To effectively engage the public on the climate crisis, it is necessary to adopt an ecosystem view of climate communication that considers the individual, collective and systemic levels, examining all dimensions of the problem. This means reversing the breakdown of complexity and reintroducing nuance into climate messaging, acknowledging that climate change is not just an environmental problem, but also a social and economic crisis. Communication strategies should therefore address the various impacts climate change has on society, including social justice issues and economic implications. As part of this, it will be crucial to highlight the need for holistic and collaborative solutions, as well as co-benefits of climate action.1 Effective communication should emphasize the opportunities for positive change and the potential benefits of taking ambitious climate action.
Ross Findon
New rules means new scores
Just as we need good intentions to become good actions, we need good actions to be measurable so we can learn, improve and scale. Communications and creativity are extensions of the same business models which have led us to the problems we face today. Our economy is a production and consumption conveyor belt – taking resources, turning them into stuff to sell, throwing it away; it’s take, make, waste, on repeat. As creatives and communicators we are tied to this approach. Our work is often paid for by it. Often, we are the connective tissue between corporation and customer, policymaker and voter, cause and supporter.
Just as we have seen other industries start to transform, in the face of public, political, and internal pressure, the creative and communications worlds are starting to shift. And, as we change the game, change the rules, and change the players, we need to think about how we keep score. We need to create clarity about how our work supports positive impact. That means metrics and data that quantify whether we are displacing the bad with the good or just adding to the mountain of stuff. We need to demonstrate that reach and engagement go further than creating awareness and actually drive positive, meaningful action. We need to show the industries we enable, the value of a sustainable and circular economy.
Ecosystem models can be a powerful tool for communication, and overcome some of the caveats that come with either top-down or bottom-up approaches. Hodson proposes a three level system:2
- On the micro level, people’s perception of a message is influenced by attitudes, beliefs, and societal norms.
- On the meso level, individuals are influenced by their families, communities, and workspaces.
- On the macro level, we are influenced by societal values, national and international policies - all of which are influenced by the micro and meso levels.
In Minding the Climate, neurosurgeon Ann-Christine Duhaime stresses the urgency of addressing the climate crisis from multiple dimensions. An effective response to the climate crisis demands change at all levels — from individual choices to organizational and political shifts. Individual decisions on the Micro Level, like choosing to purchase an electric car, hinge on broader systemic support such as affordable pricing and the availability of charging stations. On the other hand, organizational changes on the Meso Level can only take root if both leadership and employees prioritize environmental considerations.3
All of these shifts begin with transforming our mindsets — whether addressing personal carbon footprints on the Micro Level or influencing societal and policy directions on the Macro Level, the underlying psychological frameworks governing decision making remain consistent. Understanding how individuals make decisions, and which communication approaches are effective (see Human Psychology For Catalyzing Action), can help us affect change at larger scales — reaching from the micro, meso, to the macro level.
Any new communication effort will need to overcome the fragmentation of the climate movement and NGOs, who sit between the Micro and Macro level and therefore hold power to influence both. The complex challenge climate change poses necessitates a united network working towards a common goal, acknowledging the diversity of perspectives and lived experiences. This will require the creation of a collaborative platform that brings together different actors from different sectors — such as civil society, business, government and academia, working together towards a common goal (see Lessons Learned From Other Efforts).
It is clear that climate change needs a stronger media presence to reach the public. Without an informed and engaged public, it will be difficult to build the political will to achieve the necessary changes needed to meet climate and nature challenges. Involving the public across all Ecosystem Levels will be crucial in building support for policy changes and the societal transformation required for a livable planet and a sustainable future.
Addressing the climate crisis effectively requires an approach that encompasses varied sectors and perspectives, harnesses the power of effective language, and navigates the challenges of a complex media landscape. As we work towards a sustainable future, we must craft our narratives in a way that resonates with the public, ensuring that our calls to action are not just heard, but profoundly felt and universally acted upon. One group which has been incredibly effective in doing so, while being persistently underfunded, is the activist community.
The Case for Funding Climate Advocacy
In the early stages of coordinated climate philanthropy, directly educating and influencing policymakers could drive reductions in carbon emissions across various sectors — but today's climate policy changes require extensive public support from a diverse array of engaged stakeholders.
Keep reading- Olano LV. Communicating the Climate Crisis. Climate-XChange. Accessed May 23, 2023. https://climate-xchange.org/communicating-the-climate-crisis/
- Hodson J. An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change. Feng GC, ed. Cogent Soc Sci. 2019;5(1):1625101. doi:10.1080/23311886.2019.1625101
- Duhaime AC. Minding the Climate: How Neuroscience Can Help Us Solve Our Environmental Crisis. Harvard University Press; 2022.
