Climate change communication with opposing views

Climate Communication Reimagined: Appealing Across Moral Foundations Recently, while working on energy transition scenarios for the Netherlands’ decarbonization by 2050 with TenneT, Jonathan Haidt’s insights from The Righteous Mind came sharply into focus. Full article: https://lnkd.in/gKQ4HfaQ Haidt research highlights six moral foundations — Care, Fairness, Loyalty, Authority, Sanctity, and Liberty — and argues that conservatives broadly use all six, while progressives strongly emphasize Care and Fairness. This explains why traditional climate messaging, dominated by progressive framing around harm prevention and fairness, struggles to resonate with broader audiences, especially conservatives. Effective climate advocacy requires blending messages to activate moral intuitions across this entire spectrum. For example, on clean energy jobs, progressives emphasize economic fairness, while conservatives focus on national strength and independence. A blended message: “Let’s revitalize America with clean energy, creating good jobs for all to keep our nation strong and independent.” On pollution, progressives speak to health impacts, conservatives to purity and national pride. Combining these, we get: “Cutting pollution protects our children's health and maintains America’s beautiful landscapes and clean air.” Framing climate change as a shared national challenge connects progressive concerns about global justice with conservative values around national security and heritage protection: “Protect our homeland from climate threats, safeguarding communities and the American way of life we cherish.” Even innovation and tradition can align: “Clean energy innovation continues America’s proud history of leadership, preserving the land and values we cherish for future generations.” In the Netherlands, debates around overhead transmission expansion benefit from similar messaging. Instead of purely technical arguments, framing transmission infrastructure as essential to national pride, heritage preservation, and economic vitality can resonate widely: “New transmission lines represent Dutch innovation, safeguarding our landscapes, health, and economy for generations.” I encountered this effective moral framing earlier while co-authoring Canada’s municipal guide for planned retreat amid climate risks. Communities rallied behind retreat initiatives when messaging emphasized collective good and community identity. European research, especially around Brexit, reinforces that messaging inclusive of national identity, sovereignty, and cultural integrity resonates more deeply than approaches limited to individual-focused morality. Ultimately, climate advocacy must leverage the full range of moral foundations to bridge divides and build broader consensus. Haidt’s framework is not only insightful, it’s essential for effective communication on climate and energy transitions.

How can we have productive climate conversations with people who might have different priorities and viewpoints than our own?  Climate Outreach has done extensive research on what resonates with diverse audiences in Alberta, the “Texas of Canada,” as my Albertan husband semi-affectionately calls it. (Hi to my family in Edmonton! <3) These tips apply anywhere for how to approach your audience well, a core tenant of good conversations.  The Alberta Narratives audience report offers tailored language that’s been tested to communicate respectfully and effectively with eight groups: oil sands workers, conservatives, environmentalists, rural Albertans, business leaders, youth, new Canadians, and people of faith.  For example, Climate Outreach suggests focusing on gratitude for hard work and prosperity (not entitlement) when talking to conservatives. For farmers and ranchers, focus on "solutions that make sense within a rural context such as renewable energy”, where solar panels are seen as more realistic than urban-centric biking and electric vehicles. What not to do: don’t make people feel guilty “for who they are and what they care about”. Note that respectfully challenging people requires strong trust (which takes time to build). Any challenges must “be done in a way that supports their sense of shared identity, and suggests that they hold they keys to solutions.” (p. 58) Climate Outreach tested language that was consistently approved across all eight groups, and rejected language that any group strongly disliked, with the goal of building a foundation for shared conversation that does not drive polarization. They offer a sample narrative, which can be adapted for authentic, effective communication. For example, to talk about energy, see their guide below. What are some of your most successful climate conversations? Your most challenging? Let me know in the comments.

In a world bombarded with existential threats, the narrative of doom has become a familiar refrain. Yet new research involving over 255 behavioral scientists and climate change experts tested the effects of 11 common messages meant to boost climate change beliefs, policy support, and concrete action. Their extensive study reveals that while doom-laden messages capture social media attention, they fail to inspire real-world action against climate change. Among the various strategies tested, one particularly effective approach stood out: emphasizing the impact of one's current actions on future generations. This intervention involved asking participants to write a letter to a socially close child, who would read it in 25 years as an adult, describing their current efforts to ensure a habitable planet. This strategy not only personalized the issue but also framed climate action within the context of legacy and intergenerational responsibility. This result highlights how effective it is to present climate action as the legacy we're creating for future generations. It connects with our basic wish to be remembered positively, to make a meaningful contribution, and to safeguard our loved ones. This method goes beyond the immobilizing effect of doom and gloom, encouraging a feeling of responsibility, optimism, and a drive to take real action. Moreover, the research highlights the importance of tailoring messages to diverse audiences, acknowledging the complex landscape of climate communication. What resonates in one country or culture may not hold the same power in another, reminding us of the need for nuanced and context-sensitive strategies. The study also reaffirms the effectiveness of messages that emphasize scientific consensus and moral imperatives, suggesting a path forward that is both hopeful and grounded in shared ethical responsibilities. Fear alone cannot drive sustainable change; we need narratives that empower and unite us in collective action. #climateaction #climatecommunication #climatecrisis https://lnkd.in/dGzgMCyY

