Marketing & Communications

3 Ways to Strengthen Climate Communications in a Chaotic World

Continued engagement and support for climate action now calls for bolder communication, stronger alliances, and a refusal to let misinformation and apathy stall progress.

Brand Provided | By Charlotte Colombeau | Published 1 month ago | About a 5 minute read

Image: Olivia Colman became "Oblivia Coalmine" for the Make My Money Matter campaign. | Make My Money Matter

2025 has started with a bang — namely, the current US administration, whose disdain for climate action is set to trigger a domino effect that threatens our future in countless ways.

For those of us doing all we can on an individual level — whether that’s reducing plastic use, eating less meat or dedicating our careers to sustainability advocacy — it’s disheartening to see these efforts undermined by the return of an administration dedicated to fomenting disruptive change and eschewing the long view in favor of short-sighted ‘wins.’

In their first two months in office, mentions of anything related to climate change have been erased from US government websites; and the US’ withdrawal from the Paris Climate Agreement — combined with plans to scrap the country’s clean-energy gains and ramp up fossil fuel production — could result in an additional 4 billion tonnes of emissions by 2030. That’s the equivalent of the combined annual emissions of the EU and Japan, and effectively waves goodbye to our chances of staying below a 1.5°C rise in global temperatures.

Climate communication must evolve to meet the moment

The good news? We’re better prepared than before. And the chaos the President has already caused has made one thing clear: The world can’t afford to wait for one nation’s leadership on climate.

So, how can we keep our spirits up and the momentum going?

1. Debunking myths and increasing awareness

It’s safe to assume that we can expect a surge of misinformation around climate change and climate science.

With the battle for truth back on the table, it’s up to us to ensure that even those opposed to climate action don’t buy into these falsehoods. To engage those on the fence, we must go beyond preaching and focus on genuine connection — acknowledging their fears, worries, motivations and beliefs with empathy. And our climate communications need a punchy, straightforward and assertive refresh — with truth as a central pillar.

The Make My Money Matter campaign provided a great example of this approach. Dedicated to empowering people to align their money with their values, they partnered with celebrities including Olivia Colman, Benedict Cumberbatch and Ambika Mod to highlight the real impact of our banking choices on the climate, combining cheeky humor with a powerful message.

2. Keeping hope and progress alive

Short-sighted policies may make the journey tougher — but thankfully, they can’t completely derail the climate movement. So, as we face the challenges to come, we mustn’t amplify a narrative that “climate action is over,” because too much doom and gloom leads to apathy — and if the battle is believed to be lost, what’s the point in acting?

Climate communications must not only debunk denial myths but also paint a hopeful yet realistic vision for the future, without falling into toxic optimism. The Outrage and Optimism podcast, co-hosted by former UN Climate Change Executive Secretary Christiana Figueres, does this well — effectively blending frustration about the climate crisis with optimism rooted in tangible solutions.

3. Uniting for greater impact

Now more than ever, collaboration is essential. While the US may have turned its back on international climate commitments, the rest of the world is moving forward — and exciting progress is being made.

Many nations are doubling down on climate action, driven by both strategic and economic motivations. China, despite being the world’s largest emitter, is heavily investing in clean technologies. The European Union, too, is pressing forward with its Green Deal strategy — fuelling economic growth for 350 million people, even as political winds also shift to the right.

Our communication strategies should champion this global momentum — showing that meaningful progress is still underway and that our climate goals remain achievable and within sight, despite any new obstacles created by US policies. A good example of this is The Daily Climate — a nonprofit, nonpartisan news site dedicated to driving science into public discussion and policy on environmental health issues — which collates climate news stories alongside a “Good News” section that highlights positive developments and solutions in the sector.

Conclusion

The next four years will be pivotal for underscoring the need for global action and a chance to prove that climate progress and leadership transcends the White House. We’re seeing a world increasingly committed to climate resilience, and this momentum won’t be halted by one country’s policies: The solutions exist, the opportunities are clear and the path is set for the rest of the world to lead.

Continued engagement and support for climate action now calls for bolder communication, stronger alliances and a refusal to let misinformation and apathy stall progress. Whether it’s pushing for stronger policies, supporting climate-conscious businesses, or simply shifting the conversation in your own communities, every action counts. The fight isn’t over — it’s just evolving, and we all have a role to play.