10 research-driven ways to supercharge your climate comms

The document outlines ten strategies to make climate communications more effective for 'Persuadables' in the UK. Key recommendations include leading with personal benefits rather than climate science, avoiding adversarial approaches to misinformation, and removing middle-class 'class codes' by using diverse, non-London-centric messengers. It suggests engaging men through manual job market opportunities, platforming non-white voices to address historical mistrust, and using humor to increase approachability. Additionally, the guide advises matching hope with concrete plans, leveraging hyperlocality to tap into community pride, broadening the definition of 'climate action' to include community-led efforts, and utilizing traditional media channels like local newspapers and billboards over social media, which was found to be the least trusted channel.

• Climate change is not a primary concern for 'Persuadable' groups, who are more preoccupied with the cost of living crisis, family security, and unemployment. Consequently, communications should focus on tangible personal benefits and opportunities rather than 'sacrifice narratives' or 'doom and gloom'.
• Persuadable groups often view climate news as being driven by 'green elites' or hidden agendas, making direct debunking of misinformation potentially counterproductive. The guide recommends promoting positive stories proactively to build sentiment before misinformation campaigns occur.

APA

Lujani, F. (2023). 10 research-driven ways to supercharge your climate comms. ACT Climate Labs. https://www.actclimatelabs.org/ten-ways-supercharge-climate-communications/

Chicago

Lujani, Florencia. 10 research-driven ways to supercharge your climate comms. ACT Climate Labs, 2023. https://www.actclimatelabs.org/ten-ways-supercharge-climate-communications/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=10 research-driven ways to supercharge your climate comms |publisher=ACT Climate Labs |date=6 June 2023 |url=https://www.actclimatelabs.org/ten-ways-supercharge-climate-communications/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2023researchdriven, author = {Lujani, Florencia}, title = {{10 research-driven ways to supercharge your climate comms}}, institution = {ACT Climate Labs}, year = {2023}, month = jun, url = {https://www.actclimatelabs.org/ten-ways-supercharge-climate-communications/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }