Research shows that the way we communicate has a direct impact on the behavior of various audiences

Floods, landslides, prolonged droughts, wildfires, tropical hurricanes, melting glaciers. Images and news reports about the effects of the climate crisis are popping up in media outlets around the world. Yet the issue continues to face prejudice, resistance, and misinformation from the public. 

A study conducted by the Reuters Institute in 40 countries indicates that, although most people agree on the urgency and importance of the issue, a considerable number view the discussions at climate conferences as somewhat abstract and distant from their own reality, and have difficulty understanding scientific models—such as those linking global warming to rising sea levels and their consequences. 

This same insight is reflected in the conclusion of the“Climate Visuals”report, prepared by Climate Outreach, a British organization focused on engagement on climate issues. The study outlined seven principles for communicating about the climate crisis.

It is essential to pay attention to how we communicate actions and initiatives in this area so that we can mobilize and engage the public. Certain images and approaches can lead to fatigue and rejection. Others foster greater involvement and a willingness to take action. Below is a list of tips to make this communication more effective.  

1. Tell new stories

Photos of smoke billowing from factory chimneys, polar bears surrounded by melting ice, and deforested forests can be useful for educating people who know little about the subject, but they can be tedious for those who have grown accustomed to seeing them. Less well-known and more thought-provoking stories and images help draw more attention to the issue.

2. Give local examples

Stories and images from local people or groups who have been affected by the climate crisis are more powerful than those from distant places. But there must be a balance between showing the local impact—so that people realize the issue is relevant to their lives—and connecting it to the broader phenomenon.

3. Show real people 

Photos of “real” people in spontaneous situations elicit more sympathy than posed studio shots, which are seen as the result of manipulation. Portraits of politicians tend to elicit more rejection, according to a study by Climate Outreach.  

4. Understand your audience's political profile

Whether one aligns with the left or the right of the political spectrum makes all the difference in one's stance on climate change, according to a Reuters Institute study on how people get their information about the issue. People who consider themselves on the left tend to be more supportive of actions to combat global warming than those on the right, who are more skeptical about the issue. 

5. Be careful with images of protests

Photos of activists at protests often only engage people who are also activists. For those who do not identify with that profile, these images can reinforce the idea that the protests are “for them” and not “for us.” Images of protests featuring people directly affected by the effects of global warming are seen as more authentic. 

6. Highlight the impacts of the climate crisis

The public is more moved by the impacts of the climate crisis—such as floods, landslides, and storm-related deaths—than by its causes. But be careful not to overdo it. It’s best to combine impactful stories and images with concrete measures that can be taken to prevent such situations.

7. Give examples of inspiring practices

Experts who follow this issue, such as environmental journalists, emphasize that it is important to propose solutions and share best practices adopted both in Brazil and in other countries so that people can see that there is hope. 

8. Engage with social media 

The mobilization of Gen Z youth has taken place mainly through social media platforms such as Facebook and Instagram and channels such as YouTube. They value direct communication with activists like Greta Thunberg of Sweden, who leads the Fridays For Future movement.

9. Pay attention to influencers and celebrities

Influencers and celebrities—such as American actor Leonardo DiCaprio—are viewed as sources of information just as important as journalists or experts on the subject. It’s worth seeking partnerships with them, depending on your strategy and the target audience for your communication. 

10. Be aware of regional differences

When addressing the climate crisis, keep in mind that certain regions, such as Africa, are disproportionately affected: despite their low greenhouse gas emissions, they suffer from the devastating consequences of global warming. Historically, the U.S. and Europe have borne the greatest responsibility for these emissions and should help finance mitigation and adaptation efforts in developing countries.