If the Earth was a fruit, it would be a blueberry. A very thin layer of the atmosphere, just like the thin skin of the berry, protects us and ensures the right conditions to sustain life on our planet. There is no other place we as humans can live, no matter what some technocrats might say. The subject of mitigating climate change should be viewed as simple as calling an ambulance for a broken leg. Yet the decades-long debate still continues, including everything from anthropogenic influence sceptics, obsessive economic boosters, to “ah, but what can be done” and “there are more important things right now”. Even those of us who are hands-on and full gear into the fight for a habitable planet often give in to doom, solution-less criticism or drone on in technical jargon until everyone’s eyes glaze over. The way we talk about this subject can make or break engagement. The ruling narratives shape our perception of the World and our place in it. Climate conversations can be engaging, inspiring, and – most importantly – effective. Let’s build better conversations: the ones that inspire action instead of existential dread.
Messages with benefits
One of the biggest challenges in climate communication is making it relevant. People have different life paths and viewpoints, but we are all influenced by meaningful and personal experiences. Many form their beliefs before we’re old enough to remember them, and during our teenage years. Some of us are more susceptible and can be deeply influenced by the experiences of others. It’s easy to assume that facts will do the heavy lifting, but reality is messier. People don’t always rationally react to science and data. Actually, most of the time we don’t, according to the Nobel-winning psychologist Daniel Kahneman.
Focusing on co-benefits is a crucial lever. Despite the more frequent floods, storms and droughts in my home country, Latvia, many feel that climate change doesn’t concern them. But people do care about their health, their children’s future, saving money, and having access to green spaces and safeguarding their childhood memory landscapes. Shifting the focus from emissions reduction, we can talk about how biking instead of driving leads to better air quality, better health, and fewer traffic jams. We can highlight how renewable energy is affordable, available, and less polluting. The transition to sustainability starts as a personal motivation – an opportunity to improve the quality of life. Climate change isn’t about individual species – it’s about the economy, public health, food security, and, yes, also military conflicts.
The message needs to be clear and adapted to the audience. Even well-meant messages can feed the "ecologist-only" narrative. For example, an unhealthy habit in Latvian media is using the phrase “nature friends”, diminishing experts with years of experience to well-meaning but cumbersome tree huggers. The best experts can explain their subject clearly even to a school kid. While such a skill is hard to acquire, we can all aim for less misplaced jargon and more honed and simple language. This shift in messaging makes action something people understand and choose to do, not just something they feel forced into. Whether it’s privacy rights or counter-disinformation, by linking the message to the audience’s everyday life, we’re creating a tangible and realistic vision of personal involvement – “what does this mean to you?”. Nobody wants to be lectured, but everyone loves a good story that connects to their lived experience.
Would you like some ice?
Ever argued with someone only to realize they’re more interested in winning the debate than engaging with the facts? Welcome to the world of motivated reasoning. People resist information that contradicts their identity or worldview. And they might simply not have the brain space to hear the message, if they’re overwhelmed by some existential struggle. That’s why empathy and leveling the playground are key.
I must often remind myself to dive gently into an impassioned speech about biodiversity’s crucial role with an unseasoned listener. It takes a lot of patience to temper a conversation while the house is in full flames, but in this dialogue, it is necessary. The triple crisis of climate, nature and pollution is urgent, but fear-based messaging can backfire, making people disengage. Some marketing agencies we’ve worked with in the past have suggested concentrating on positive messages and small steps, even going as far as recommending avoiding the words “not” or “must”. Á la “tell people about the apocalypse – but in a fun, positive kind of way”. I don’t always follow this advice as I do not agree that only positive messaging will get the job done. We have every right to sound alarming and a responsibility not to hide how steep the hill is to climb. Yet it is much easier to have this frank talk if we’re on the same page. This could be seen as an ice-bucket challenge: no one should suffer it when they’re already freezing in the winter cold, but we must bring the awareness to the point that people are ready to plunge in themselves.
Our goal is not to fight disinformation by pointing out that the other party is an idiot. Our goal is to show a better viewpoint. And then look together for tangible solutions and steps people can take. In a conversation, let’s identify the points of resistance. Is the person worried about economic impacts? Do they distrust government regulations? Understanding what’s holding them back helps to tailor the approach. People don’t avoid action because they’re lazy; they often feel stuck. Before diving into disagreement, it is important to acknowledge concerns and look for unity. Likewise, when countering disinformation, it is neither wise nor kind to ridicule those who believe in conspiracies. Meet them where they are, build trust, and introduce new perspectives gradually. People are more likely to listen to someone they feel doesn’t dismiss them, rather than someone who treats them as ignorant. That in no case means giving in, losing your grounds or self-respect. Bullying is not acceptable! It is simply seeing others as co-habitants on this beautiful planet, with their fears and struggles; as an expression of life that deserves love and kindness (and in some dire cases, has never had it).
To not drown, be a wave
It is discouraging to feel like our actions don’t matter. Many people feel like the climate battle is too big and too global to have any real solution, and from such a viewpoint, it seems useless to keep on taking your tote bag to a shop. Yet again and again, even in the gloomiest passages of history, humanity finds collectivity, inspiration and meaning. Every degree matters and every conversation matters. We must tread the tricky path between the two unhelpful narratives – doom’n’gloom and the triviality of bamboo toothbrushes.
The reality is serious, but it’s not hopeless. The biggest hope for me is that it rarely is a one-or-the-other kind of situation. We can talk about systematic change while encouraging small steps. We can support renewables while insisting on appropriate environmental assessments. We can be factually correct while also admitting emotions. We are impactful even if we’re not perfect.
Let’s incite action at the right scale. While people need to see that small, consistent efforts matter (and they do!), it is even more important that they are aware of and are directed to the most impactful levers for long-lasting change. It is unjust and unsustainable to ignore the waste and pollution sources and keep blaming people for inadequate trash sorting. Whether it’s evaluating our biggest influences (spoilers: it’s not the toothbrush), supporting and rooting for green policies, or educating ourselves and sharing reliable information, it is vital to lay a strong foundation. Our small actions can turn into a tidal wave if we channel our energy together – acting as a community in defending our interests. The most wonderful storytelling example of community, positive engagement and hope can be found in Robin Wall Kimmerer’s book “Braiding Sweetgrass”. One of the rare occasions that illuminates the positive impact of people on nature, the book also shows a beautiful coexistence of science and ethos.
A more engaging way forward
We’re not just fighting climate change, disinformation, or any other global challenge – we’re also fighting disengagement. How we frame the conversation matters. By pointing out the co-benefits, engaging with empathy, and telling the stories of meaningful, positive impact, we can make difficult topics more approachable and actionable. Maybe the best way to ignite care for the planet is to make people fall in love with it. Next time someone says, "But what can I do?" tell them: a lot. And invite them for a walk (bonus: fresh air and existential clarity included). Start with telling a story: make it relatable, find common ground, and show hope and beauty. We all could benefit from a bit more of it. And what if someone calls you Greta Thunberg? Take it as a compliment.
Author: Madara Merle
Background illustration: Madara Merle
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