Insights on the Effective Communication of Climate Change Messages

The final speaker in this ANZCA 2023 session is Kirsty O’Callaghan, whose interest is in the role of gender in effective climate change communication. The important role of women at the heart of climate action has long been recognised, but climate change communication must also be multi-dimensional and involve a diversity of voices – Greta Thunberg’s success in her climate advocacy demonstrates this.

However, there still is a lack of women visible in such debates, especially also in the context of Australia and Aotearoa. Does climate change communication only work with particular audiences under specific circumstances, and what is the role of the communicator’s perceived identity in this? The present study examines this through a critical interpretive approach, by conducting some 29 interviews with leading, mostly female, Australian and a smaller number of Aotearoa climate change communicators and administering a survey of some 370 predominantly Australian youths.

Early findings emerging from this work are that the gender of the communicator may not significantly influence the reception of a message; trust and effectiveness were more important, and communicator diversity tended to be seen as leading to more immediate local action. Effective communication strategies required simple and solution-focussed messages that were relatable and tailored to audiences; doom-and-gloom messaging that created uncertainty and overwhelm was seen as counterproductive. Collaborative and participatory solutions were especially welcomed.

Youth, in particularly, are increasingly alarmed about the impacts of climate change, and young people are now a key audience for climate change messaging; if they can be activated in support of climate action, this substantially shifts the overall societal debate and repositions climate change from a future problem to an urgent current issue. Youth generally hold scientists and environmental groups in high regard, and they also appear considerably more influenced by messages shared by women. This provides clear pointers for further action in communicating climate change messages effectively.