Communicating Climate Change

This episode features a conversation with John Marshall, CEO of the Potential Energy Coalition. It was recorded in March 2024.John’s three decades of experience in advising the leaders of Fortune 500 companies spans branding, marketing, innovation, and digital transformation. As well as his work leading Potential Energy Coalition, John is a Professor at Dartmouth College, a senior client advisor at the marketing consulting firm, Lippincott, and he’s even delivered a Ted Talk on climate change too. John’s been a partner at consulting firms big and small, and a frequent industry commentator, speaker, and marketing writer whose words have graced the likes of the Harvard Business Review, Forbes, The New York Times, Wired, and Fast Company.Amongst other things, John and I discussed radical audience centricity, the down sides of using crisis messaging, and how we can more successfully sell the troubled “brand” that is climate change.Additional links: Sign up to the “That’s Interesting!” newsletter on Potential Energy Coalition’s websiteThe Talk Like a Human guideThe Later is Too Late report and interactive toolJohn’s TED Talk on effectively talking about climate change

This episode features a conversation with Katherine Dunn, Content Editor at the Oxford Climate Journalism Network, a program led by the University of Oxford’s Reuters Institute. It was recorded in March 2024.Through her work at the Oxford Climate Journalism Network (or OCJN) Katherine has worked with more than 500 journalists from over 100 countries, seeking to improve climate literacy and climate storytelling. In 2023, she was a co-author of the European Broadcasting Union’s, “Climate Journalism That Works”, a report on how newsrooms can better cover climate change and build a climate strategy. I actually discussed this amazing resource in a previous episode, with Alexandra Borchardt, so, though Katherine and I didn’t talk about it here, if you’re interested, you can find a link to that episode below.Before joining the Reuters Institute, Katherine spent the best part of a decade working as a reporter and editor in business journalism, with a focus on the energy and commodities markets and industries. This included a stint as editor at Fortune magazine, where she covered climate change and the energy transition. Amongst other things, Katherine and I discussed what makes an effective climate news story, the obligations of newsrooms when it comes to addressing climate issues, and the unique role of meteorologists in delivering relevant and actionable local climate insights.Additional links: About the Oxford Climate Journalism NetworkClimate news insights from The Reuters InstituteInsights on news avoidance from The Digital News Report“Find your mango” and other learnings from the OCJNThe BBC’s “Life at 50C” seriesThe New Yorker’s stories about electricians My interview with Alexandra Borchardt about the “Climate Journalism That Works” report.

This episode features a conversation with CEO and co-founder of Redwood Climate Communications, Josh Garrett. It was recorded in November 2023.Having spent more than half of his almost two decades of strategic communications and marketing experience committed to clean energy and climate tech, Josh co-founded the climate-focused advisory and public relations firm Redwood Climate Communications in September 2021 and has since led the growth of the company while maintaining its commitment to facilitating climate progress.Over the course of his career, Josh has led campaigns for climate organizations large and small, including Google Nest, Stem, and Sunrun, as well as environmental non-profits like The Nature Conservancy. Amongst other things, Josh and I discussed the state of political polarization on climate issues in the United States, what this poster child of partisanship can teach us about communicating climate change across the aisle, and which bright spots we might look to for inspiration.Additional links: Visit the Redwood Climate Communications websiteCheck out Rewiring America and Pique ActionYale Program on Climate Change Communication’s 6 Americas of Global Warming

This episode features a conversation with Project Drawdown’s Director of Storytelling and Engagement, Matt Scott. It was recorded in February 2024.Matt works to help everyday people find their role in climate solutions and climate justice at the community level. He’s the host of the climate solutions short documentary series Drawdown's Neighborhood, featured on the Weather Channel's Pattrn streaming network, and is the founding director of Drawdown Stories, both of which we get into during this conversation.Prior to his work at Project Drawdown, Matt was the global community lead for NASA’s International Space Apps Challenge, the world's largest global problem-solving hackathon, engaging over 100,000 people across more than 150 countries. He’s also worked with the Australian Government, Pivotal Ventures by Melinda Gates, USAID, the United Nations, Nike, Walmart, and the Obama White House. Amongst other things, Matt and I discussed the power of spotlighting climate solutions and the people working to implement them, how telling such stories can propagate hope and action, and the importance of passing the mic to diverse voices that often go unheard, as well as what happens when we don’t. Additional links: Submit your story to the Global Solutions Diary!Explore Drawdown StoriesGet to know Drawdown’s NeighborhoodWe can’t end the climate crisis without “passing the mic”Project Drawdown homepageYou can follow Matt on X, Instagram, and LinkedIn.

