Despite representing one of the most pressing issues of our time, climate change activism has failed to capture widespread public attention to same degree as other movements. As Time journalist Justin Worland notes in an article last December, government investments like the Inflation Reduction Act (IRA) would seem to indicate greater public concern about addressing climate change, yet many voters and politicians do not consider it a compelling talking point for political campaigns or even everyday conversations. Climate change has a PR problem, necessitating the development of bold, fresh strategies to increase awareness of this issue in the mainstream.
The Messaging Gap
For better or worse, job creation remains an effective starting point when discussing climate policy; most people care about jobs because of their tangible effect on our daily lives. The Biden administration has leaned into this message with some success, touting the IRA’ s potential to generate millions of green jobs, but many Americans still do not even know what the IRA is. This gap in understanding highlights a glaring issue: climate policy is not reaching people in a relatable, digestible way. Specifically, the political noise and technical jargon surrounding climate initiatives often alienate the average person. If people do not understand how these policies impact their lives, how can we expect them to care or take action? This is where public relations comes into play: climate change needs a PR makeover.
The Power of PR in Shaping Narratives
Corporations and interest groups have effectively used public relations strategies to minimize public concern about climate change; by framing climate science as uncertain, they have successively delayed policy changes and sown doubt. As a result, a large portion of the public remains disengaged from an issue that actually threatens their future and that of their children. Even as PR can be used to downplay the severity of the climate crisis, it can also be used to turn things around. Effective storytelling, relatable messaging, and strategic media outreach can bridge the gap between scientific solutions and public understanding. PR is not just about spinning narratives but creating connections and motivating people to care.
Climate Change and Pop Culture
If we want climate change to enter into everyday conversations, we need to embed it into the sociocultural fabric. This means going beyond press conferences and white papers to leverage the powerful communication tools of pop culture. To name just a few possibilities:
- Spanish Novelas with Climate Themes: Imagine a gripping telenovela in the style of Cuna de Lobos or Doña Bárbara, in which the central plot revolves around a family dynasty grappling with a climate-induced drought. Weaving climate issues into their narratives could spark dialogue within the massive audiences that these shows attract.
- More Films like Don’t Look Up: Satirical films like Don’t Look Up helped mainstream climate discussions, even if temporarily. We need more films that tackle climate change in relatable, dramatic, and even humorous ways to capture public attention.
- Bad Bunny’s Miami Anthem: Picture Bad Bunny dropping a hit single about rising sea levels in Miami, complete with a visually stunning music video. The massive influence of artists like Bad Bunny could help drive awareness in ways traditional campaigns cannot.
- The Kardashians and Jenners Discussing Climate Issues: Whether you love or hate them, the Kardashian-Jenner family has unmatched social media reach. Imagine them casually talking about sustainable fashion or rising temperatures on their reality shows and social channels—such ideas would reach millions of people instantly.
Why Doesn’t the IRA Have a Social Media Presence?
One glaring issue with the IRA is its lack of visibility on platforms where people spend most of their time—namely, Instagram, TikTok, and YouTube. A well-executed social media campaign could:
- Provide news and updates in a visually engaging format.
- Share real-life stories of people benefitting from green jobs.
- Convey key messages through humor, influencers, and viral challenges.
If brands can build entire identities around social media content, why can’t we do the same for climate policy?
Making Climate Politics Relatable
Across the globe, governments and NGOs have invested billions in climate initiatives, but the message isn’t reaching everyday people. This disconnect shows the need to meet communities where they are, especially using lessons from successful grassroots movements. We need to take a page out of successful grassroots movements by meeting people where they are:
- A Climate Change Bus Tour: A mobile campaign featuring a zero-emission bus tour visiting communities could help spread tailored climate information, as well as host events, workshops, and celebrity appearances to draw crowds. Think of it as a modern-day revival tour but for climate awareness.
- Localized Messaging: Every community has unique concerns. For example, a coastal town will tend to care more about sea level rise, while a farming community may be more concerned about droughts. Messaging should be adapted to reflect those local realities.
Lessons from Successful Campaigns
We can take inspiration from the precedent set by large-scale campaigns that changed public perception of major issues:
- The Anti-Smoking Campaign: For decades, public health officials have partnered with media and celebrities to drastically reduce smoking rates. They used clear, relatable messaging highlighting the personal impact of smoking.
- Seatbelt Safety: The “Click It or Ticket” campaign effectively turned seatbelt use into a social norm through relentless advertising and simple messaging.
- The ALS Ice Bucket Challenge: This viral grassroots campaign has raised millions of dollars, proving that creative, relatable approaches can rapidly boost awareness and fundraising.
These campaigns succeeded by making their messages personal, visual, and omnipresent, and climate change needs the same treatment.
Climate change is not just an environmental issue—it is an economic, social, and cultural one. We need bold, unconventional communication strategies that draw on pop culture, social media, community engagement, and creative storytelling to bring climate change into everyday conversations and achieve real progress. We must stop treating climate change as a niche policy issue and start treating it as the cultural movement it needs to be. The solutions are out there, but people will not support them if they cannot understand them. Fixing the PR problem is one way we can contribute to saving the planet.