The new wave of climate in comedy isn’t just a funny coincidence

Yesterday Channel 4 News shared a hot take on using comedy to fight back against climate change. Citing our latest research – which tells us that British people want to see more climate content in entertainment – they showcased successful comedians who are recognising and responding to this appetite.

The heart, humanity and humour of comedy makes it an expansive genre for exploring what climate change looks like from a personal and playful perspective. 

In terms of who people trust on climate messages, we know from our Britain Talks Climate & Nature research that Brits respond well to people who are down to earth and communicate in plain English. 

People also give credence to those that know their stuff on the climate crisis. Matt Winning is both a comedian and climate scientist, skillsets serving him well; he is currently doing a run at Soho Theatre with his show Solastalgia, all about fatherhood, climate change, finance and responsibility. 

Our research tells us that content doesn’t have to lead on climate to cut through; touching on universally engaging topics like parenting and adulthood in tandem allows for a more nuanced approach.

The Channel 4 feature shows some of those who are raising awareness on climate change, like political satirists Tom Walker as Jonathan Pie and Cody Dahler, and climate campaigners Dominique Palmer and Leah Thomas. 

We know authenticity goes a long way in building trust in climate messengers for British audiences, a trait that comedians commonly lean into, especially on social media and in stand-up routines. Genuine commitment is also highly valued, something that comedians can demonstrate with consistent content on climate change. 

Whilst Brits want to see more climate content in entertainment, they also want to see it ‘done well.’ What does this look like exactly? This will look very different across different formats, and presents an opportunity to explore what lands with different audiences. Trial and error is the name of the game in comedy, a space which allows for continuous fine tuning based on audience feedback.

People don’t want to see climate stories crow-barred into content, and comedy is no exception. Depending on the values and worldviews of your audience, some will respond better to hard-hitting examples, whereas others might prefer more subtle examples. 

What Brits agree on across the board is seeing more content that is solution-focused. The presents an incredible opportunity for creatives, commissioners and producers to build worlds in which better futures are possible – with laughs along the way.

Check out our research on how people view climate change content in culture and entertainment, based on how 7,000+ British people really think and feel. You’ll also find recommendations on how to tell positive climate stories that land. 

For more inspiration, check out our research launch webinar, with insights from our research partners at Wellcome and Cultural Philanthropy Foundation. It also features incredible ways in which the culture sector is already successfully showing up – from exhibitions at the Natural History Museum to an exploration of the climate musical Hot Mess.