How we communicate, not only what we communicate influences the reaction of our conversation partner —their readiness to change their mind, or even to change their behaviour. By taking this into account, in recent years we have changed the way we communicate about the climate crisis—for the better. This manual offers you both: It is a guide on how to communicate about this urgent matter, and it is a reservoir of facts and information that are »ready to use« for our readership.
For whom is this manual?
Worldwide, there is overwhelming public support for ambitious climate policies. Within Europe and beyond, an ever-growing group of citizens is acknowledging that global heating is a problem.
However, many of them still don’t see the climate crisis as a top priority—either because the impacts of the climate crisis on their own life and work are not evident to them, or because they fear the—alleged—social consequences of ambitious climate mitigation measures. This applies to thousands of progressive individuals working in trade unions, ministries of social affairs, city governments, media, and NGOs focused on social issues.
If you feel you belong to this group, then this manual has been written for you. You will find numerous arguments why global heating is not only an important topic for you to tackle from a »social« perspective, but also many examples of how social and climate policies can be linked— for the benefit of each and every one of us.
In recent years, the number of people enjoying a sustainable way of life, and highlighting the many benefits of such a behavioural change, has grown considerably. Activist groups such as »Fridays for Future« mobilised millions of people calling for more ambitious climate action.
If you are someone who has »already been won over«, you can use this manual to strengthen your arguments towards other members of our society.
How to communicate on the climate crisis?
Our manual is based on the best practices of climate communication:
First, each of the chapters opens, and concludes with a positive vision of a socially just and ecologically sustainable society. When talking about the climate crisis, it is essential to tell the truth—that we are facing global heating and a climate crisis, some would even say a climate catastrophe. However, we also have to take care that we do not overwhelm people and make them feel helpless in the face of those facts. Instead, we need to highlight that transformation is possible, that it is already happening the world over—and that this is a change for the better for all of us. This is why, wherever possible, we opted for a positive framing in this manual, and why we refer to a whole host of best practice examples.
Second, we focus on Central and Eastern Europe, showing that global heating is affecting each and every one of us, not only those living in the Global South—and that we all have the capacity to act. Instead of constantly showing pictures of polar bears, melting ice caps or complicated graphs, our focus is on us, the people facing this challenge. The main aim of this manual is to strengthen our feeling of self-efficacy.
Third, we are more likely to change our views and our behaviour if we feel that a certain challenge affects us directly, if we feel that we can make a difference, and if we feel that this change is in line with our core values. As progressive individuals, we have a lot of values in common: social justice, solidarity, equality and the wish for a liveable future for our children are convictions we all share. This is why we frequently refer to these core values throughout the manual.
Fourth, progressive individuals do not take structures for granted, but strive to deconstruct and change them. We reflect this in our wording, for example by speaking of citizens »being marginalised« (which is something society does), rather than of »poor people« (which sounds like a hard-to change fact).
And last but not least, we are careful not to play social and environmental concerns off against each other. The social and environmental challenges of our times have a common root cause—and the climate crisis is the most important social challenge of the 21st century. By focusing only on »one side of this coin«, social democrats can only lose, while presenting solutions aiming at both more social justice and ecological sustainability is a winning combination. Nevertheless, we take the often-heard concerns regarding ambitious climate policies seriously. We address these arguments in the »But what about…« sections at the end of each (sub-)chapter, offering an alternative view on how to make climate action socially just.