People who raise awareness about climate change know that how you communicate your message matters, and there’s much to learn from them. We surveyed the top organizations and individuals who regularly communicate about climate change across the U.S. and Canada. Almost none said that advocating for candidates or policies was the goal of their work. Their top priority was helping people understand what’s happening and why it matters: we’ve always had heatwaves and droughts, storms, and floods—but the faster the planet warms, the worse these events get.
Here’s the thing, though: when people connect what’s happening to why it’s happening, their support for all sorts of climate action grows. This fact is true in the U.S., in Canada, and in dozens of other countries too. Why? Because we need solutions at scale that make the easiest, most affordable choice the best choice for the planet and our future. This requires action at every level: individual, community, and corporate action, but also government policy that enables and accelerates the rest.
Why aren’t we hearing about it more? Why do so many articles about the devastation of the Nepal floods, the soaring costs of home insurance, or the escalating health risks of wildfire smoke fail to make the connection between these issues and climate change?
Given this contraction in public climate conversations, we wanted to learn from those who are still doing climate communication. What’s working, and how can we amplify it? Here’s what we found.
The second priority climate communicators identified was shifting public perceptions and norms. And this issue is equally vital. Three years ago, 71% of Canadians and 63% of Americans reported they were worried about climate change. But most people keep their worries to themselves and underestimate how many others share their concerns. When people don't hear their neighbors, coworkers, and friends talking about climate change, they’re less willing to bring it up themselves. Conversely, of everything people can learn about climate change, knowing that others care best predicts whether people speak up. And here's why it matters: if we don't talk about climate change, how will we know who else cares about it—and if we think we're alone in our concern, why would we act?
Climate communication that isn’t polarizing and connects directly to what we already care about is exactly what we need; we just need more of it. Yet only 41% of the communicators surveyed report having received any financial support for their climate communication in the past five years. A third work entirely alone, and two-thirds work either alone or with a small team of ten or fewer colleagues. Even with these limitations, they are producing content and getting the word out: nearly eight-in-ten say they’re publishing content about climate change at least once a week.
To care about climate change today, one doesn’t need to be anything other than a human being living on planet Earth. And when we stop talking about climate change like it’s a political issue and start talking about it as a shared challenge that we all need to work together to solve, that’s when we’ll finally be able to start talking about saving ourselves.
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