A New Era In Climate Communications


The climate crisis is the biggest threat facing humanity — but also our biggest opportunity to build a better and more sustainable future. But to do this, we have to recognize the need to Refocus. The climate crisis is not an isolated issue — it is intricately connected with social justice, economic stability, and the natural ecosystems that sustain all life on earth. To tackle this polycrisis effectively, we need to view it through a multifaceted and intersectional lens.

To address what led to the lack of active engagement and literacy we see today, we must Rewind —  understanding the long history of misinformation from the fossil fuel sector, compounded by greenwashing brands and industries, as well as initiatives which effectively challenge practices undermining our collective sustainability efforts. By understanding these challenges better, we can build new frameworks which are more resilient against the threats of misinformation and greenwashing.

Many of the climate narratives we use are not necessarily the most effective, and often distant from the lived experience of many people. It is time to Rethink these narratives, structuring them in a way that resonates with the public. But to truly master the craft of impactful communication, we must delve deeper— aiming to Rewire our understanding of how our brains process climate change messages. With insights from psychology and neuroscience, we can create campaigns that resonate with the masses. Our call to Recreate climate communications is not just an option, but a necessity — by framing our messages in a way that balances urgency with hope and actionable steps, we can empower our audiences, fostering a sense of agency and inspiring collective action.

But it doesn’t stop at redesigning our messages — we must also Reimagine our visions of the future. Drawing from the world-class expertise of media, advertising and marketing — and their Brainprint — creatives can supercharge climate communications, literacy and action alike. The creative industry holds enormous promise to lead this transformation and emphasize the case for sustainability in the business community — inspiring a global effort to Recommit to a sharp focus on sustainability and genuine transformation.

Transformation isn’t just about adapting — it’s about facing reality and acting upon it. We must Resist the status quo which has created this global threat we face now. The emergence of active citizenship, the power of the youth climate movement, and the rise of influences using their reach to drive climate advocacy are testimonies to this resistance. Standing on the foundations of science, creativity and advocacy, we are ready to Restart into a new era of climate communications. By learning from successful efforts in the past and harnessing their lessons, we can reimagine the future and actively build it, shaping visions that inspire and mobilize a global push for climate action.

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Lessons Learned from Other Efforts

Climate change rhetoric has led people to fatalism, apathy, paralysis, despair or worse, indifference. For decades the story of the climate crisis has been told primarily through statistics, charts and graphs or through the prism of its dramatic consequences: hurricanes, floods, endangered species, houses on fires... This approach, oscillating between quantitative and alarming, has certainly created awareness of the problem, but it has failed to inspire the urgent and significant action needed to build a better future. In that regard, the climate crisis is also a crisis of imagination and storytelling. 
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Climate communication plays a crucial role in driving climate action by raising public awareness and increasing acceptance for ambitious climate policies. The wider climate community, including governments and non-governmental organizations, must recognize the importance of climate communication as a secret weapon in the fight against climate change. By effectively communicating the urgent need for action alongside the benefits of transitioning to a low-carbon economy, we can bridge the gap between scientific research and public understanding, and mobilize individuals, communities and policymakers to take meaningful action.
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