Climate Confident Why Climate Messages Fail, Even When the Science Is Clear
In this episode of the Climate Confident podcast, I’m joined by Ollie Burch, a communications strategist and co-founder of Among Equals, to dive into the thorny but crucial issue of climate communications. How can we engage more people in the fight against climate change, and why are so many efforts to do so falling flat? Ollie, with his background in behavioural science and sustainability communications, offers fresh insights into what’s gone wrong—and, more importantly, how we can fix it.
One of the key takeaways from our conversation is that much of the current climate messaging is preaching to the choir. Ollie argues that climate communications have been framed largely through a progressive lens, unintentionally alienating large segments of the population. The solution? A shift towards messaging that resonates across political and cultural divides, leveraging behavioural psychology to make climate action feel relevant to everyday lives.
We also discuss the critical concept of psychological distance. Many people see climate change as a distant issue—whether geographically, socially, or temporally—making it difficult to inspire meaningful action. Ollie suggests that communicators need to focus on the here and now: how climate impacts things people care about, like their local environment, daily routines, or even their morning coffee.
Other highlights include:
- Why reframing climate action as patriotic or grounded in personal values can bridge political divides.
- The importance of moving from anxiety-inducing messaging to practical, solution-oriented communications.
- How simplifying messages (think: “Get Brexit Done”) and tapping into social norms can be powerful tools for change.
If you’re involved in climate communications, policymaking, or simply trying to make a difference, this episode offers actionable advice and a critical lens on how to communicate effectively about the most pressing issue of our time. Give it a listen, and let me know what you think!
Podcast subscribers
I'd like to sincerely thank this podcast's amazing subscribers:
- Anita Krajnc
- Cecilia Skarupa
- Ben Gross
- Jerry Sweeney
- Andreas Werner
- Stephen Carroll
- Roger Arnold
And remember you too can Subscribe to the Podcast - it is really easy and hugely important as it will enable me to continue to create more excellent Climate Confident episodes like this one, as well as give you access to the entire back catalog of Climate Confident episodes.
Contact
If you have any comments/suggestions or questions for the podcast - get in touch via direct message on LinkedIn.
If you liked this show, please don't forget to rate and/or review it. It makes a big difference to help new people discover the show.