Climate change impacts are not partisan and should no longer be discussed as such, according to a new analysis of climate communicators. Floods, wildfires, and extreme heat affect individuals regardless of their political affiliation, underscoring the need to reframe the conversation.
An examination of leading climate communicators in the U.S. and Canada revealed that their primary goal is not political advocacy but fostering public understanding of climate change and its escalating effects. Communicators noted that while heatwaves, droughts, storms, and floods have always occurred, the warming planet intensifies these events, leading to significant consequences. Extreme heat deaths are likely underreported, and air pollution from fossil fuels and wildfires contributes to a growing list of health issues, including asthma, dementia, and premature death. Furthermore, climate-related expenses such as increased utility bills and insurance premiums are already costing households hundreds of dollars annually, with no region being entirely safe from these risks.
When people understand the link between observable events and the underlying cause of climate change, support for climate action tends to increase. This phenomenon is observed globally, highlighting the necessity of solutions that make environmentally sound choices the easiest and most affordable. Achieving this requires action at all levels—individual, community, corporate, and governmental—with policy playing a crucial role in accelerating broader efforts.
Despite the growing impacts of climate change, public discourse on the issue remains insufficient. Survey data indicates that only about half of Canadians and 41% of Americans engage with climate change information weekly. Discussions about global warming among friends and family are even less frequent, with nearly half of Americans reporting they never discuss it.
Several factors contribute to this communication gap. One significant reason is the polarization of public discourse, which complicates climate conversations. Efforts to elevate climate change as a priority can misrepresent its pervasive influence. In reality, climate change is not a separate issue to be added to a list of concerns; it is already impacting top priorities such as finances, health, and family security. Making this connection explicit and consistent is key.
Communicators surveyed emphasized that effective climate messaging connects the crisis to daily life, including jobs, health, and cherished local environments. They frame climate change not as a competing worry but as a factor already shaping existing concerns. By linking what people value to the threats posed by climate change, communicators aim to demonstrate that nearly everyone has a personal stake in addressing the issue.
Another critical priority for communicators is shifting public perceptions and norms. While a majority of people express worry about climate change, many underestimate the extent to which others share these concerns. This underestimation can lead to reluctance in discussing the topic. Research indicates that knowing others care about climate change is a strong predictor of an individual's willingness to speak up. Open conversations are essential for identifying like-minded individuals and fostering collective action.
Climate communicators are largely focused on informing and educating their audiences about climate science, risks, impacts, and potential actions, rather than advocating for specific candidates or policies. Only a small percentage of those surveyed identified advocating for elected officials as a priority.
Despite the evident need for climate communication that avoids polarization and connects to existing values, many communicators operate with limited resources. Less than half have received financial support in the last five years, with many working alone or in small teams. Nevertheless, a significant majority are consistently producing and disseminating content about climate change.
Periods of extreme weather can create openings for increased engagement with climate science and action. Individuals who experience climate-exacerbated events often become more civically and politically active. In a warming world, learning from those already effectively communicating about climate change is crucial. Trusted messengers, such as friends and family, can initiate productive conversations about climate solutions. The call is for individuals to become climate communicators themselves, countering efforts to polarize and silence the discussion.
The message is that addressing climate change is a fundamental human concern, not a political one. Shifting the narrative from a partisan debate to a shared challenge requiring collective solutions is seen as essential for addressing the climate crisis effectively.