COMMUNICATING CLIMATE
Communicating Climate Effectively
Practical tools and evidence-based guidance to help journalists, NGOs, educators and communicators create climate messages that people understand, remember and act upon.
What communication challenge are you facing?
Whether you’re trying to make climate change feel more relevant, inspire action, avoid overwhelm, or engage new audiences, behavioural science can help. Choose a challenge below to explore evidence-based communication strategies.
Six principles of effective climate communication
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1
Make it clear
Use simple, concrete language. Avoid jargon and explain what the science means for everyday life.
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2
Pair urgency with agency
Show the scale of the problem, but always pair it with concrete, achievable actions people can take.
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3
Lead with story, not statistics
People remember stories and real examples far more than numbers. Put people at the centre.
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4
Know your audience
Tailor the message to what your audience values, and meet them where they already are.
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5
Reach beyond the green bubble
Speak to people who don't already identify with climate action — use trusted messengers and shared values.
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6
Activate the right emotions
Hope, pride and belonging motivate action better than fear and guilt alone.
Tools you can use today
The Little Book of Green Nudges
Practical, science-backed nudges to encourage greener choices on campus and in communities.
Download the book
What is the Climate Story in 2025?
The latest research on how people around the world think and talk about climate change.
Read the report
Audience Quick Guide
Jump to evidence-based guidance for the audience you’re trying to reach. Each snapshot links to the research and the practical takeaways.
Youth (15–24)
Speak to identity and agency
Young audiences respond to messages that connect climate to their values, communities and ability to act — not to doom.
Parents & families
Lead with health and the future
Frame climate around clean air, safe food and the world their children will inherit.
Decision-makers
Pair evidence with local benefit
Combine credible data with concrete, near-term gains for the community they serve.
Trusted voices
Use messengers people already trust
Doctors, teachers, faith and community leaders move audiences that institutions cannot.
Social platforms
Meet audiences where they scroll
Short, story-led video and shareable visuals outperform long reports for reach.
Local media
Make it a local story
Tie global change to a place and people the audience recognises.
Framing
Lead with solutions, not just risk
Show the problem, then always offer a credible, achievable path forward.
Language
Drop the jargon
Use plain, concrete words and everyday examples instead of technical terms.
Emotion
Activate hope and belonging
Pride, hope and shared identity motivate action better than fear or guilt alone.
Go deeper — browse by theme
Explore the research and practical tools organised by the themes that matter most to your work.
- Emotional dimensions
- Framing, narrative & storytelling
- Audience segmentation
- Behaviour change
- Young people & climate anxiety
- Practical tools & toolkits