- Climate Communications Whitepaper
- Crafting New Climate Change Narratives
- 5.0 Crafting New Climate Change Narratives
Crafting New Climate Change Narratives
"We need to investigate what it means to be human in the age of climate change. We need to envision some ending other than the apocalypse. We don’t need just one hero or savior: we need a billion saviors, working together for a common purpose. We need all of us, doing whatever the hell we can."
ANNA JANE JOYNER
Narratives are the very essence of human communication, and have long helped us make sense of complex phenomena. This is particularly evident in discourses around climate change: From the words chosen to represent the crisis — such as ‘global warming’ versus ‘climate change’ — to the broader metaphors that define our understanding of it, the way we frame the climate crisis deeply influences public perception and action.
As our understanding of the climate crisis has evolved, so have the narrative we use to make sense of its implications. According to the latest research, we need climate narratives which capture the urgency of the situation, while also providing tangible solutions. A nuanced approach can help us inspire hope and motivate action, rather than drowning audiences in a sea of doomsday scenarios. While alarming narratives can capture our attention, it’s the stories of innovation, resilience and progress that truly galvanize people.
A significant factor in these shifting narratives has been the rise of the youth climate movement. Passionate young activists from around the world have not only brought climate conversations back on the table — they have also been instrumental in triggering important policy changes. Their campaigns have led nations to declare climate emergencies and set binding decarbonization goals — underscoring the power of grassroots efforts in rewriting the global climate story.
Another promising development is the emergence of creativity for good (see Looking Ahead). More industry leaders than ever are leveraging their world-class creative power to champion sustainability. Creative campaigns are used not only to raise awareness, but also to foster a deeper emotional connection with audiences — making the call for climate action more personal and effective.
