3 Ways to Communicate about Climate Change Positively
As concerns build, talking about climate change in a positive and impactful way is more important now than ever
By Ciara Frahill, Senior Account Executive
What reaction do you have when climate change is brought into a conversation? Images of large-scale disasters such as forest fires, mass floods, and melting glaciers might spring to mind, in part due to the prevalence of these events in recent times which have had a lasting effect on people’s perceptions of climate change.
This week the Environmental Protection Agency (EPA) published a report, where it studied the attitudes of the Irish population toward climate change and identified four different audiences of people in Ireland who share a similar set of beliefs, attitudes, and behaviours relating to climate change. These include:
Alarmed: 34% of the Irish population strongly think that climate change caused by human activity is a real and immediate threat.
Concerned: 48% of the Irish population are convinced that climate change is a serious issue but are less worried than those that were categorised as ‘alarmed’, viewing it as a less immediate threat.
Cautious: 14% of the Irish population surveyed think climate change is happening but are less sure of the causes and are less likely than the ‘alarmed’ or ‘concerned’ to think it will affect them personally.
Doubtful: 4% of the Irish population are not worried about climate change, and do not perceive it as a threat.
With a third of Irish people feeling alarmed, how can we as communicators overcome this position and aim to spark positive and impactful conversations about climate change when engaging with audiences? Here are three key strategies:
1. Focus on solutions, not just problems:
Dwelling on worst-case scenarios can leave people feeling paralysed. Instead, consider highlighting the inspiring innovations and initiatives already making a difference. Telling stories of individuals and businesses who are embracing sustainable practices can work well, for example, our client Ahascragh Distillery in Co. Galway, has used innovative technology to replace fossil fuels with renewable energy making it Ireland’s first zero energy emissions distillery. Remember that we all aspire to live a good life on a healthy planet, and tapping into this hope is key to success. We liked Purpose Disruptors Ireland’s recent Good Life 2030 report which captures this. These examples demonstrate the power of positive change and can inspire others to get involved.
2. Frame the conversation around real-world impacts:
The effects of climate change are already being felt here in Ireland. Talk about grounded relatable issues; the adverse weather we are experiencing e.g. the grey Irish summer; its effects on fresh produce shortages and rising prices; and the impact on our biodiversity and wildlife in local areas. This personalises the current issues at hand and engages audiences rather than using more distant and abstract examples. However, remember to keep the conversation realistic and show that we are currently living with the changes. The key is not to avoid speaking about the current effects of climate change but to acknowledge the situation rationally and turn your focus to resolutions.
3. Empower with knowledge and actionable steps:
Don't leave the conversation hanging – empower people with practical steps that they can take. For businesses, highlighting actionable resources such as Enterprise Ireland’s “The Green Transition Fund” and Gov.ie’s Climate Toolkit 4 Business provide tips and guided support to start their own journey. Promoting community initiatives like "Trees for Ireland," which empowers everyone to contribute to reforestation efforts. Sharing your knowledge, not judgment, will inspire people to find ways to make a difference, no matter how small they may seem.
By keeping the conversation hopeful, solution-oriented, and grounded in real-world impacts, we can turn climate change from a daunting topic into a springboard for action. It is reassuring to know that scientists and environmental specialists have solutions that support a better future. It is up to communicators to deliver messages and stories that engage and empower audiences so that we can collectively embed these solutions. Every conversation, and every positive story shared, is a step towards a more sustainable future.
If you enjoyed these insights, check out the following Climate Hub articles from the &Smyth team: