Climate communication principles

How could policymakers navigate the complex climate communication? Twelve different principles are designed to guide efforts to navigate the climate transformation. These principles serve as guidance for communication that involves not just facts but also values, systems, and practical solutions. The interconnection allows for more reflection on the work and awareness of the measure’s broader picture. Strengthening important communication pillars, such as social justice, by introducing principles such as “Include marginalized groups” or “Foster participation”.

Normative principles

Frame responsibility as collective

Current climate change mitigation communication emphasizes individual responsibility, such as using a CO2 calculator and framing the transformation as an individual effort. A shift toward collective responsibility is necessary, using language and measures that contextualize action within society as a whole. This reframing can help foster broader behavioral change.

Reflect on the effects

Ethically reflect on how measures and messaging affect different groups, particularly the most vulnerable, when communicating about climate. For that, an ongoing evaluation through quantitative data surveys or qualitative methods, such as interviews or workshops, helps create a basis for reflection. Also, monitoring ecological effects is crucial, as more-than-human actors are important to reflect on within the climate transformation.

Include marginalized groups

Working toward social justice by including marginalized and vulnerable groups in engagement formats, such as debates. Aim to develop socially affordable and fair measures, and to communicate them appropriately; in this way, these groups feel more integrated and involved in efforts to mitigate GHG emissions. Further, these imbalances should be acknowledged and discussed with them to recognize their current situation.

Communicate transparently

The communication should be transparent. Therefore, also communicate transparently if a behavior change caused by a measure is initially negative. Otherwise, the trust towards the institution may be declining. Furthermore, transparent communication should represent society and not distort its consensus.

Systemic principles

Recognize interconnections

Do not view climate change and its efforts as being in a silo, as we now face a polycrisis. It is more crucial than ever to see the interrelatedness of climate change mitigation measures with other fields and crises. Also, on a local level, the measures and potential for injustice should be seen in the bigger picture to identify the levers where effective communication can intervene and further support the policy process.

Navigate power structures

Recognize and work with the power structures. Media, lobbying, and politics can have unforeseen effects on public perception of measures. Institutions should not underestimate these power structures. Actors such as media outlets often have active roles in framing and informing the public. By recognizing them as a part of the communication, it is possible to work with them and build sustainable barriers against potential misinformation and resistance to new climate change mitigation measures.

Contextualize communication

The values, norms, and attitudes differ in diverse societies. Therefore, contextual understanding of the underlying interrelated patterns is necessary for communication to be meaningful. Policymakers may do this by framing debates and crafting positive narratives that adapt to the audience’s context. Furthermore, translating measures into everyday life situations contextualizes complex measures and helps them understand what they will mean for them.

Application principles

Communicate proactively

Moving away from defensive communication helps to build trust in society. A first step is seeing communication not as the end of the regulatory process but as a catalyst for understanding different segments and shaping measures with them. Furthermore, by being proactive and bringing in hopeful messages that foster new conversations within society, it helps to form new engagement formats. This proactive approach not only helps to debunk misinformation but also spreads the correct information beforehand.

Build long-term structures

In the climate transformation, it is important to build long-term structures, as understanding the context, but also intervening, takes time. Therefore, planning projects with a long-term perspective and regularly reviewing and adapting the structure based on changing circumstances helps. Furthermore, once the focus shifts to building resilience in communication rather than solely communicating the finished measures, building trust and acceptance for a change in behavior takes time.

Foster participation

Communicate with them, not just to them. Therefore, establish communication with the segment by, for example, running open workshops with them, giving them the power to develop new formats, and continually elaborating on the topics to better understand and communicate with them. When working with others, it is helpful to set the right expectations from the beginning. Furthermore, beyond one’s own participation, using one’s own power to enable others and to participate beyond the formats with others may also be a crucial step.

Make the change of behavior visible

Visualize behavioral change within groups to foster change in values, norms, and attitudes, as trusted community leaders and organizations are a promising source of influence. This visualization may be achieved by providing visual cues, such as showing how many people have cycled along the street each day, or for vehicles, the environmental badge, or the differentiation of license plates between combustion and electric engines. However, for non-material change, it is more difficult; exploring with participants collectively how to foster positive conversations within their groups could raise the visibility, for example, through art projects or participatory formats such as climate districts or campaigns, but also through initiatives such as open basements, where citizens show how they have transformed their heating or solar systems. Therefore, visualizing a behavior change may also be achieved more implicitly and be part of a long-term structure.

Use psychological factors deliberately

People are more likely to engage with information that aligns with their values, norms, and attitudes. Further emotions can play a role. Negative emotions may trigger helplessness, whereas positive emotions may help people receive and act on information. Framings, including factors such as cost savings, community strengthening, or health benefits, can foster positive emotions. Also, Visions can help here, yet for that, it also has to be shown how it is possible to reach the vision. Using the psychological factors should benefit the audience. Therefore, the framing should be done with care and continuously reflected on, depending on the targeted group, to avoid manipulation.

References

¹Mathias Schmid. (2023). _Klimakommunikation im Verkehr Leitfaden für Politik, Behörden und Institutionen_ (No. 1). [https://www.kea-bw.de/fileadmin/user_upload/Nachhaltige_Mobilitaet/Wissensportal/KEA-BW-Leitfaden_Klimakommunikation_barrierefrei.pdf](https://www.kea-bw.de/fileadmin/user_upload/Nachhaltige_Mobilitaet/Wissensportal/KEA-BW-Leitfaden_Klimakommunikation_barrierefrei.pdf)

²Grahsl, B., Kautnek, T., & Schmid, J. (2022). _Leitfaden Klimadialog_ (p. 44) [Leitfaden & Ratgeber]. Bundesministerium für Klimaschutz, Umwelt, Energie, Mobilität, Innovation und  Technologie (BMK).

³TU Berlin, Fachgebiet integrierte Verkehrsplanung, Buchmann, L., Gerlach, J., TU Dresden, Professur Verkehrsökologie, Hausigke, S., TU Berlin, Fachgebiet integrierte Verkehrsplanung, Porojkow, I., Roderer, J., Uppenkamp, T., & Vobruba, M. (2023). _Leitfaden Nahmobilität._ TU Berlin, Fachgebiet integrierte Verkehrsplanung. [https://doi.org/10.26128/2023.63](https://doi.org/10.26128/2023.63)