Climate Change Needs a Rebrand!
How to talk about climate change so people will listen
Climate change is a mega problem. And more than anything, it’s a human problem. Sure, it’s a tech problem, a societal problem, a money problem, a profit-over-human-and-planitary-health problem, a biodiversity problem, and a carbon problem. The more I think about it, it’s a problem that spans over so many fields and categories, it’s stressful in itself to think about. But when you begin to peel off the layers, you find that it actually comes down to us. Humans.
We are the problem. It’s our choices in the past that have created the reality we live in now and it’s our current choices that keep us stuck in that reality. But when you finally accept that, you begin a journey of empowerment.
Like a painting hanging in the upstairs bedroom in the cabin I just spend a couple of weeks in while visiting my home country Sweden, said:
“It’s the choices we make, not the chances we take, that will determine our destiny.”
At first I thought it was such a cheesy thing to hang on a wall (especially accompanied by a docked boat in deep blue waters in some beautiful location in the Pacific Islands,) but for each time I read it, the meaning sunk in more and more.
We are always free to make new choices. Always free to decide if the chances we took are working out or if it’s worth having another brave look and think again. And that’s what is so empowering about the climate crisis. Since it’s caused by previous thoughts, ideas, and bold chances, we can always - always - think again.
Now, I will be quick to say that just because we can narrow it down to humans, it doesn’t in any way mean it’s easy. We are an incredibly complex species living in an even more complex society and world.
I remember thinking once when I was younger that: “If we knew climate change is real and incredibly threatening to our world, planet, and society (which we do), why couldn’t we just print the money needed to find the solutions out of this crisis?”
Young and naive, yes, but I was at least smart enough to understand it’ll take money (because despite what any radical anti-capitalist might say, we need funding, leadership, and power to steer the ship in a different direction!) However, I was yet to understand the complexities of our society and - most importantly - the human brain.
Even if we put the risk of inflation aside, it would require that all of us could join behind the idea that putting money towards transitioning out of dirty energy and into a green, healthy, and circular economy is a good thing.
And that, we know, is far from the reality we live in.
I know I’m preaching to the choir here when I say that a new kind of growth is needed. And the fact that we do exist in these societal bubbles (bubbles made thicker and further apart due to social media and their sly algorithms that keeps feeding us more of the same) is what the issue truly comes down to.
We’re not acting as “one.” We’re not even living by the same truths and beliefs of what’s real and what isn’t! According to Yale Climate Communication, 14% of Americans still don’t believe that climate change is real (*According to 2021 numbers) and for the ones we do, we’re far from aligned on what believe needs to get done.
For a full view on what that map looks like, check out this cool interactive page.
But if we had the science to prove that we need change (we do), and if we had the solutions that could at least kick start us on a journey towards a different and much better world than the one we’re headed to now (we do), maybe it’s worth putting some effort into making sure we create that alignment.
And that (to my point with this newsletter) is where branding and communication comes in!
We need to shift the narrative on climate change and make people realize that not only is it a crisis all of us need to pay attention to, but that doing so can actually lead to even better ways. Better ways of living, better ways of working and commuting, better ways of spending our time here on Earth.
This recent article in Current Affairs wants to trash this notion of optimism and say that it’s actually dangerous for our movement forward, but I think it has missed the point of what true climate optimism is all about. It’s about finding that place of grounded awareness mixed with the curiosity explore and the courage to let go to find new and even better ways.
If we can shift the narrative on our stories, maybe we can give climate change the rebrand that it needs and get, if not everybody, then as many as possible, behind the joint idea that - yes - we need change, and holy moly what a fun and beautiful thing that is!
To quote John Marshall, founder of Potential Energy Coalition and expert on climate communications, in this recent episode of Outrage & Optimism:
“We we see from our data that you really can move everybody. It's kind of simple in a way. It's about understanding who they are, what they care about and what, and what they might miss.
To your first question about the brand of climate change, I think it's the surrounding attributes that are the challenge, maybe not so much the brand. No one wakes up in the morning and says, what a great day for some decarbonization.
Those of us in the in the climate elite are, but that's not how regular people think about the world. And so we've got a bubble problem on our hands. We've had a big miss with our terms of our language with our goals. And I kind of wish that marketers were brought in earlier, I guess would be my thought.”
*This quote has been shortened and cleaned up for clarity.
Climate Optimism in Action
It’s summer and for many of you, extremely hot - maybe even unusually hot! This “weirding” weather is a great opportunity to spark climate conversations with family and friends to deepen this alignment we just talked about. Here are a few quick reminders for how to spark successful climate conversations:
Lead with questions and find common grounds. This way you make the other person feel seen and understood and more likely to engage in a climate conversation.
Talk local to make the issue feel near and close to heart.
Drop the shame game - we’re all in this together!
Use storytelling over numbers, especially when the person is “new” to the topic.
Make sure to end with some climate optimism and ways to get involved with solutions and what can be done.
Hot tip — pitch The Climate Optimist Handbook to ignite an empowering journey of climate optimism and positive change! 😉
Other Summer Stuff To Do:
Spend time in nature and reconnect — so important for remembering why we’re here and what we still have to protect
Make sure to slow down and tap out. Visiting a place without wifi can do more wonders than we might think for resetting our neural system and reigniting our souls.
Spend some time to read, journal, and reflect. I always feel like my biggest and most inspiring ideas come through in the summer when I have more time to just be!
Climate Optimism + The Data
Vegan diet massively cuts environmental damage, study shows — Guardian
Eight things the world must do to avoid the worst of climate change — Guardian
New Nature Restoration Law boosts biodiversity and climate action across Europe — European Union
… Also worth mentioning is that I’m super excited to be hosting a session on the case for optimism as a communication strategy on climate change next week at the Harvard University Youth Summit!
Earthly climate systems are NO Problem for God ! Dear Anne. ...
Praise God bless him for sending me to capture the Dragon Satan for it is done Amen to that.
It is common knowledge that God ,bless him, is written about in AĹL RELIGIOUS BELIEFS controls the climate system.
Please let me enlighten you about Working with God it's no problem for him .
Love,
Chester Rafuse .