Is the way we talk about climate change working?
Mar 20, 2025
Ever since I read this Guardian article about the recent elections in Germany and the rise of anti-green sentiment, I haven’t been able to stop thinking about it.
The headline really got to me: Did anti-green feeling fuel the right’s rise?
The Guardian story highlights how backlash against climate initiatives has resonated in conservative strongholds, with some blaming green policies for economic challenges like factory closures and high gas prices. The author also underlines that according to analysts "it is unclear if the persistent attacks on climate policy played a role in rightwing success at the ballot box, as migration and security were the main topics on the campaign trail". But cries of ideological Green “nonsense” and an “eco-dictatorship” appear to have resonated in conservative strongholds across the country. At the same time, initiatives that have generated significantly more skilled jobs, do not seem to have grabbed citizens’ attention in the same way. The article ultimately may pose more questions than it can answer, but it does serve as a stark reminder of how the way we communicate or don't communicate about climate change can either inspire action or, potentially, deepen resistance.
Despite growing awareness of the climate crisis, there’s a nagging concern: are we talking about it in a way that inspires action? Or worse, could our messaging be pushing people in the opposite direction?
Climate advocates are constantly refining their approach, trying new angles and tactics, but they are also up against a tidal wave of disinformation. Social media, with its vast reach and algorithm-driven amplification, has become a breeding ground for misleading narratives that erode trust in science and encourage inaction. So, not only do we need to rethink our own messaging, but we also have to stay sharp against well-funded efforts to distort the conversation. It’s a lot to juggle, especially for already stretched communications teams.
And the stakes? They’ve never been higher.
Records continue to be broken [👀 the comments in this LinkedIn post are shocking] and scientists warn we may be nearing critical tipping points — irreversible thresholds that could drastically reshape ecosystems and societies. This makes how we frame the crisis more urgent than ever.
"Climate change is a tricky story to wrap one’s head around. It can feel too big, too scary and too difficult for any one person to fix. Information, while important, is not always enough."
Kamyar Razavi PhD candidate in the School of Communication, Simon Fraser University
When it comes to talking about climate change, digital advocacy experts know all too well that the words we choose can make all the difference.
And let's be honest, we've got our work cut out for us. There is no quick fix; this is an ongoing effort.
Here is a checklist of some practical tips from experience and the collective hive mind, to have at hand for anyone who may need them:
Do
Use relatable and accessible language
Frame the conversation around shared values (e.g. family, economy)
Highlight solutions and success stories
Adapt to cultural and social contexts
Use empowering narratives
What Not to Do
Use technical jargon
Lean too heavily on fear or alarmism
Focus only on the problems
Use a one-size-fits-all approach
Focus solely on losses
Of course, these tips aren’t just applicable to climate change communications. They provide a solid foundation for any cause-driven messaging.
And as always, monitor and evaluate your messaging and keep adjusting.
Disinformation: An uneven challenge
Climate advocates may continue to tweak communication and campaigning approaches, and they have to do so against a backdrop of growing mis/disinformation. Social media platforms, with their vast reach and algorithmic curation, have provided fertile ground for misleading narratives designed to sow doubt, confusion, and inaction.
Communicators with a purpose to engage and mobilise action, constantly tread a very fine line between distilling complex scientific information into easy-to-grasp concepts that remain scientifically solid and over-simplication.
Disinformation spreads quickly, playing into fears and exploiting cognitive biases, while climate advocates often struggle to make their factual, nuanced information heard. It’s like trying to hold back a flood with a sieve.
Several institutions, from the European Union to the United Nations, universities, and beyond, are develop policies and initiatives, and provide resources to counter disinformation.
A few examples:
- The European Commission’s initiative on Climate Disinformation provides insights and strategies to counteract misleading narratives.
- The Environmental Defense Fund (EDF) outlines actionable ways to combat misinformation and foster trust.
- Verified for Climate, part of the Global Initiative for Information Integrity on Climate Change, offers trustworthy resources and support to ensure accurate communication.
Producing content for digital advocacy involves a continuous delicate dance of turning complex scientific issues into engaging, bite-sized messages that resonate with today’s ever-shortening attention spans. If there’s one thing that campaign data has consistently shown, it is that communication isn’t just about sharing facts, or even producing over-polished heavily branded content. It is increasingly more about creating emotional connections, telling it like it really is, inspiring action, and empowering individuals to feel that they can make a difference.
("Yes, We Can!", remember?)
By carefully choosing our words and keeping updated tools such as style guides and comms handbooks available for our communications teams, we can contribute to building a movement strong enough to turn the tide.
The words we use today might just shape the actions taken tomorrow.
READ MORE
WORLD ECONOMIC FORUM Why it's time to change the way we talk about climate change
UNDP: Are we communicating climate change wrong? Here are five ways to improve.
BEHAVIORAL SCIENTIST We Need to Change the Way We Talk about Climate Change
THINK GLOBAL HEALTH From Talk to Action: Rethinking the Language of Climate Change
CHARTERED INSTITUTION OF WATER AND ENVIRONMENTAL MANAGEMENT Let’s talk about how we talk about climate change
THE GUARDIAN ‘People see it as invasive’: did anti-green feeling fuel the right’s rise in Germany?