serve the movement as a digital climate communications organization. We decided that in addition to running our own campaigns, we ought to lend our digital and storytelling expertise to others. Every year, we are on the lookout for campaigns that are moving the dial but need that extra push — organizations that could win more of their fights if only they had digital assistance. To find those campaigns and organizations, we created Inside the Movement, the first-ever climate newsletter and action portal featuring the latest campaigns, actions, news, science and shareable content of the climate movement.
The climate crisis has moved beyond being a purely scientific issue and is now one of politics and communication, the media landscape must be utilized to facilitate the transformative change that needs to happen to avert severe future impacts. In order to create an informed public, increase policy support and inspire meaningful personal engagement, four things need to happen in the media industry:
- Journalists must be confident to communicate high-quality, unbiased and accessible information with regards to climate change and solutions.
- Media should be used in a democratic and educational way, moving away from sensationalism and towards increasing climate literacy.
- Public trust should be rebuilt with the help of relatable and diverse spokespeople and through an intersectional lens.
- Diversification of imagery and spokespeople in climate change in order to increase its representativity.
People trust the following climate spokespeople to tell the truth about climate change and what actions should be taken: scientists and climate experts (76%), ‘a person like myself’ (67%), national environmental authorities (62%), heads of NGOs (60%), and climate activists (58%). The report recommends showing the benefits of climate action for society and individuals - in particular health, their country’s global competitiveness and energy security, as well as job creation.2 Peisker recommends focusing on regional environmental events and issues (particularly salient ones like flood and drought) to reduce psychological distance.3
Diversifying the imagery and spokespeople associated with climate change is crucial to broaden its relevance. By reaching out to and supporting representatives from various social groups, each with their unique concerns, we can facilitate more inclusive conversations and move beyond already familiar perspectives. By promoting communicators who speak authentically and with integrity, we can bring climate change to the forefront, using language and themes that resonate with a wider audience.4
Sweta Chakraborty, PhD
Building Trust
It has long been established that a failure to manage trust results in a failure to manage risk. Mapping perceptions has the potential to uncover and manage previously overlooked cognitive triggers, such as trust, that have been established to be of consequence in how communications are processed and interpreted.
Behavioral science literature has shown that up to 50% of the variance in decision-making is attributed to how trusted the communicator is to an audience; it’s also been established that there is an immediate shared trust when the communicator resembles the recipient.
Identifying a network of trained communicators that resemble the audiences needing to be reached is an empirically founded strategy for successful risk communication. Building relationships with potential spokespeople who hail from the communities looking to be reached is a sound recommendation rooted in behavioral science.
To support people in engaging with the climate crisis in a meaningful way, governments, businesses and institutions will need to work with trusted messengers. Research in the UK found that climate scientists, respected activists, and relatable peers (‘people like me’) regularly rank highest in terms of credibility and trust.5 But their potential as climate mobilizers is frequently under-utilized.
In the US, the majority of people trust NASA (74%), followed by family and friends (74%) and climate scientists (71%). Doctors (69%), TV weather reporters (64%), the Environmental Protection Agency (65%), environmental organizations (63%), teachers (61%) and the American Medical Association (61%) are also trusted to deliver reliable information on climate change.6 These messengers should be engaged to communicate the harm that climate change is already doing to communities - such as health impacts and damage to homes and other infrastructure from extreme weather.7 In contrast, only 30% of registered voters in the US trust the Fox News Channel as a source of information about climate change, and 24% trust oil and gas companies.6
Activists are key players in the communication landscape, but often do not receive formal training — a missed opportunity, seeing as their passion and authenticity holds immense potential for mobilizing the public. Organizations such as NEON recognize this challenge, and work to train activists and campaigners in effective communications for broadcast media, providing regular messaging guides on nuanced issues such as climate justice, the cost-of-living crisis, or upcoming UN climate summits.8
Another US-based study by More in Common and the American Press Institute this year showed that people want a balance of positive and negative news stories, as well as more solutions-focused journalism. While most Americans value “spotlighting problems in order to solve them”, 63% say that the media should do more to “report on solutions as much as problems”. Fortunately, this trend is already mirrored in the profession, with a survey by Reuters Institute showing that about three quarters of 303 surveyed international media leaders plan to do more solutions-oriented journalism, and tho thirds planning to publish more inspiring content.9
The study also showed that local media was seen as better than national media at focusing on issues that affect people’s everyday lives and helping them have a voice. These outlets hold a lot of promise in being people’s first point of engagement with climate issues — highlighting local impacts on the environment, community and employment, as well as the benefits of climate action.