This episode features a conversation with communication designer, researcher, and semiotician, Dr. Laura Santamaria. It was recorded in January 2024.Laura’s work focuses on developing insights and methodologies for influencing paradigm change towards social and environmental justice. And her passion lies in empowering organisations and professionals with the necessary tools to achieve such change.With over two decades of experience in brand strategy, design innovation and cultural research, she has honed her skills across a wide array of sectors, including finance, consumer goods, fashion, charities, and startups.Laura is currently Research Lead at the Royal College of Art’s School of Communication, while continuing her work as an independent consultant in the private sector.Amongst other things, Laura and I discussed how humans, whether as individuals or in communities, construct meaning, how meanings can become appropriated or changed over time, and why deep contextual knowledge is vital to understanding how climate messages might be received by given audiences.Additional links: Laura’s paper entitled, “Seeing the Invisible: revisiting the value of critical tools in design research for social change”.Another good one entitled, “It’s All About Con[Text]: A Design Semiotics Approach for Managing Meaning-Value in Innovation Processes” from Marketing Semiotics: A Research Guide for Marketers at the Edge of Culture.The Words that Work guide, which Laura contributed to and is a great read.Plus a fascinating paper Laura shared from Wolsko, and colleagues, entitled, “Red, White, and Blue Enough to Be Green: Effects of Moral Framing on Climate Change Attitudes and Conservation Behaviors.”And some additional insight from Jane Bryson, from 2008. “Dominant, Emergent, and Residual Culture: The Dynamics of Organizational Change.”

This episode features a conversation with psychologist, Markus Appel. It was recorded in November 2023.Markus is professor of media communication at the University of Würzburg, Germany. His work sits at the intersection of psychology and communication science, with major research areas including life in the digital age, media and reality, and, most pertinent to our conversation, narratives and persuasion. Amongst other things, Markus and I discussed the ability of stories to impact people’s attitudes and behaviours, what makes some stories more persuasive than others, and some caution that communicators should keep in mind when using the powerful tool that is storytelling.Additional links: Markus’ websiteAccess Markus’ research into narratives and persuasion hereAn example of education entertainment in Ethiopian radio soap operasThe McKee Triangle of story structures

This episode features a conversation with game designer, Matt Leacock. It was recorded in January 2024.Matt is best known as a designer of cooperative games, including Pandemic, Pandemic Legacy, Forbidden Island, and Daybreak. Pandemic, first published in 2008, has sold over 5 million copies worldwide and is available in over 30 languages. Matt’s latest game, Daybreak challenges players to stop climate change. Amongst other things, Matt and I discussed the role of play in learning, the ways that games can help people understand and model complexity, and how increased interactivity can deepen audience engagement on climate issues.Photo by Owen Duffy.Additional links: Daybreak websiteDaybreak gameplay videoMatt Leacock websiteWashington Post climate warming guessing game

This episode features a conversation with Florencia Lujani, Strategy Director at ACT Climate Labs. It was recorded in November 2023.With over 15 years’ experience working at a slew of top creative agencies, Florencia is an expert in brand strategy, creative planning and ideation, as well as in consumer and cultural insights. She has developed strategies and creative campaigns for globally recognised brands and non-profits like YouTube, Friends of the Earth, KitKat, Greenpeace, Chelsea football club, O2, the Olympic Games, and many more. In her role at ACT Climate Labs, Florencia now supports climate organisations reach a new audience called “The Persuadables,” who are considered key to increasing public support for climate action. Amongst other things, Florencia and I discussed the latest research conducted to better understand the persuadables, the ways that information we’re exposed to shapes our perceptions of the world, and lessons that those working in the climate space could learn from marketing and advertising.Additional links: Visit the ACT Climate Labs websiteAccess the latest Persuadables research hereRead more about the Persuadables here

This episode features a conversation Funmibi Ogunlesi, interim Head of Messaging at NEON, an organization working to accelerate social movements through training, relationship building, incubation, and infrastructure support. It was recorded at the beginning of November 2023.In her role, Funmibi supports the likes of campaigners and activist groups in communicating their issues with effective frames and powerful messages. She was part of the Framing Climate Justice project and was one of the writers of the Climate Justice guide. She’s since gone on to write guides for COP, including on Loss and Damage. Amongst other things, Funmibi and I discussed the impact that different framing strategies can have on people’s perception of an issue, why pointing the finger at those responsible for the harms around us is essential, and how doing so can combat fatalism and help give people agency to act.Additional links: Visit the NEON websiteThe Framing Climate Justice projectThe Climate Justice guideFind more info about ULEZ hereExplore the Green New Deal Rising campaignWatch the recording of “Attack, Engage or Ignore? The role of ‘the enemy’ in climate narratives” here

This episode features a conversation Nick Oldridge, co-founder of Climate Science Breakthrough, a project working to translate the hard data of climate change into emotional, shareable, and actionable formats. It was recorded in November 2023.Nick is an advocate for climate awareness and is an ambassador for Zero Hour, a campaign in support of establishing the UK’s Climate & Ecology Bill. He dedicates himself to narrowing the divide between the general public and the complexities of climate science. Nick applies his background in marketing to his work in environmental advocacy, bringing this experience to bear in his efforts to convey intricate climate issues to a diverse audience.Motivated by a pressing need to broaden the public's grasp of climate science, in 2023, Nick co-founded Climate Science Breakthrough alongside climate communications lab, Utopia Bureau, and is focused on initiating a societal transformation that accelerates climate action. Recent videos in the Climate Science Translated series include contributions from comedians Jonathan Pie, Nish Kumar, and Jo Brand.Amongst other things, Nick and I discussed the rationale behind Climate Science Breakthrough’s work bringing together climate scientists and comedians to create viral climate content, what makes comedians a useful vehicle for this kind of information in the first place, and the value that marketing minds can bring to the climate context. Additional links: Watch the latest videos from Climate Science Breakthrough on YouTubeVisit the Climate Science Breakthrough websiteFollow the project on Instagram or Twitter.