Chapter 9

A New Era In Climate Communications

INTRODUCTION

The climate crisis is the biggest threat facing humanity — but also our biggest opportunity to build a better and more sustainable future. But to do this, we have to recognize the need to Refocus. The climate crisis is not an isolated issue — it is intricately connected with social justice, economic stability, and the natural ecosystems that sustain all life on earth. To tackle this polycrisis effectively, we need to view it through a multifaceted and intersectional lens.

To address what led to the lack of active engagement and literacy we see today, we must Rewind — understanding the long history of misinformation from the fossil fuel sector, compounded by greenwashing brands and industries, as well as initiatives which effectively challenge practices undermining our collective sustainability efforts. By understanding these challenges better, we can build new frameworks which are more resilient against the threats of misinformation and greenwashing.

Lessons Learned from Other Efforts

Climate change rhetoric has led people to fatalism, apathy, paralysis, despair or worse, indifference. For decades the story of the climate crisis has been told primarily through statistics, charts and graphs or through the prism of its dramatic consequences: hurricanes, floods, endangered species, houses on fires… This approach, oscillating between quantitative and alarming, has certainly created awareness of the problem, but it has failed to inspire the urgent and significant action needed to build a better future. In that regard, the climate crisis is also a crisis of imagination and storytelling.

Conclusions

Climate communication plays 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 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.

Chapter 9

A New Era In Climate Communications

INTRODUCTION

Lessons Learned from Other Efforts

Conclusions

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