The ways in which we communicate about climate change hold immense power — shaping both our perception and actions. Research on framing shows us that human understanding is influenced by both logical reasoning and deep-seated emotions. To transform climate communication, data dissemination alone is not enough. Our messaging must resonate with people’s existing cognitive and emotional structures. Current narratives around climate change are an amalgamation of scientific data, political beliefs, values, and public trust — success stories and grim portrayals both play a role in effective communication, but a balance between the two is vital to foster constructive engagement. An overemphasis on the catastrophic impacts of climate change can cause resignation, while an exclusively upbeat outlook might result in complacency. The key is to strike the right chord between urgency and hope — between the scale of the crisis and the knowledge that we can still avert the worst impacts.
The media landscape reflects an evolving understanding of this balance. There's a growing desire for solutions-based journalism, which, while acknowledging the problem, also sheds light on tangible ways to address it. The role of the creative sector also cannot be understated. Storytelling, backed by data and expert insights, can be a powerful tool for change. By crafting narratives that merge urgency with hope, we can galvanize people into action and push us closer to a sustainable future. But to do this, we must utilize existing communicators’ capacity to mobilize public action — from scientists, journalists, business and creative leaders.
Effective communication on climate change is key in driving meaningful engagement and action. While established spokespeople, including scientists and journalists, have been at the forefront of this work, their potential remains under-tapped. Emphasizing both the urgency of the crisis and the promise of solutions is pivotal to avoid complacency and despair — the media's current trajectory towards solutions-focused journalism is encouraging, with the creative sector playing a pivotal role in storytelling that drives change.
Harnessing the unique strengths of varied communicators, from diverse backgrounds and expertise, is essential. In addition to existing spokespeople and communication channels, there's a need to train activists — especially from younger generations — in effective communication strategies. Their passion and energy, coupled with effective messaging, can be a game-changer in driving climate action. Further, our pool of climate spokespeople needs to be expanded to encompass the creative industry. Artists, filmmakers, musicians, and other creatives have a unique ability to convey complex ideas in relatable terms — making them invaluable in the climate conversation. By integrating their voices into climate discourses, we can craft a richer, more diverse narrative that resonates with a broader audience.
By connecting messages of urgency with hope, tangible solutions with overarching narratives, and local insights with global perspectives, we can inspire collective action towards a sustainable future. But to do this, we must invest in, empower, and leverage the power of voices that are trusted by the public.
Figure 73: Perception of Americans about the desired narratives about society. Source: More in Common and the American Press Institute.
Figure 74: The Accountability Project pressured large international brands to take action to tackle the climate crisis.
Source: TED & John Marshall
Transforming Climate Communications
Effective climate communication requires more than just facts and figures. It requires engaging stories that can connect with a wide audience — fostering hope, optimism, and a vision for transformative change. Storytelling can help us frame the challenge ahead of us around opportunity and collaboration, evolving climate communications to engage the public on a more meaningful level.
Keep reading- McLoughlin N, Corner A, Clarke J, Whitmarsh L, Capstick S, Nash N. Mainstreaming Low-Carbon Lifestyles. Oxford: Climate Outreach; 2019. https://climateoutreach.org/reports/mainstreaming-low-carbon-lifestyles/
- Edelman. Edelman Trust Barometer Special Report 2022 - Trust and Climate Change.; 2022:58. https://www.edelman.com/sites/g/files/aatuss191/files/2022-11/2022%20Edelman%20Trust%20Barometer%20Special%20Report%20Trust%20and%20Climate%20Change%20FINAL_0.pdf
- Peisker J. Context matters: The drivers of environmental concern in European regions. Glob Environ Change. 2023;79:102636. doi:10.1016/j.gloenvcha.2023.102636
- Mountford H. COP27: Four key storylines that will shape the climate agenda in 2023. ClimateWorks Foundation. Published 2022. Accessed May 23, 2023. https://www.climateworks.org/blog/cop27-four-key-storylines-that-will-shape-the-climate-agenda-in-2023/
- The Behavioural Insights Team. How to Build a Net Zero Society: Using Behavioural Insights to Decarbonise Home Energy, Transport, Food, and Material Consumption.; 2023. https://www.bi.team/publications/how-to-build-a-net-zero-society/
- Leiserowitz A, Maibach E, Rosenthal S, et al. Politics & Global Warming, April 2022. Yale Program on Climate Change Communication. Published 2022. Accessed March 20, 2023. https://climatecommunication.yale.edu/publications/politics-global-warming-april-2022/toc/11/
- Leiserowitz A, Maibach E, Rosenthal S, et al. Climate Change in the American Mind: Beliefs and Attitudes, Spring 2023. Yale Program on Climate Change Communication. Published June 8, 2023. Accessed August 24, 2023. https://climatecommunication.yale.edu/publications/climate-change-in-the-american-mind-beliefs-attitudes-spring-2023/
- NEON. Messaging & Narrative. Published 2023. Accessed May 25, 2023. https://www.neweconomyorganisers.org/work/support-resources/messaging-narrative
- More in Common. Americans seek stories of solutions and inspiration from the media. More in Common US Newsletter. Published March 10, 2023. Accessed May 23, 2023. https://moreincommon.substack.com/p/americans-seek-stories-of-solutions
