In an era of growing political division, particularly during the Trump era, effective climate change communication may become a fraught endeavour. Political division makes climate messaging less effective, often alienating audiences on either side of the political spectrum.
In my PhD research, I interviewed Australian and New Zealand climate change communicators (CCCs) and surveyed young people aged 16 – 25. From the findings, I developed a framework offering insights for bridging these divides and fostering collaboration on one of the most urgent global issues of our time.
This blog introduces a four-pillar framework for effective climate change communication, drawing on the principle of building bridges rather than walls. By highlighting collaboration, credibility, and locally relevant solutions, the framework proposes ways to overcome the polarisation that has historically hampered climate messaging. This approach is a tool for uniting diverse audiences and rethinking how climate communication is designed, delivered, and received.
The Foundation of Collaboration and Canopy of Trust
This framework is built on collaboration and conversations and features a canopy of credibility and trust. This dual focus reflects lessons learned from other global risk communication campaigns, such as the COVID-19 pandemic, where public trust and broad engagement were critical to success. Effective climate communication requires a multifaceted approach that values diverse expertise and tailors messages to resonate with audiences’ unique perspectives and concerns.
The framework's four pillars, simple and local messaging, audience segmentation, storytelling, and steps to action, form the structural support for reshaping climate messaging in divided times. Together, they provide a practical guide for communicators, policymakers, and advocates seeking to cut through the noise of polarisation and resistance and promote more meaningful engagement.
Pillar 1: Simple and Local Messaging
The first pillar emphasises the power of simplicity and local relevance in climate messaging. Locally framed messages resonate more deeply with audiences, boosting engagement and understanding. Instead of focusing solely on abstract global emission reduction targets, communicators can highlight community-specific challenges and solutions, such as improving local infrastructure to withstand extreme weather events or promoting sustainable practices tailored to a region’s unique needs.
By rooting messages in local contexts, climate communicators can address the increasing demand for place-based information. This method enhances social acceptance and makes the abstract and often distant realities of climate change more tangible and actionable for audiences.
Pillar 2: Audience Segmentation
Not all audiences are created equal, and the second pillar recognises the importance of tailoring messages to specific segments. Audience segmentation involves grouping people based on shared beliefs, concerns, or attitudes, allowing communicators to craft messages that resonate with particular cohorts.
This strategy draws on insights from various fields, including emergency preparedness, where targeted messaging has been shown to be far more effective than generic campaigns. By identifying the most credible messengers for specific audiences and choosing suitable communication channels, climate communicators can ensure their messages reach and engage the intended audience.
Pillar 3: Storytelling
Storytelling stands out as a powerful tool in the third pillar, providing a way to connect with audiences on both emotional and social levels. Narratives about individuals and communities impacted by climate change, sprinkled with narratives of resilience and positive action, can humanise the issue and motivate action.
For example, sharing stories about communities adapting to rising sea levels or individuals taking steps to lessen their carbon footprints can evoke a sense of shared purpose and agency. Stories that depict realistic struggles alongside hope resonate deeply with audiences, making scientific information more relatable and inspiring behavioural change.
Pillar 4: Steps to Action
The fourth pillar highlights the importance of solutions-focused messaging. While communicating the risks and realities of climate change is important, the study found that offering clear, actionable steps is equally vital. Messages that outline specific actions, such as adopting renewable energy, conserving water, or participating in local environmental initiatives, empower individuals and communities to participate in climate solutions.
Solution-focused messaging encourages self-efficacy and addresses feelings of anxiety, apathy, or denial. By offering a clear roadmap for action, climate communicators can turn awareness into real progress.
Reshaping Climate Communication in Divided Times
The four-pillar framework developed in this study offers a timely and practical approach to overcoming the challenges of polarised climate messaging. By focusing on collaboration, credibility, and locally relevant solutions, it is a step toward building bridges between divided audiences and encouraging collective action.
This approach is especially relevant in the current political climate, where partisan divides frequently obstruct progress on environmental issues. The framework’s focus on storytelling and solutions offers a means to rise above ideological differences, engaging audiences on common values and practical outcomes.
As the world contends with the growing impacts of climate change, effective communication is vital. Although this study primarily draws on the perspectives of Australian and New Zealand CCCs and young people, and further experimental research is necessary to validate the findings from this non-experimental study across various contexts and settings, the four-pillar framework can act as a valuable tool, showcasing practical approaches to move beyond polarisation and foster a more unified and resilient response to the climate crisis. By reshaping climate messaging to be more inclusive, locally grounded, and action-oriented, we can inspire meaningful change, one conversation, one story, and one step at a time.
Acknowledgments
I want to acknowledge my PhD supervisory team from the University of the Sunshine Coast, who played a crucial role in my PhD research project, ‘The Role of Gender in Effective Climate Change Communication’: Prof Patrick Nunn, Dr Sarah Casey, Assoc Prof Gail Crimmins, and Dr Harry Dugmore.