Climate talks: Communicating sustainability

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Amid the ever-growing urgency of climate change, effective communication is paramount. At ACT Climate Labs, in collaboration with research company Bricolage, we recently shared insights from our research report Why words matter: how to speak to Brits about climate change.

It focused on a group coined as ‘Persuadables’, constituting 69% of the UK population. They typically see campaigning around climate as being for ‘others’ and ‘not people like me’. The research looked to bridge the cultural gap hindering climate-action engagement, with a special emphasis on rural dwellers, and working class and multi-ethnic communities.

Persuadables represent a significant majority of the UK population, yet their engagement in climate action is hindered by a cultural divide.

To try to reverse this, and find out which communication elements are producing the divide, we immersed ourselves in the culture of Persuadables. I travelled to Aberdeen, in Scotland, Pembrokeshire, in Wales, and the North-East and Midlands in England, to interview Persuadables and experts.

The research gave us a lot of insight into the themes and language that resonate with Persuadables. Language recommendations for campaigners crafting climate messages include:

Adaptability and perseverance

Climate communications can feel very abstract to Persuadables. Effective communication should foster genuine dialogue, actively engage community members, and emphasise united efforts and practical solutions.

It can be brought to life through:

• Illustrations or photographs that depict community members actively participating
• Emphasis on/examples of community strength, knowledge and adaptability
• Warm and community-centric tones that foster open, honest conversations
• Exploring stories and efforts of individuals and communities who have harnessed their adaptability and perseverance to confront the impacts of climate change.

Rooting and continued tradition

We identified that a ‘return to roots’ is a powerful call to action, advocating a return to the land and a renewed commitment to nature’s preservation. For Persuadable segments, this is a way forward in connecting and rediscovering cultural knowledge. It encourages the adoption of local solutions and re-engagement with traditional practices that empower communities to reclaim local, and maybe neglected, knowledge.
This can be used in:

• Localised communications that use local language and slang to make the message uniquely relatable
• Encouraging pride in the urban community’s origins, its place in the city, and how it connects to the future
• Expressing how embracing local environmental initiatives is testament to a commitment to their urban identity.

What’s in it for me?

More so than most, Persuadable cohorts have a need to prioritise their immediate vicinities. Re-evaluating climate communications through the perspective of our audience – to ensure they can always answer the question ‘What’s in it for me?’ – is key.

This can be done by:

• Underlining profound emotional and practical benefits of taking action
• Linking the challenge of climate change with personal motivations, without using big words such as ‘interconnectedness’ or ‘system-wide change’
• Showing how sustainable choices have the power to enhance overall wellbeing, foster a sense of belonging, and generate contentment, without trying to ‘educate’ the audience.

By tailoring language and themes to specific audience segments, climate experts can bridge the cultural gap and inspire meaningful action towards a sustainable future.

Navigating the cultural landscape: speaking to working-class Brits about climate change
The research about the mindset of working-class communities was conducted in Aberdeen, Pembrokeshire and various locations in England.
Aberdeen’s economy transformed significantly with the influx of oil and gas investment during the 1970s, but it’s still influenced by heavy industries and socio-economic strife.

The research identified several critical themes for climate campaigners to consider to engage effectively with this demographic, including:

1. Industrial decline and fragmentation – people feel protective of traditional industries, and comms should highlight continuity of these in the context of forward-thinking solutions.
2. Mistrust in institutions – use clear, familiar language, collaborate with community members to build trust, and create narratives that leverage local voices.
3. Focus on immediate priorities – with respect towards current struggles.
4. Not standing out – normalise positive environmental actions, avoid divisive language, and respect the community’s hardworking nature without downplaying it.

Cracking the code: speaking to rural Brits about climate change

Among the Persuadables, the rural and semi-rural segment poses a unique challenge. We focused on the intricacies of rural Pembrokeshire, providing valuable insights into the mindset and narratives that shape the perspectives of this demographic.

Pembrokeshire, in the south-west of Wales, is a sparsely populated and rural part of the UK. Agriculture and tourism are key cornerstones of its economy, and the Welsh language is spoken by 17% of Pembrokeshire’s population.

The research identified several critical themes for climate campaigners to consider to engage effectively with this demographic:

1. Traditional values – be aware of a level of conservatism and reinforcement of traditional roles in rural communities.
2. Living in the landscape – a different and innate connection to landscape.
   
3. Removed from urban centres – mistrust and some disconnect with what ‘gets decided’ in urban centres of power.
   
4. Farmers vs everyone – farmers feeling attacked on all sides.

decoding THE CULTURAL TAPESTRY: speaking TO MULTI-ETHNIC BRITS ABOUT CLIMATE CHANGE

To better understand the mindset of multi-ethnic communities, we carried out research in Nottingham, particularly focusing on the perspectives of Black British and Southeast Asian populations.

Nottingham serves as a microcosm for studying multi-ethnic communities. With a growing population, including 13.1% British Asians and 7.3% Black British residents, the research identified six critical themes for climate campaigners to consider to engage effectively with this demographic. These include:

1. Us vs them – listen to diverse social classes and incorporate their voices.
2. Goal achievers – align with their aspirations.
3. Navigating multiple influences – being mindful of the traditional and progressive worlds they inhabit.
4. Pockets of hope – community-led projects.
   

Understanding the cultural nuances revealed by our research is paramount for effective climate communication. By embracing the findings and tailoring messages, we can foster engagement, build trust, and make climate change a relevant issue for ‘people like me’.

As we navigate the climate crisis, words matter, and understanding cultural nuances is key to unlocking engagement and fostering positive change.

Florencia Lujani is strategy director at ACT Climate Labs

This article was first published in the July 2024 issue of Impact