At its core, climate change isn’t just a scientific issue—it’s a deeply personal one. It challenges people’s way of life, their identity, and their sense of security. That’s why climate conversations often trigger one of two responses: 🔹 Overwhelm – People feel paralyzed by the enormity of the crisis, spinning in anxiety and despair. 🔹 Shutting Down – People disengage, dismiss, or resist because the problem feels too big or threatening. The key to effective communicating about climate? Emotional awareness - both yours and the person you are talking to. Here are some things to think about when having a conversation about climate with someone: ✅ Know where they are. Are they overwhelmed? Help them find tangible actions and agency. Are they shutting down? Ask questions, understand their perspective, and find common ground. ✅ Know where you are. If you’re stuck in frustration or urgency, it can make engagement harder. Self-awareness helps you communicate more effectively. ✅ Listen before you lecture. The goal isn’t just to provide information—it’s to create a space where people feel heard and open to change. Climate literacy isn’t just about facts—it’s about understanding emotions, meeting people where they are, and moving the conversation forward.

The way we communicate about climate change is wrong. We talk to everyone in the same way, without adapting our message. The result? Most people outside our echo chambers cannot relate to what we say, and just ignore us or get defensive. Our message is lost and makes no impact. This is why last year I came up with the Climate Funnel framework. To help changemakers like you communicate more intentionally and effectively about climate change. The goal? To inspire more people to take high-impact actions for systems change. The idea is very simple - take a traditional sales funnel, and apply it to climate action. You could actually apply it to any other topic or issue of your choice - biodiversity, circular economy, degrowth, etc. The way we use this framework is very simple: 1. Identify where people are in their journey. 2. Adapt your message to meet them where they are. 3. Inspire them to move forward in the Climate Funnel. We all have different life circumstances and stories. Recognizing this and that we are all at different stages of our climate action journeys is key. Try persuading someone outside the Climate Funnel to go vegan or sell their car or stop flying or go to protests, and watch their reaction. Adapting our message is key. Here are some easy tips for you to communicate more effectively with people at each stage in the funnel: 1. Deniers - Just ignore them and move on. Your energy will be better spent in the remaining 90% of the population. 2. Unaware - Try to find out what they care about and ask them more about it. Keep it super local and relevant to them. 3. Aware - Continue learning more about the local issues that matter most to them. Develop a relationship with them - people will listen to you more if they trust you. 3. Motivated - Help them by joining forces. Suggest a few ideas of very easy actions that you can take together. 4. Low impact action - Firstly, acknowledge the impact they are making with those actions. Secondly, inspire them to start taking higher impact actions, one step at a time. 5. High impact action - The main challenge here is that people tend to remain in their echo chambers. Remind them that one of the most impactful actions we can take is inspiring more people to get into the Climate Funnel and move through it. Right now, there are too many people outside the Climate Funnel, or in the initial layers. What we need is an inverted Climate Funnel, where lots of people have moved through the different layers and are taking high impact action. I recently gave a talk about it in London - I'll drop the link in the comments in case you want to learn more. It would mean the world to me if you could share that video too. Let's inspire more people to get into the funnel and move through it. P.S. What do you think about the Climate Funnel? Helpful or not?

Euronews Green re-published my article on climate denial and delay - unfortunately, it's as relevant as it was a year ago, with research showing that a third of UK teenagers think the climate crisis is exaggerated, and 15% of the US population not believing in the climate crisis. What many people don't realise is that climate denial is often a response to fear - namely, a fear of change and the looming threat that soon, much of what we hold dear will be at risk. Climate change inherently threatens our sense of identity which is so closely tied to lifestyles and our immediate environment. I have spoken to many "climate sceptics" who, after being given a safe space to express their feelings, acknowledged that their resistance stems from intense worry about the future, or their children's future. Interestingly, some of these people practice sustainable behaviours such as growing their own food or buying second hand, whilst refusing to engage with the bigger picture. My approach is to practice radical compassion and not automatically assume malicious intent. Yes, a lot of climate denial is pushed by the fossil fuel industry, their PR firms and folks with certain political motivations - but you'll find that many people are stuck in passive denial, feeling like there is nothing they can do to tackle this crisis. Validating difficult feelings, speaking to people's values and reminding them of their own power can go a long way towards dismantling the most stubborn defence mechanisms. Let's continue the conversation in the comments! #ClimateCommunication #ClimatePsychology #ClimateDenial https://lnkd.in/ent_w65b