An old friend of mine has always been on the fence about whether the climate crisis is really happening. But recently, he’s changed his tune. Now, he wants to talk about where to live and buy property in a world that is increasingly experiencing extreme weather events, such as floods, fire and drought. The widespread threat of natural disasters has finally gotten to him.
Something about this shift stood out to me. It’s almost as if he’d skipped a step, moving straight from indifference and scepticism to doomsday thinking and helplessness. He had completely ignored the possibility of action, as if it was pointless to even consider whether we might find ways to address climate change.
I don’t blame my friend for this reaction. After the wildfires we’ve seen in Greece and Hawaii recently, and Australia not so long ago, which are invariably met with inadequate government response and extraordinary disinformation campaigns, many people are thinking the same way. But it’s no more logical a reaction than climate denial. Climate change affects every part of our ecosystem and environment, so where can we move that’s “safe”? If Maui showed us anything, it’s that nowhere is safe: developed cities and tropical islands are as vulnerable as the Australian bush or California forest.
It’s disheartening to see how the climate crisis is compounded by bad actors, vested interests and political polarisation. But as loud as they are, agents of disinformation and climate-change deniers are in the minority. As science communicators and as individuals living on this planet, we have to remember that our actions matter, no matter how small they feel.
For those of us in the STEM sector, sometimes it feels like Groundhog Day. We’ve been vocal about the climate crisis for DECADES. But it’s important to remember that communication does make a difference. Books such as Silent Spring show the potential for positive change. Change often doesn’t come in dramatic waves – it’s slow, incremental progress that adds up to make all the difference.
Crowds gather for the first Earth Day in 1970. Photograph: AP, via the Guardian
So, how can we ensure that communication about the climate crisis will be effective, and inspire actual change – and not just doomerism? Here are some thoughts:
#1. Be your own news publisher, not a PR site
I will say this until I’m blue in the face: you have the opportunity to be a unique source of news. When it comes to communications, the STEM sector – particularly universities – employs hundreds of thousands of specialists and spends hundreds of millions of dollars, and yet so many websites are filled with press releases and insider information that is meaningless to the average reader. Why not be more strategic with that spend? If a fraction of your research budget was invested in a strong communications strategy that takes cues from the strengths of media and science journalism, you might be surprised at your ability to influence public opinion.
#2. Audiences = power
Just ask Rupert Murdoch. Connecting with the general public on a personal level – what they feel, think and care about – will always be more powerful than publishing an academic paper in a high-impact journal. Through a consistent and considered communications strategy, you can build an audience that is invested in your work and will champion your cause. Consider why disinformation agents and conspiracy theorists are so successful – they are experts at building and connecting with large audiences. How can you build connections and positive momentum around your research?
#3. Integrate your communications, corporate and research strategies
Your communications strategy should be embedded in your corporate and research strategies – not treated as an afterthought. Too often, there is a wall between “the research” and “communicating about the research”, with the latter seen as a ‘nice to have’, which is easily pushed to one side. But the reality is that communication needs to be a pillar of your corporate and research strategies, not separate from them. A key part of any strategy is getting buy-in from your stakeholders, getting them engaged and eager to champion you. This starts with building a connection – and that comes from communication. When sharing important news or making an announcement, you have just one opportunity to get people on board. So start planning early.
#4. Confront the facts, but point to the solutions
Communication about the climate crisis can feel like a delicate balance: how do you convey its urgency (and the seriousness of your work) without getting lost in pessimism? One approach is to acknowledge the facts as they are, without sugar-coating it, but keep your focus on the solutions. It’s possible to be hopeful without being unrealistic, and hope is what will keep your audience engaged with you – and rooting for you.
#5. Speak fearlessly to power
Climate doomerism (and conspiratorial thinking) often comes from a sense of powerlessness. In the face of such a complex, systemic crisis, compounded by inaction or inadequate government responses, this is an understandable response. Why bother recycling if your prime minister brings coal to government meetings? As communicators, we have a voice and platform that others don’t. Harnessing the authority of knowledge and expertise of your scientists, you can use these advantages to speak truth to power – in fact, we have a responsibility to do so. Strong opinions move minds and inspire action. By speaking fearlessly and pointing out hypocrisy, we can connect with those who can’t, and build a common cause between us all.
#6. Avoid weasel words
My last newsletter about weasel words got a great response. It turns out (unsurprisingly!) that buzzword soup leaves a bad taste in everyone’s mouth. ‘Corp-speak’ ranges from meaningless to insidious; at best, your audience has no idea what you’re trying to convey, and at worst, they assume you’re hiding incompetence or outright lies behind the jargon. This is particularly important when it comes to communicating about the climate crisis – it’s crucial that your communications are accessible, clear and easily understood.
#7. Galvanise the kids
Youth-led and youth-focused climate activism has gained enormous momentum and visibility over the past few years, from the protests against the Dakota Access Pipeline at Standing Rock in the United States to the UK’s Extinction Rebellion and the cultural juggernaut that is Swedish activist Greta Thunberg. These are the major moments that draw attention, but there’s thousands of activists around the world, from UNICEF activists Tahsin Uddin in Bangladesh and Nkosti Nyathi in Zimbabwe to Leah Namugerwa, who kickstarted influential school strikes in her home country of Uganda and is a leading voice today.
As digital natives who have grown up in an era of unprecedented global connectivity, young people can show us how it’s done. Connecting with these generations should be a key part of any climate-focused communications strategy, whether it’s running an account on TikTok, sharing the brave activists who aren’t afraid to call out inaction, or celebrating wins that are important to them, that ruled favour of young peoples’ right to a healthy environment.
Inspiring me this week… The Gen Z activists who are taking on climate change
This week, the kids are galvanising me – particularly this group of Gen Z activists who are taking on climate change “through TikTok and lawsuits”. The article features a group of brave young people from the USA who have suffered the impact of the climate crisis and are taking action. This includes 13-year-old Kaliko Teruya, whose home was destroyed by the wildfires in Hawai’i and who joined 13 other young people, aged 9 to 18, last year in suing their home state over its use of fossil fuels.
Other inspiring activists in the piece include 23-year-old Zanagee Artis, who quit a job at Goldman Sachs to work on Zero Hour, a climate non-profit he co-founded while in high school; 21-year-old Elise Joshi, the executive director of Gen-Z for Change, who started the #StopWillow campaign on TikTok, and 24-year-old Vic Barrett, whose experience with Hurricane Sandy inspired his climate activism and who is a plaintiff in the Juliana v. United States climate case in Montana.
We’re obsessed with… Sydney Water
I love Sydney Water’s Instagram account. It shows how a strong communications strategy can bring the most mundane things to life and make them funny and relatable. You don’t have to be Monterey Bay Aquarium with its ridiculously cute sea otters – if you have a good eye for the absurd, the topical and the silly, you can easily connect with thousands of followers.
Infographic from @sydneywater Instagram
I particularly enjoyed this clever infographic that combined the seemingly-dull (residential water use data) with a big news moment (the Matildas’ incredible performance against the French team) for a great take on ‘toilet humour’.
- Other news that caught my eye
- Fighting climate change with a big blanket… bog
- Attack of the cookiecutter sharks! The cute name is somewhat misleading…
- A climate change report from 1912 – not sure whether to laugh or cry at this one.
- And finally, here’s how Denver Zoo performed a CT scan on an angelfish to fix its tilted swimming
Written by: Kylie Ahern, Publisher of The Brilliant and CEO of STEM Matters
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