Fixing Climate Communications

Climate communication is at a crossroads. 

Critical voices are going quiet. Both private sector companies and public sector leaders are shying away from talking about climate change, and total media coverage has declined significantly since its peak in 2021.

The world is turning inward. As economic insecurity mounts, geopolitical tension rises, and the infosphere fragments, people's circles of attention are shrinking, keeping focused on their own finances, families, communities, and trusted sources. 

Today’s most common climate messages aren’t connecting. “Achieving net zero” ranks near the absolute bottom on people’s list of concerns. Anytime the word “ban” or “mandate” is mentioned, public support drops as much as 20%. “Green jobs” sound more like a promise than a reality, a “massive energy transition” sounds difficult and expensive, and the scolding “shoulds” and “sacrifices” of traditional environmental communication increasingly turn people off to the cause. 

What’s the path forward? Potential Energy, commissioned by The Rockefeller Foundation in association with its public charity, conducted extensive global research with over 83,000 respondents across six countries–the US, Canada, UK, Germany, Italy, and France–to identify narratives that can expand support for climate action and help us regain momentum.