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Chapter 10

Looking Ahead

INTRODUCTION

Climate communications play a crucial role in driving climate action by raising public awareness and increasing acceptance for ambitious climate policies. The wider climate community, including governments and non-governmental organizations, must recognize the importance of effective climate communication as a secret weapon in the fight against climate change. By effectively communicating the urgent need for action alongside the benefits of transitioning to a low-carbon economy, we can bridge the gap between scientific research and public understanding, and mobilize individuals, communities and policymakers to take meaningful action.

There is clear consensus that the science of the climate, nature, and social crisis is clear — the massive looming risks to economic and human health have been identified. What is lacking is public awareness, engagement, and demand for action. Our current approaches to climate communications run contrary to everything the communications and creative industries have learned: Most of the best sources of science, journalism and reporting about the climate crisis — including vital health and safety information — is behind paywalls that block access to 95% of the public around the world. 

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Call to Action

Climate Communications Systems Are Broken. There is a broad scientific consensus about the causes and catastrophic risk of climate change. The mounting damage to society’s life support systems, impact on our natural systems, our economic systems, our health care, and to the social fabric of civilization is frightening. 
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Closing Words

I shared with colleagues recently that I fear a day some years ahead, in the inconceivable future toward which humanity is still careening, where my kids ask, “Dad, we thought you were working on this — did you know that everything everyone was doing wasn’t going to be nearly enough? Did you know we were heading for this?” And I imagine myself thinking back to today from that future place, wondering what we might have done differently. Wondering what it would take to say we’d done what we could. I think about future regrets — what do we know now that should give us a chance to avoid the worst?
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Cover image of the white paper A New Era in Climate Communications

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