Last updated on Jun 9, 2024

What are effective ways to communicate about climate change in times of turmoil?

Climate change is a pressing global issue that requires effective communication, especially during times of turmoil. Communicating about climate change can be challenging, as it often involves complex scientific data and can be overshadowed by immediate crises. However, there are strategies you can use to convey the urgency and importance of climate action in a way that resonates with your audience. By understanding your audience, using relatable messaging, leveraging storytelling, fostering community engagement, emphasizing solutions, and maintaining transparency, you can effectively communicate about climate change and inspire action.

1 Know Your Audience

Understanding your audience is crucial when discussing climate change. You need to identify their values, concerns, and level of awareness about the topic. Tailor your message to resonate with them on a personal level. For instance, if you're addressing a community that's been affected by extreme weather events, highlight how climate action can help prevent future disasters. By aligning your message with their experiences and priorities, you increase the chances of your audience being receptive and motivated to take action.

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2 Use Relatable Messaging

Using relatable messaging means breaking down complex climate science into terms that are easy to understand. Avoid jargon and technical language that might alienate your audience. Instead, use analogies and simple explanations to convey the gravity of the situation. For example, compare the greenhouse effect to a blanket wrapping the Earth, trapping heat. This type of messaging makes the abstract concept of climate change more tangible and easier for people to grasp.

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Jannika Salminen

Senior Community Manager & Webmaster at EY Luxembourg | Marketing & Social Media Strategist | Deep Expertise in Content, Culture & Sustainability
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It is important to know your audience and be aware of it when creating content. While using complicated, tehcnical terms and language may alienate some audiences, oversimplified messages that offer no numbers, data, or hard information may alienate other audiences - those more invested in climate change who are looking to further educate themselves. Before choosing to opt for one or another way of crafting your message, pay mind to your audience, and then choose your style of writing.

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3 Leverage Storytelling

Storytelling is a powerful tool in any communication strategy. Share real-life stories about individuals or communities impacted by climate change or those who have successfully adapted or mitigated its effects. Stories create emotional connections and can be more persuasive than presenting facts alone. They also make the issue feel more immediate and personal, prompting a stronger call to action.

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4 Foster Community Engagement

Fostering community engagement involves creating opportunities for dialogue and collaboration. Organize events, workshops, or forums where people can discuss climate change and share ideas. This approach builds a sense of community around the issue, empowering individuals to contribute to collective solutions. When people feel they are part of a group effort, they are more likely to get involved and stay committed.

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5 Emphasize Solutions

While it's important to communicate the severity of climate change, focusing solely on the problems can lead to despair and inaction. Instead, emphasize practical solutions and positive steps that can be taken. Highlighting advancements in renewable energy, conservation efforts, or policy changes can inspire hope and show that progress is possible. Encouraging your audience to participate in these solutions can also give them a sense of agency in the fight against climate change.

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Mark Maimone

Senior Vice President at CDM Smith
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There are two types of solutions. One is tackling the root cause of climate change. Solutions to reduce greenhouse gas emissions are taking hold. We need to make that clear and keep the momentum on this. But temperature increases are already baked in with current and near future emissions. So the second set of solutions must address adaptive measures. And that means accepting some changes in where and what we build and what we can and cannot protect.

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Jannika Salminen

Senior Community Manager & Webmaster at EY Luxembourg | Marketing & Social Media Strategist | Deep Expertise in Content, Culture & Sustainability
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While emphasizing solutions is important, as research has shown that people tend not react well to overly dark topics and messages, it's important to maintain the bottom line: the current actions taken are not taking us to the 1.5C goals. This is very clearly communicated by the climate scientists, and the message should be spread. While it may feel easier to simply focus on the positive things that can be done and keep up the positive vibe, the positive vibes won't, unfortunately, take us to the needed future. As a communications professional, one must find ways to talk about the solutions while underlining that more is needed.

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6 Maintain Transparency

Maintaining transparency means being honest about the challenges and uncertainties surrounding climate change. Acknowledge that while there are solutions, there is no quick fix and that addressing the issue will require sustained effort. This honesty fosters trust and credibility with your audience. It also prepares them for the long-term commitment needed to effectively combat climate change.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are effective ways to communicate about climate change in times of turmoil?

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1 Know Your Audience

2 Use Relatable Messaging

3 Leverage Storytelling

4 Foster Community Engagement

5 Emphasize Solutions

6 Maintain Transparency

7 Here’s what else to consider

Business Communications

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What are effective ways to communicate about climate change in times of turmoil?

1

2

3

4

5

6

7

1 Know Your Audience

2 Use Relatable Messaging

3 Leverage Storytelling

4 Foster Community Engagement

5 Emphasize Solutions

6 Maintain Transparency

7 Here’s what else to consider

Business Communications

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