In a world increasingly grappling with climate challenges, finding effective ways to spread the message of sustainability has become essential. Amidst the scientific reports and governmental pledges, there’s an often-overlooked force that can powerfully advocate for climate action: athletes. Elite athletes, who are already role models in their respective fields, have the potential to drive climate action in ways that policymakers and activists sometimes cannot. In the latest episode of the Climate Confident podcast, Lew Blaustein, founder and CEO of EcoAthletes, shared insights on why athletes can be a key part of this movement, and it got me thinking about the true significance of leveraging influencers in the climate fight.

Lew Blaustein and his organisation, EcoAthletes, work with a growing roster of 173 athletes, ranging from professionals to NCAA student athletes, providing them with the tools and resources needed to become climate advocates. This episode highlighted the unique power of athletes to shift public attitudes towards climate issues, not just because of their celebrity status but due to their inherent credibility and influence on behavior. In a society where sports figures often rank among the most trusted and admired individuals, we have an incredible opportunity to enlist them in the battle for a sustainable future.

The Role of Athletes in Leading Social Movements

The concept of athletes as advocates isn’t new. Sports figures have been at the forefront of social change for decades. From Muhammad Ali’s stance against the Vietnam War to Billie Jean King’s fight for gender equality, and more recently, Colin Kaepernick’s protest against police brutality, athletes have often used their platforms to speak out about pressing issues of the time. What has been less common, however, is their active involvement in climate advocacy. This gap is precisely what EcoAthletes aims to fill.

Blaustein noted that many athletes have been hesitant to talk about climate issues for several reasons—climate change is often seen as overly scientific, political, and fraught with potential backlash, particularly when it comes to accusations of hypocrisy due to their frequent travel and high personal carbon footprints. EcoAthletes seeks to address these challenges by providing media training, building supportive communities, and offering mentorship so that athletes can confidently speak out on climate issues without fear of being labeled hypocritical or out of touch.

Why Athletes Are Key to the Climate Fight

Why are athletes so uniquely suited to this role? The answer lies in their ability to inspire and mobilise. Unlike political figures or even some celebrities, athletes often transcend societal divides, appealing to people from diverse demographics. Sports are a unifying force, and athletes can use this influence to communicate the urgency of the climate crisis to audiences that might otherwise be unreceptive.

Take, for example, the recent EcoAthletes Collegiate Cup, an event aimed at motivating student athletes to engage in climate action. Participating athletes encouraged their teammates, classmates, and even family members to use an app that converted physical exercise into an environmental currency used to fund methane capture. In just six weeks, the competition avoided the release of ten tons of methane—a significant achievement that also highlighted the competitive spirit of athletes being leveraged for a larger, collective good.

Moreover, athletes like Megan Rapinoe and Coco Gauff have recently started expressing their concerns about climate change. Coco Gauff, for instance, acknowledged the climate protesters at her U.S. Open match with empathy, demonstrating her awareness of climate issues. This kind of messaging, coming from individuals who are admired and emulated by millions, can have a profound impact on how climate action is perceived by the broader public.

The Power of Influencers

The effectiveness of influencers in promoting environmental causes is not limited to anecdotal evidence. According to the Edelman Trust Barometer, public figures such as athletes rank among the most trusted individuals for advocacy on social issues, including climate change. This trust makes them uniquely effective messengers for sustainability. Edelman’s 2022 report shows that 61% of people trust information about societal issues when it comes from someone they consider an authority, like an athlete or expert, highlighting their impact.

Another study conducted by Nielsen in 2021 found that influencers—especially those with strong personal brands—are highly effective in shifting public attitudes and behaviors. The study indicated that social media influencers who engage authentically with their audience see significantly higher engagement rates, which can be leveraged to amplify messages about climate change and sustainability. With sports being an integral part of cultural identity for many, the messages conveyed by athletes are uniquely positioned to resonate with diverse audiences.

A recent example comes from the UK, where footballer Marcus Rashford leveraged his platform to influence public policy around child food poverty. His success in moving the government to extend free school meals highlighted the powerful role athletes can play in societal issues. Applying this influence to climate advocacy could yield similarly impressive results, particularly when combined with ongoing campaigns like EcoAthletes’ initiatives.

Connecting Climate Action to Personal Values

One of the most powerful strategies that athletes can employ is framing climate change in terms of relatable values such as teamwork, perseverance, and comeback stories. Blaustein highlighted this through EcoAthletes’ hashtag, #ClimateComeback. The climate movement is, in essence, the ultimate comeback challenge—we are behind, and the stakes could not be higher. Who better to motivate a comeback than those who spend their careers overcoming the odds?

This framing transforms climate action from an abstract, overwhelming concept into a fight that athletes and their fans can understand. It’s about problem-solving, strategising, and using every resource available to achieve victory—concepts that are second nature to anyone who has ever played or watched competitive sports.

The Surprising Science of Athlete Influence

Research shows that people are more likely to adopt new behaviors if they see individuals they admire doing so. According to a 2019 Pew Research Center survey, 52% of Americans said they were more likely to take climate action when they saw public figures and celebrities they admired advocating for it. This is exactly the kind of influence that athletes can wield. When a well-known figure like Lionel Messi or Steph Curry promotes climate-friendly actions, their fans are more likely to follow suit—even if it means making significant changes in their day-to-day lives.

One particularly successful campaign mentioned by Blaustein involved several EcoAthletes Champion Olympians signing an open letter to Lululemon, urging the company to match its climate rhetoric with action. This type of advocacy doesn’t just spread awareness; it applies pressure to corporations, showing that athletes are not merely figureheads but active participants in driving systemic change.

A Broader Strategy for Climate Advocacy

The approach of using influencers, especially athletes, goes beyond individual actions; it’s about changing the cultural narrative around climate change. Traditional messaging has often focused on the science of climate change—important, but not always accessible to everyone. By having athletes share their experiences, passions, and the tangible steps they are taking to protect the planet, the conversation shifts from abstract concepts to relatable stories of action and hope.

To truly move the needle, we need every tool at our disposal. Influencers like athletes bring the climate fight into spaces that might otherwise ignore it. The climate crisis is as much a cultural challenge as it is a scientific one, and culture is where athletes thrive. They have the unique power to turn the climate crisis from a distant, scientific discussion into something personal and immediate—a game we need to win together.

Join the Movement

Athletes have always been symbols of dedication, resilience, and leadership. By becoming vocal advocates for climate action, they can inspire millions to join the fight. If you want to hear more about how athletes are making a difference and how you can get involved, check out the full episode of the Climate Confident podcast featuring Lew Blaustein.

It’s time to harness the power of sports to address the greatest challenge of our time. Let’s make this the biggest comeback in history.

Photo credit sportsflair2000 on Flickr