Chapter 5
Crafting New Climate Change Narratives
INTRODUCTION
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.