Helping inspire others to tackle climate change through storytelling

Today marks the start of Scottish Climate Week (23-29 September 2024) and this year the focus is on ‘Stories for change’.

I’ve worked in climate and sustainability communication for 15 years and I know how powerful storytelling can be.

Climate change has been high on the political agenda for years but it’s been used as a political football of late. This isn’t something that can be ignored and it’s certainly not something to cancel targets for. Without targets, action can be finger in the word or even meaningless.

 There’s a lot of noise about what businesses, organisations and individuals are doing to help combat the climate crisis. The more often people hear about climate change and the more trusted sources they hear it from, the stronger and more compelling the message is.

If you’re telling your story to help encourage change, then here are my top 5 tips for clear climate change communication which have appeared on a number of websites over the years but they are as relevant today as ever.

1. Devise a climate comms strategy

Don’t just start talking about what you’re doing in your business or organisation. Have a strategy and set objectives. Make sure it’s all relating back to your business/organisational plan and please be sure to integrate it across the business.

The usual who, how, where, when and what with questions will help guide you.

A great place to start is by measuring your carbon footprint so you know what you’re working with. Don’t forget to include your supply chain and your customers in your count and journey!

2. Humanise to become relatable

Whoever we speak to, whatever their background, or ‘level’, everyone is human. If we humanise our language we become more open and relatable.

Start by framing your audience and by that I mean understand them more deeply in order to frame our communication in such a way that is unique to them. That way they see your business/organisation as understanding of them and relevant.

Keep things simple no matter how impressive you think terms are. Don’t use corporate speak. Don’t use jargon. When there are big numbers and lots of technical information, you need to consider if that’s important for the audience to know, or if it’s just stroking the corporate ego. 

3. Make it accessible

Last month I completed my accessible communication certificate.Communication Access is a great free learning tool and it helps us understand why accessible comms is essential nowadays.

The PRCA published its accessibility guidelines, too. It’s great to see guidance for helping create more inclusive content and activity. You can read the Accessible Communications Guidelines 2023 here.

In addition to this, I find using the Hemmingway browser (or desktop) app really useful when I’m trying to simplify language and get more concise in developing short or long form copy. It gives pointers in language, sentence construction, tone and voices.

 Let me know if I’m missing anything?

4. Make it (bite-size) action orientated

I read this excellent paragraph on efficacy on a website, rare.org some time ago and I often refer to it when I’m trying to figure out how to get people to be confident in taking action. Yes we can use behavioural science to understand people’s motivations to do, or not do something, but there’s also a bit of psychology involved.

“A key part of making it doable is to give people agency. People with higher self-efficacy (the belief in one’s capacity to take action) or response efficacy (the belief that one’s actions make a difference) are more likely than those with low efficacy (eg those who believe nothing can be done) to take climate action. To build efficacy through communication, point people towards high-impact climate actions they can take as individuals and as part of their communities.

"That said, don’t ask everyone to become an activist right away. A meat-lover is unlikely to become a vegan, cold turkey (pun intended). Meet people where they are and help them take gradual steps."

5. Use trusted channels and methods to engage

Choose your channels of communication wisely by using trusted routes that talk factually and are seen as experts in climate communication.

The most impactful ‘messengers’ are those who are like that audience. Again, relatable. One who has built up trust over time but not just saying, but also doing.

6. Just do it – or else you won’t start

There’s a risk of over thinking, and worrying about getting it wrong but that only leads to no action at all. Just start somewhere.

Clear, simple climate change communication

I hope you found my blog useful. I know sometimes some of these tips sound like they are back to basics, but you’d be surprised at how effective going back to basics is when you’re talking about something as complex as climate change.

Through better, clearer and simpler communication around climate change, we can help make a difference by driving change.

Want to chat about your ESG, sustainability or climate change communication? You can email me here.