It’s not easy being green: Climate Communications lessons from a science teacher a business school professor and a (different) frog

We can all remember an inspirational teacher who brought a subject to life, and another who bored us to near death. The difference? People don’t remember what you told them; they remember how you made them feel.

My first science teacher, Mrs. Walsh, was a bit of both. In her late 60s, her delivery of lessons was slow and ponderous, making science one of the least popular classes, unless it was experiment time. There was something about a Bunsen burner, a chemical reaction or a dissection that brought a spark to her eyes and a smile to her lips, and one such class taught me a lesson I have never forgotten.

In one biology class we were dissecting cow hearts, another examining sheep brains, and in another still we were studying the anatomy of frogs. Most of our study subjects arrived courtesy of a local butcher. However, the frog came directly from the school pond. We all wondered how Mrs. Walsh would manage the delicate task of shuffling the frog from its moral coil without damaging the organs we needed to examine. Enter the Bunsen burner and a pot of cool water. You probably know where this is going: the frog sat contentedly as the water slowly heated, eventually dying without so much as a hop of protest.

At the time, I considered this as a lesson in the dangers of sitting in your comfort zone, of being complacent and missing the threats of a changing world. Now, I wonder, would it have made any difference if the frog knew what was coming?

Why Science Hasn’t Won the Argument

The Knowledge Deficit Model suggests that if people have enough information, they will make better decisions. Under this model, people haven’t acted on climate change simply because they don’t have enough information. In other words, the general public are in some senses empty vessels suffering from a deficit of scientific knowledge waiting to be filled with the wisdom of the scientist before taking action on a topic. I am sure you can see the issues here but despite there being no evidence in its favour, scientists persist in communicating in an information deficit style.

It is an easy trap to fall into, I like very many well-meaning others, have spent countless hours researching and sharing the latest climate science, believing that facts would win the argument. However, I thought the battle was won when the American Association for the Advancement of Science issued their 2014 statement on Climate Change :

"Based on well-established evidence, about 97% of climate scientists have concluded that human-caused climate change is happening."

I was wrong. That was a decade ago and emissions keep rising. The science is conclusive, It seems the facts aren’t enough.

Climate change is only one visible symptom of humanity's troubled relationship with nature. CO2 is far from the only way we’re harming our planet. It’s just the most prominent crisis, as Mother Nature increasingly demands it gets attention. Addressing the crisis that is being caused by climate change and the depletion of our biodiversity means addressing how we live, work, and play. Everything must change, everywhere and all at once.

The reality is, most people don’t deny climate change. They just lack the motivation to act. Some feel powerless in the face of such a massive issue. Others are frustrated by political systems or don’t believe that systemic change is possible. And many simply don’t like change, especially if it threatens comfort, wealth or sense of identity.

The power of polarisation

Most people don’t identify as environmentalists. Sure, we all care about clean air and water, but identifying as “green” can feel foreign. Many assume that to care about climate, you need to give up your job, live off the grid, eat tofu—you get the idea. The trope that environmentalists are coming for your car or your burger is common, as is the idea that climate action will have us all living in caves.

All of which intentionally makes climate action feel uncomfortable or alien to our sense of self even if we understand the science. People hold tightly to their identities, and we don’t like being told that who we are isn’t enough. Divided we stand no chance of bringing the change our planet requires.

This challenge extends beyond politics; no meaningful change can occur in a world where "the other" is viewed as an enemy. We need to engage with people where they are and recognize that we have more in common than we often acknowledge. At our core, humans share a deep connection to our planet. We all experience a sense of tranquility under the sun, wonder at nature's beauty, and find peace in forests or by the sea. We care about the well-being of children and the younger generation in our communities. It is a rare person indeed that intentionally wakes up with the goal of destroying the planet.

Framing the Message

How can we address the disconnection fuelled by deliberate disinformation and discord? Given how different people are, there is no silver bullet that will motivate everyone, but you might be able to find a silver buckshot. A range of messages for different audiences based on your own experience. Your mission, should you choose to accept it, is to connect climate change to what matters most to you. Then, find people in your world who share that passion and start the conversation.

To prompt action, messages should focus on goals people want to achieve or on problems they want to avoid. Find common ground with friends, neighbors, coworkers, acquaintances, or teammates. Connect who they are to climate change by relating it to something they already care about. Everyone has skin in the game when it comes to climate change. How does it affect your pets, your morning coffee, your golf game, or the industry in which you work? Think about how climate change impacts the things you care about, then share your story with those who share your interests.

Triggering the ‘Oh Sh*t’ Moment?

Communication is the story we tell ourselves about the world. It’s how we make sense of what’s happening around us. One of the biggest questions we all face when having a conversation on climate is do we tell a story of doom, or do we tell a story of challenge and opportunity—one that unites us in taking action?

Here I am reminded of the words of Prof Donal Crilly in the latest episode of the podcast, that if our conversations on climate change are “purely fatalistic then what we find is that stakeholders give up and simply say, well it's bound to happen and so we don't need to take action to resolve the issue”.

Scaring people tends to be ineffective, fear shuts down empathy and forward-thinking. It triggers our fight-or-flight instincts, making us more selfish and reactive. But hope opens the door to empathy, generosity, and collective action. We need to show people the value of change, demonstrate the outcomes we can achieve, and highlight the positive vision for the future.

Change can be frightening because it often feels like a threat. But we need people to understand that change can be positive and desirable. Hope is the idea that tomorrow can be better than today if we take action now.

Everyone’s story is different, and everyone is influenced by different things. Instead of being prescriptive, we need to focus on personal discovery and reflection. Our brains are wired to focus on what’s wrong, but we must shift to emphasize what’s possible.

Let’s move from being reactive to being proactive. Instead of fighting what we’re against, let’s promote what we’re for. The more we talk about positive alternatives, the more we create a vision people want to be part of.

The need for Positive Activism

If our goal is to feel good about ourselves, shaming others might work. But if our goal is to change the world, we need to find a different approach. We need to create a mindset of empathy and connection. Let’s shift from highlighting problems to showcasing solutions. Just as the Pride movement moved from focusing on discrimination to celebrating love and inclusion, we need to reframe environmentalism from loss to opportunity.

We don’t need more victim narratives; we need stories of human strength and agency. People need to see themselves as part of the solution, not powerless victims of climate change. Let’s tell better stories and inspire people to join the journey. The road is long but the future is not yet written, if we bring others along with us we can bring society to a tipping point where we collectively say NO to business as usual, instead demanding decisive climate action.