Übers Klima reden

The document outlines a strategy for climate communication in Germany based on a segmentation of the population into six societal types defined by their values. It argues that effective communication must move beyond facts to address the values and identities of target groups, particularly those skeptical of climate protection. The guide identifies common ground across all segments—such as concern for the climate crisis and a demand for social justice—and provides preliminary findings on the effectiveness of different types of imagery in climate messaging.

• Public opinion on climate protection in Germany is currently fragmented rather than polarized, and there is no empirical evidence that climate policy debates have contributed to a 'division of society'.
• There is broad consensus across six identified societal segments that the climate crisis is real, human-caused, and already felt within Germany, requiring a global response.
• Affordability and social justice are the most critical priorities for climate policy across all societal segments, with a majority supporting contributions based on income levels.
• The German population is divided into six value-based types: the Open (16%), the Involved (17%), the Established (17%), the Pragmatic (16%), the Disappointed (14%), and the Angry (19%).
• These six types form a broader three-way societal split: 'Societal Stabilizers' (Established and Involved), 'Societal Poles' (Open and Angry), and the 'Invisible Third' (Disappointed and Pragmatic).
• Preliminary image research indicates that visuals of floods in Germany are impactful for all types, while images of activists often trigger mixed or negative reactions.
• Effective visual communication should utilize images that show clear causes or consequences of climate change, evoke emotional responses, and relate to the viewer's local life context.

APA

Melloh, L., Rawlins, J., Sippel, M., Gagné, J., Krause, L.-K., Hüsson, F., Theil, A., Mohn, C., Grosse, L., Pantzar, S., Wang, S., Shaw, C., Sawas, A., Smith, T., James, E., de Laigue, L., Yousuf, M., & Corner, A. (2022). Übers Klima reden. Climate Outreach. https://climateoutreach.org/uebers-klima-reden/zusammenfassung/

Chicago

Melloh, Luisa, Julia Rawlins, Maike Sippel, Jérémie Gagné, Laura-Kristine Krause, Falco Hüsson, Anna Theil, et al. Übers Klima reden. Climate Outreach, 2022. https://climateoutreach.org/uebers-klima-reden/zusammenfassung/.

Wikipedia

{{cite report |last1=Melloh |first1=Luisa |last2=Rawlins |first2=Julia |last3=Sippel |first3=Maike |last4=Gagné |first4=Jérémie |last5=Krause |first5=Laura-Kristine |last6=Hüsson |first6=Falco |last7=Theil |first7=Anna |last8=Mohn |first8=Carel |last9=Grosse |first9=Lea |display-authors=etal |title=Übers Klima reden |publisher=Climate Outreach |date=16 June 2022 |url=https://climateoutreach.org/uebers-klima-reden/zusammenfassung/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{melloh2022bers, author = {Melloh, Luisa and Rawlins, Julia and Sippel, Maike and Gagné, Jérémie and Krause, Laura-Kristine and Hüsson, Falco and Theil, Anna and Mohn, Carel and Grosse, Lea and Pantzar, Siri and Wang, Susie and Shaw, Chris and Sawas, Amiera and Smith, Toby and James, Emma and de Laigue, Leane and Yousuf, Meeran and Corner, Adam}, title = {{Übers Klima reden}}, institution = {Climate Outreach}, year = {2022}, month = jun, url = {https://climateoutreach.org/uebers-klima-reden/zusammenfassung/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }