Reframing Or Responding to Climate Denial Won’t Save Us, Telling a New Story Might

As reports have shared, public climate change information is being tampered with and erased in strange and disturbing ways. But the climate storytelling crusade ain’t over till RFK Jr. sings, and could be well on its way to a second act faster than President Trump and Elon Musk can engage in an ego fragility faceoff.

By executive order, the Trump administration terminated the National Nature Assessment, a comprehensive federal study evaluating the state of U.S. natural resources and their benefits to society. Countering this move, according to the New York Times, experts who worked on the report are coming together to figure out how to finish and publish it outside the government. Additionally, in the face of disappearing environmental data on federal websites, multiple organizations have stepped up to safeguard critical information, including the Environmental Data and Governance Initiative (EDGI), Public Environmental Data Partners, Data Refuge, and the U.S. Global Change Research Program (USGCRP).

While these responses and preservation tactics are giving us hope, there’s no time to waste on getting in front of the doom scroll machine. Below are five storytelling tips for those of us who want to take the opportunity to build a new climate discourse—rather than simply reinsert, respond to, or reframe the old one.

Focus More on Being the Main Character instead of Being the Fact Police

The 2016 presidential election and the COVID-19 pandemic showed us just how crucial fact-checking is in an era of misinformation. Research confirms that misinformation spreads six times faster than factual news, and once a false belief takes hold, correcting it is incredibly difficult. So, we absolutely need to do what we can to correct false or misleading statements about climate change, foreign aid, water management, social security, and several other issues that are making many brains across America explode. But fact-checking alone isn’t enough. People don’t change their minds because they got fact-checked into submission. They open up to different perspectives when they see themselves in a new story.?

Studies in cognitive science and behavioral psychology show that people are more likely to shift their views when they feel emotionally connected to an idea, rather than when they are simply presented with data. The "backfire effect"—a well-documented phenomenon—reveals that when people are confronted with facts that challenge their deeply held beliefs, they often double down instead of reconsidering. Instead of seeing facts as neutral information, they interpret them as an attack on their identity, making them even more resistant to change.

So if we want to move people, we can’t just throw data at them like darts and hope something sticks. We need to tell stories that make them feel something. Stories where people struggle, learn, and grow. Stories where people like them—people they trust—experience a transformation. That’s how narratives shift.

Make Justice Feel Inevitable, Not Just Necessary

Climate deniers are making their dystopia feel unavoidable. Trump consistently downplays climate change while positioning climate policies as a direct threat to jobs, business, and the American way of life. His rhetoric paints a dystopia where radical environmentalists want to take away your car, shut down factories, and force you into poverty.

Climate entrepreneuers need to make justice and the clean energy future more inevitable. That means shifting from “We should do this” to “This is happening.” Instead of saying, “We need to move away from fossil fuels,” say, “The clean energy revolution is already here—are you coming or nah?” Instead of saying, “We have to fight for voting rights,” say, “Millions of people are rising up to protect democracy. Movements motivate people, and a deep sense of belonging is one hell of a drug.

Ditch the Defensive Posture—Go on Offense

When they say, “Climate action will kill jobs,” we don’t have to waste time playing defense. Instead of refuting their claims, we can flip the narrative entirely. The reality is, fossil fuels are already shedding jobs due to automation, market shifts, and economic instability, while clean energy industries are creating opportunities at an unprecedented rate. Why argue on their terms when we can set our own? When they say, “EVs are woke nonsense,” say, “Funny how the ‘party of innovation’ is afraid of American-made cars.”

The key to shifting public opinion isn’t just disproving misinformation—it’s making the alternative feel inevitable and exciting. If we only react to misguided arguments, we stay stuck in a loop of legitimizing their framing. Instead, we can push a vision that is bold, forward-looking, and rooted in real-world momentum. Rather than debate whether climate action is affordable, highlight how inaction is already costing communities billions in disaster recovery, lost productivity, and healthcare impacts.

Look Beyond the Usual Suspects and Elevate Unexpected Messengers

When people think of climate leaders, they often picture scientists in lab coats, high-profile activists, or celebrities with massive platforms. But some of the most persuasive voices come from those who don’t fit the traditional mold—small business owners investing in clean energy, farmers adapting to shifting weather patterns, teachers inspiring the next generation, and community elders who’ve witnessed environmental transformation firsthand. These voices carry weight because they are trusted within their communities.

We’ve seen how powerful unexpected messengers are. The 16 young plaintiffs in Montana, who took their state to court for violating their right to a "clean and healthful environment," didn’t just win a legal case—they changed the narrative about youth agency in climate justice. Likewise, conservative ranchers advocating for land conservation, or fishermen warning about ocean depletion, challenge the idea that environmentalism is a partisan issue. When climate action is championed by people who don’t fit the stereotype, it breaks down resistance, expands the movement, and makes the stakes feel personal rather than ideological. The key isn’t just finding these voices; it’s amplifying them.

Give People a Role They Want to Play

Nobody wants to join a losing team. If our story is just about suffering, sacrifice, and pushing a boulder uphill while billionaires retreat from their once-upon-a-time golden green mission, people will check out. We need to make the audience the hero. “You’re not just recycling—you’re part of the generation that saved the planet.” “Your vote isn’t just a civic duty—it’s standing up to the people betting on your silence.” People need to feel powerful, not just aware. We can write them a script where they get to win.

Bottom line?? Notable climate deniers are telling people, “You should be afraid, and we’ll protect you.” Our job is to say to people, “You should be excited, and you already have the power.”