Connecting on Climate: A Guide to Effective Climate Change Communication

In: https://doi.org/10.7916/d8-pjjm-vb57

Abstract

Climate change is not a new issue, but the need for meaningful and sustainable solutions is more urgent than ever. Climate communicators and mainstream leaders are still grappling with how to help Americans find meaningful, actionable paths forward and overcome the social, political, psychological, and emotional barriers that have hindered progress on climate solutions. To connect with audiences and unlock success in climate change communication, communicators need to shift their approach. Communicators need to go beyond simply providing people with the facts about climate change. They need to connect with people's values and worldviews and put solutions at the forefront to make climate change personally relevant to Americans and those they love. With this guide, we have brought together both researchers and practitioners to consolidate the best insights and evidence about how to communicate effectively about climate change. We have combined research from the Center for Research on Environmental Decisions (CRED) at The Earth Institute, Columbia University; ecoAmerica; and other institutions with insights that ecoAmerica has gleaned from communicating about climate change and other environmental issues with mainstream Americans and their leaders. This guide presents information in a digestible, actionable form to enable communicators to "up their game" when engaging Americans on climate solutions of all types and scales.