Search Climate Insights Directory

Climate Outreach partnered with the UK charity Pledgeball to create a toolkit for football supporters' associations, focusing on authentic messaging and the use of 'trusted messengers' to encourage low-carbon lifestyle pledges. The approach emphasizes shifting from climate paralysis to collective efficacy by leveraging fan identity and community. Early findings suggest that engagement is more successful when campaigns have a recognizable face and that fans' receptiveness to climate messaging may correlate with their team's on-pitch performance.

The report finds that while a majority of Americans consider global warming personally important, they rarely discuss it with family and friends despite frequent media exposure.

The briefing identifies an opportunity for climate policy communicators to leverage public perceptions of corporate greed among 'Loyal Nationals' and 'Disengaged Battlers' to combat right-leaning news efforts to derail support for the windfall tax on oil and gas companies. It suggests this framing can be used to fight anti-Net Zero rhetoric and inform the design and communication of future climate policies.

The 'Germany Talks Climate' project provides a toolkit for communicators in Germany, arguing that climate engagement is most effective when linked to the core beliefs and values of different societal groups rather than relying solely on facts. Research indicates that while Germans are generally concerned about the climate crisis and support political action, they prioritise affordability and social justice. The project also includes visual research suggesting that local imagery, such as flooding in Germany, is highly effective, while images of activists often trigger negative reactions.

The document outlines a framework for political advisors to translate climate study findings into advocacy strategies. It emphasizes identifying valuable insights for legislators, improving communication between policymakers and voters, recognizing signals for policy decisions—specifically the demand for state action and social justice—and finding cross-party commonalities to build broad political alliances.

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.

The document outlines a framework of questions for climate communicators to analyze how to effectively engage specific audience segments. It focuses on identifying the benefits of climate action for these groups, their information sources, their reactions to narratives like 'climate justice', the most trusted messengers, and the preferred communication channels and tones.

The document suggests three primary applications for its findings: challenging existing assumptions about climate communication to better understand the role of values, reaching and motivating diverse groups for a solution-oriented societal climate discourse, and demanding climate policies that prioritize people's core concerns regarding the climate crisis. It also encourages users to conduct their own research on the six identified types.

The guide outlines a framework for assessing current climate communication by questioning who is being reached, the values addressed in messaging, and the credibility of messengers. It further prompts teams to decide on future audience focus and the resulting implications for narratives, framings, and communication channels.

The document is a guide on using reframing to improve climate communications. It covers the definition of narratives and frames, how they are used by 'bad actors' to spread climate misinformation, and provides instructions for constructing convincing climate narratives and actionable framing strategies for brands and organisations.

The document alerts organisations to misinformation campaigns in the UK that undermine heat pump efficiency and exaggerate costs to cast doubt on renewables. It specifically targets audiences in the construction and energy sectors, as well as those identifying as working class, and provides a framework for identifying targeted audiences, establishing facts, and crafting counter-messages.

The document identifies green infrastructure as a subject of diverse conversations that can impact climate communications, particularly for those working in construction, green jobs, and levelling up. It specifies that organisations engaging with a wide range of demographics, from Millennials to older rural communities, may require assistance in managing misinformation. The briefing provides guidance on identifying at-risk audiences, establishing facts through trusted sources, and crafting effective messaging.

The guide outlines strategies for using digital media to amplify climate-positive messages, focusing on setting objectives, targeting audiences, and utilizing social media and other digital formats to reach diverse groups effectively and ethically.

The guide outlines eight key recommendations for climate advocacy to ensure fairness is central to campaign design. It emphasizes the need to understand divergent perceptions of fairness between left- and right-leaning audiences, the importance of genuine public participation in policy design, and the use of trusted, diverse messengers to reach skeptical communities. The document suggests framing the energy transition as a tool to combat existing inequality in Britain and positioning UK leadership in net zero as a matter of national interest and pride, regardless of the actions of other nations like China or India.

A survey of 1,018 American adults in April 2022 reveals that while 72% believe global warming is happening and 56% attribute it to human causes, there is a significant gap in understanding the strength of scientific consensus. A majority of respondents (64%) are worried about global warming, and many perceive it as already affecting U.S. weather and local environmental risks, such as electricity power outages and water pollution. However, social engagement remains low, with 67% rarely or never discussing the topic with family and friends.

The WACC Secretary General highlights the importance of communication rights in the context of the Covid-19 pandemic and the Russian attack on Ukraine. The organization is implementing a new Strategic Plan to support public interest and community media, promoting digital rights and linguistic diversity. Key initiatives include a symposium on communication for social justice and a forthcoming program on gender and media to empower women and girls. The WACC also produces a quarterly magazine addressing the democratization of the public sphere, climate change communication, and digital trust.

The document details an innovation partnership that tested four messaging frames—Protection, Intergenerational Togetherness, Inheritance, and Chances—to determine how the identity of being a parent can be leveraged to inspire climate action. Using YouGov surveys and A/B testing, the study found that while all messages were generally well-received, different narratives resonated with different demographic and ideological segments. For instance, parents of younger children preferred Protection and Inheritance frames, while right-leaning 'Loyal Nationals' responded well to Protection and Togetherness. The findings validate the hypothesis that focusing on parental identity can meaningfully connect individuals to climate action, provided the messaging accounts for intersecting values and identities.

Research by Núria Almiron and Jose A. Moreno suggests that focusing on 'denialism' oversimplifies the reasons for political inaction on climate change. While climate change denialism is influential in the United States, the authors argue that it cannot explain inaction in the US or Europe, and they call for a framework that identifies a broader spectrum of responsibilities beyond simple denial.

The report finds that the 'Alarmed' segment of the Six Americas, younger adults, and people of color are the most likely to support or personally participate in non-violent civil disobedience against activities that exacerbate global warming. While support for organizations engaging in such actions is higher than the willingness to personally participate, the data indicates millions of American adults are open to these tactics.

The report identifies six groups of Americans based on climate change attitudes: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. As of September 2021, the Alarmed segment is the largest at 33%, having nearly doubled in size over five years. Combined, the Alarmed and Concerned make up 59% of the population, while the Doubtful and Dismissive comprise 19%. The document notes a general trend of increasing public worry and support for climate solutions, though it emphasizes that the Concerned and Cautious groups still lack a full understanding of climate threats and urgency.