Effective climate communication starts with really understanding the audiences you’re looking to engage and inspire. It’s urgent that we get that right, as the UN’s announcement that we will miss the 1.5C climate target makes very plain. We need to bring everyone with us if we are to genuinely ensure a better future for people and nature. That’s why we recently partnered with Rachael Orr and the team at Climate Outreach to host a webinar exploring how to bring personality, empathy and relevance into climate change communications.
The session was packed with practical insights drawn from Climate Outreach’s latest research, Britain Talks Climate and Nature. This landmark study segments the UK public into seven audience groups based on values, rather than demographics, offering a nuanced roadmap for engaging diverse communities on climate and nature. It exists to better understand and engage with people’s priorities, questions and concerns about climate and nature.
A nation of nature lovers – but trust is fragile
One of the main findings is that the UK is a nation of nature lovers. Across the political spectrum, people care deeply about the environment and want to protect it.
However, this concern exists alongside a growing distrust in institutions, governments and even climate activists. The collapse in trust – accelerated by events like the COVID-19 pandemic – means that climate messages must be delivered with empathy, credibility and authenticity. Here are the main takeaways:
Climate change has an image problem
Climate change can feel overwhelming or irrelevant compared to what many feel are more pressing concerns, like the cost of living or health worries. To re-engage people, we must shift the narrative from crisis to opportunity. Highlighting how climate action improves lives – through cleaner air, lower energy bills, and stronger communities – makes it real and relatable. People want to hear about progress they can see and feel. Sharing authentic, positive stories helps build hope, trust and momentum. It’s not just about saving the planet – it’s about creating a better future for everyone.
Sounding the alarm isn’t enough
We’ve moved beyond the phase of simply sounding the alarm. People are aware of the climate crisis, but many feel powerless or disillusioned. To re-engage them, communicators must offer hope, tangible solutions and stories of progress. Lots of people still may feel we haven’t done anything to tackle climate change – we need to show the progress that has been made, to maintain broad public support.
For example, when people learn that over 50% of the UK’s electricity now comes from renewables, they feel surprised – and optimistic. These kinds of facts, framed positively, can reignite public support.
The messenger matters
Who delivers the message is just as important as the message itself. Climate activists often bring passion and credibility but may lack empathy for audiences who feel left behind. The research shows that trust in politicians and protest groups is low, while local voices – like community leaders or small business owners – are far more effective messengers.
As communicators, we must ask ourselves: am I the right person to deliver this message, or should I support someone else to do it?
Lean in, lean out
The segmentation model helps us identify which audiences to lean into and which to let lean out. For example, the “Established Liberals” and “Incrementalist Left” are more likely to embrace new technologies like EVs and heat pumps.
Meanwhile, “Traditional Conservatives” and “Dissenting Disruptors” may be sceptical of climate policies but still care deeply about nature. Tailoring messages to each group’s values is essential for building bridges rather than walls.
Make it local, make it real
People want to see how climate action benefits their everyday lives. Whether it’s solar panels on the local leisure centre or cheaper energy bills for their community, tangible examples resonate far more than abstract targets like “net zero by 2050.”
The research shows that framing climate action around health, happiness, safety and local pride is far more effective than technical jargon or distant goals.
What’s next?
If you missed the webinar, you can watch it back here. We also encourage you to explore Climate Outreach’s website for practical resources tailored to different audience segments.
We’re committed to helping organisations tell better climate stories; stories that connect, inspire and drive change. If you’d like support applying these insights to your own communications, please contact peter@forster.co.uk. You can also learn more about our services here.