The language, images and narratives around climate change have traditionally been developed by and for white, middle-class western environmentalists. Many communities around the world – and in particular those most impacted by climate change – don’t recognise themselves in these conversations, or have a voice in how to respond to climate change.
Key insights from our work
- People often find climate change campaigns off-putting and don’t engage with them if they can’t see their own values, worldview or concerns reflected in what is being said. This has contributed to a polarised conversation and ultimately to delaying the changes we need to see.
- By understanding a community’s values, identity and worldview it is possible to create narratives about climate change that tap into what people care about and how they see the world.
- Most in-depth research on communication and engagement has been carried out in a narrow and fairly unrepresentative set of nations – the UK, North America and Australia particularly. New research is needed to identify what climate change means to people in other parts of the world.
- A great deal of existing climate change communication and campaigning speaks powerfully to a particular set of left-wing political values. But it doesn’t have to be this way – climate communications has the potential to tap into the values of people across the range of political perspectives.
Reports & guides
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