To effectively engage the public on the climate crisis, it is necessary to adopt an ecosystem view of climate communication that considers the individual, collective and systemic levels, examining all dimensions of the problem. This means reversing the breakdown of complexity and reintroducing nuance into climate messaging, acknowledging that climate change is not just an environmental problem, but also a social and economic crisis. Communication strategies should therefore address the various impacts climate change has on society, including social justice issues and economic implications. As part of this, it will be crucial to highlight the need for holistic and collaborative solutions, as well as co-benefits of climate action.1 Effective communication should emphasize the opportunities for positive change and the potential benefits of taking ambitious climate action.
Ross Findon
New rules means new scores
Just as we need good intentions to become good actions, we need good actions to be measurable so we can learn, improve and scale. Communications and creativity are extensions of the same business models which have led us to the problems we face today. Our economy is a production and consumption conveyor belt – taking resources, turning them into stuff to sell, throwing it away; it’s take, make, waste, on repeat. As creatives and communicators we are tied to this approach. Our work is often paid for by it. Often, we are the connective tissue between corporation and customer, policymaker and voter, cause and supporter.
Just as we have seen other industries start to transform, in the face of public, political, and internal pressure, the creative and communications worlds are starting to shift. And, as we change the game, change the rules, and change the players, we need to think about how we keep score. We need to create clarity about how our work supports positive impact. That means metrics and data that quantify whether we are displacing the bad with the good or just adding to the mountain of stuff. We need to demonstrate that reach and engagement go further than creating awareness and actually drive positive, meaningful action. We need to show the industries we enable, the value of a sustainable and circular economy.
Ecosystem models can be a powerful tool for communication, and overcome some of the caveats that come with either top-down or bottom-up approaches. Hodson proposes a three level system:2
- On the micro level, people’s perception of a message is influenced by attitudes, beliefs, and societal norms.
- On the meso level, individuals are influenced by their families, communities, and workspaces.
- On the macro level, we are influenced by societal values, national and international policies - all of which are influenced by the micro and meso levels.
In Minding the Climate, neurosurgeon Ann-Christine Duhaime stresses the urgency of addressing the climate crisis from multiple dimensions. An effective response to the climate crisis demands change at all levels — from individual choices to organizational and political shifts. Individual decisions on the Micro Level, like choosing to purchase an electric car, hinge on broader systemic support such as affordable pricing and the availability of charging stations. On the other hand, organizational changes on the Meso Level can only take root if both leadership and employees prioritize environmental considerations.3
All of these shifts begin with transforming our mindsets — whether addressing personal carbon footprints on the Micro Level or influencing societal and policy directions on the Macro Level, the underlying psychological frameworks governing decision making remain consistent. Understanding how individuals make decisions, and which communication approaches are effective (see Human Psychology For Catalyzing Action), can help us affect change at larger scales — reaching from the micro, meso, to the macro level.
Any new communication effort will need to overcome the fragmentation of the climate movement and NGOs, who sit between the Micro and Macro level and therefore hold power to influence both. The complex challenge climate change poses necessitates a united network working towards a common goal, acknowledging the diversity of perspectives and lived experiences. This will require the creation of a collaborative platform that brings together different actors from different sectors — such as civil society, business, government and academia, working together towards a common goal (see Lessons Learned From Other Efforts).
It is clear that climate change needs a stronger media presence to reach the public. Without an informed and engaged public, it will be difficult to build the political will to achieve the necessary changes needed to meet climate and nature challenges. Involving the public across all Ecosystem Levels will be crucial in building support for policy changes and the societal transformation required for a livable planet and a sustainable future.
Addressing the climate crisis effectively requires an approach that encompasses varied sectors and perspectives, harnesses the power of effective language, and navigates the challenges of a complex media landscape. As we work towards a sustainable future, we must craft our narratives in a way that resonates with the public, ensuring that our calls to action are not just heard, but profoundly felt and universally acted upon. One group which has been incredibly effective in doing so, while being persistently underfunded, is the activist community.
The Case for Funding Climate Advocacy
In the early stages of coordinated climate philanthropy, directly educating and influencing policymakers could drive reductions in carbon emissions across various sectors — but today's climate policy changes require extensive public support from a diverse array of engaged stakeholders.
Keep reading- Olano LV. Communicating the Climate Crisis. Climate-XChange. Accessed May 23, 2023. https://climate-xchange.org/communicating-the-climate-crisis/
- Hodson J. An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change. Feng GC, ed. Cogent Soc Sci. 2019;5(1):1625101. doi:10.1080/23311886.2019.1625101
- Duhaime AC. Minding the Climate: How Neuroscience Can Help Us Solve Our Environmental Crisis. Harvard University Press; 2022.
