Effective Climate Communication: Moving Beyond Jargon & Fear
I presented a youth climate mental health program that our team developed in response to the Maui wildfires at the 2024 AGU conference. Our presentation received a lot of praise, which is always rewarding! But what made it truly impactful was our willingness to share personal stories. By opening up about our experiences with the disaster and the process of developing the program, we created a space for vulnerability—allowing the audience to form an emotional connection.
In a conference filled with scientific reports, our presentation stood out. While we didn’t present complex technical data, I couldn’t help but notice the communication gap in many sessions. Scientists dedicate their work to uncovering critical insights, yet translating those findings into clear, engaging messages—let alone inspiring action—can be challenging. This is especially true in climate science.
Climate change is one of humanity’s most complex challenges, and the way we talk about it shapes our ability to act. Effective communication can transform abstract science into tangible solutions that drive community action. Yet, too often, climate messages fail to engage, resonate, or inspire change.
Presenting ideas, research, and solutions using storytelling techniques can improve audience engagement and understanding.
The Communication Gap
Addressing climate change requires a multidisciplinary approach. Atmospheric science, ecology, hydrology, environmental microbiology, geosciences, and biology are all critical Earth system sciences investigating climate change. That means a lot of scientists are at the climate table—and with them comes a lot of technical language.
All that science talk can be confusing and exhausting. Jargon-heavy communication makes climate issues harder for the general public to understand, creating a disconnect and fueling confusion and skepticism. It’s similar to the medical field—complex diagnoses, technical terms for treatments, and an overwhelming flood of (sometimes conflicting) information. If people don’t understand what’s happening, how can they act?
Another challenge is the overuse of doom-and-gloom messaging. While urgency is necessary, messages rooted in fear and catastrophe can lead to disengagement, anxiety, and a sense of helplessness. Extreme stories may grab attention, but hope is what moves people to take action. To build resilience and inspire change, we must shift the narrative from crisis to solutions.
These images portray action and collaboration through innovation, policy design, and restoration.
Key Climate Communication Principles
While there are several effective communication tactics, in this article, I’m highlighting four key principles we can lean on when developing communication plans or even in our everyday conversations.
Clarity: Use plain language and avoid jargon.
I like to phrase concepts in a way that my 10-year-old son may understand. Simplifying your message can make it more approachable, digestible, and actionable. Even words commonly used in climate science, like mitigation and adaptation, can be misinterpreted by the public, so if you must use them, include a brief explanation or definition.
Storytelling: Human Stories Inspire Action
Facts alone do not drive action. While authoritative scientific information is essential, data does not resonate on an emotional level. Stories help people connect more deeply to the issue and see themselves as active players rather than outsiders.
We need stories of resilience, innovation, and hope, not just stories about disasters and tipping points. We need inspirational stories that fuel and energize us to continue the work and build action across communities. Vanessa Boris of Harvard Business School writes, “Telling stories is one of the most powerful means that leaders have to influence, teach, and inspire…Stories convey the culture, history, and values that unite people.” The climate movement needs to leverage the power of storytelling to unite and energize communities.
Local relevance: Connect Climate Issues to Everyday Life
People are more likely to engage when they see how climate change impacts their homes, health, and jobs. Effective communication should focus on what matters most to the audience. This means considering culture, history, and values. Climate messages tailored to specific communities ensure it’s relevant and respectful.
Solutions-focused messaging: Hope and Action Drive Engagement
People need to hear about the problem, but they also need to know what can be done about it. Highlighting innovative solutions—whether new technologies, policy wins, or community-led adaptation efforts—can inspire action and curiosity.
For example, sharing stories of successful restoration projects, nature-based solutions, or advancements in climate adaptation technology can motivate people to get involved. Balance urgency with empowerment.
“To hope is not to wait around until you are feeling optimistic, but to join with others in defiant response to what we are doing to the planet.” - Elin Kelsey
Moving Forward
If you have an opportunity to engage people in climate action, try telling a compelling story. Remember to use plain language, keep it relevant to the audience, and highlight solutions. A good story can serve as a “hook” to capture attention; from there, you can share credible resources to support those interested in continued learning.
Readings & Resources
This article highlights 9 Powerful Stories about Climate Change
Here’s an interesting article about engaging with climate change on social media: Social Engagement with climate change: principles for effective visual representation on social media.
In her inspirational book, Hope Matters: Why Changing the Way We Think is Critical to Solving the Environmental Crisis, author Elin Kelsey argues why “hope is our most powerful tool for change.”
Sources for my science readers:
Sangervo, J., Jylha, K. M., & Pihkala, P. (2022). “Climate anxiety: Conceptual considerations, and connections with climate hope and action.” Global Environmental Change, 76, 102569. [DOI: 10.1016/j.gloenvcha.2022.102569]
Nabi, R. L., Gustafson, A., & Jensen, R. (2018). "Framing Climate Change: Exploring the Role of Emotion in Generating Advocacy Behavior." Science Communication, 40(4), 442-468. [DOI: 10.1177/1075547018776019]
Dahlstrom, M. F. (2014). "Using Narratives and Storytelling to Communicate Science with Nonexpert Audiences." Proceedings of the National Academy of Sciences, 111(Supplement 4), 13614-13620. [DOI: 10.1073/pnas.1320645111]
