Case study: Parents for Future UK

Climate Outreach provided strategic communications support and message testing for Parents for Future UK and Mothers Rise Up to improve their engagement with parents. The project involved reviewing existing knowledge on parent engagement and testing narratives focused on protection, intergenerational togetherness, inheritance, and future chances. Results showed these messages resonated across various audience segments, including the 'Loyal Nationals', which increased the organisation's confidence in reaching a broader political spectrum. By 2024, Parents for Future UK had integrated strategic communications into its operations, expanding its expertise and training its volunteer network to ensure messaging is authentic and targeted.

• Climate Outreach and the agency Glimpse developed and tested climate messages for parents based on narratives of protection, inheritance, intergenerational togetherness, and chances for the next generation, finding that all these narratives resonated with parents across different audiences.
• The partnership with Climate Outreach enabled Parents for Future UK to transition from limited strategic communications capacity in 2022 to a culture where strategic messaging is embedded in the organisation and its volunteer network by 2024.
• Message testing revealed an unexpected and strong resonance with the 'Loyal Nationals' audience segment, demonstrating the potential for parent-led climate perspectives to engage people across the political spectrum, including in Conservative-leaning council districts.
• As of 2024, Parents for Future UK has grown into the largest parent climate movement in the UK, consisting of 35,000 supporters, over 35 local groups, and a thriving online community.

APA

Climate Outreach (2024). Case study: Parents for Future UK. https://climateoutreach.org/case-study-parents-for-future-uk/

Chicago

Climate Outreach. Case study: Parents for Future UK. 2024. https://climateoutreach.org/case-study-parents-for-future-uk/.

Wikipedia

{{cite report |author=Climate Outreach |title=Case study: Parents for Future UK |date=10 December 2024 |url=https://climateoutreach.org/case-study-parents-for-future-uk/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateoutreach2024case, author = {{Climate Outreach}}, title = {{Case study: Parents for Future UK}}, institution = {Climate Outreach}, year = {2024}, month = dec, url = {https://climateoutreach.org/case-study-parents-for-future-uk/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }