Science-Informed Climate Initiatives for Disengaged Audiences

How can small-scale climate initiatives most effectively address disengaged audiences? How can science-based information be best used to support climate communication? After examining the “disengaged” target audiences, this paper advises on the most effective climate communication: simple yet science-based. Its conclusions highlight the importance to focus on a single problem and desired outcome. 

Understanding the reasons for Disengagement

There are numerous reasons for disengagement from climate issues. While some people lack awareness of ecological crisis, others are pre-occupied with different concerns, ranging from lifestyle passion to financial worries. Some people’s distrust of politics may lead to doubts about their green messages. Many simply stay away due to frustration at their individual lack of impact on planetary matters. 

Projects need to identify whom they want to focus on. To understand the selected group’s specific concerns and attitudes towards climate action, the project should then include representatives to co-creation workshops.  Involving them in the project planning process will enable designing activities that will attract them. 

Engagement Strategies for different groups

There are many ways to align climate issues to other interests.​ For example, energy-saving workshops and subsidies can appeal to economically concerned citizens. ​Sustainable heritage tourism can attract culturally-interested groups. Community-based renewable energy projects can engage those distrustful of government by promoting energy independence and local empowerment. The example of a community garden project is elaborated with examples of activities and science communication content, including visuals.  ​

Science-Based Communication

As always, effective communication involves using clear, simple language that focuses on relatable and immediate impacts. Even science-based communication should avoid scientific, technical terms that only experts understand.  Messages should empower the audience by highlighting solutions, and individual’s contributions to them. There are numerous means to promote science-based communication. 

Through public lectures or webinars, climate scientists and other relevant experts can be given a voice for accurate and authoritative information in their field of expertise. ​Storytelling can connect climate science to personal experiences, while visual aids like infographics can make complex data more accessible. "Pre-bunking" anticipates objections and clearly explains what is known and unknown, also noting the provisional nature of scientific results. Science-based communication can also show the collective impact of individual behaviours, such as how widespread adoption of energy-saving practices can significantly reduce carbon emissions.