1 Differentiate according to audience

Identify how Align climate Understand how Appeal to

values shape messages with identity shapes people’s desire
climate your audience’s climate to be “good
engagement worldviews engagement people”

o One of the most important things climate communicators need to understand is that
climate communication is not a one-size-fits-all practice.
o People’s differing values (such as freedom, prosperity, or equality), identities (such as
being a mother or a businessperson), worldviews (such as thinking the world should be
egalitarian or hierarchical), and personal priorities (such as health and finance) all shape
how they respond and react to messages about climate change.
o For example, someone who values prosperity might be receptive to a message about
climate change that emphasizes how clean energy solutions can unlock new economic
opportunities for families. This same person, however, would likely be frustrated by a
message that emphasizes the need for sacrifice.
✓ Tip: Identify the values, identities, worldviews, and personal priorities of your
audience and craft communication strategies accordingly.
✓ Tip: Think about whom your audience trusts and respects and whether these
people can serve as messengers.

Put yourself in your audience’s shoes

Consider the following questions when thinking about audiences and the role that existing beliefs
and attitudes play in shaping how they respond to climate change.

> Who is your target audience?

> What relevant beliefs does the target audience already hold? What do you know about audience
members’ core values and worldviews? How can you help people recognize where climate change
solutions can line up with those values and worldviews?

> What identities do your audience members hold? Are they religious? Do they work on farms? Are
they single or married? Do they have children or grandchildren? Will reminding people of these
identities make them more or less likely to want to positively engage with climate change?

> What moral values do your audience members find most important? How can you frame your
message in a way that shows how doing something about climate change can help people put those
virtues into practice?

> Who does your audience trust and respect? Can any of these individuals serve as messengers for
a climate communication strategy?

CliCK on T is funded by Erasmus+ / Key Action 2 - Cooperation for innovation and the exchange of good practice -
Strategic Partnerships for adult education KA204 - 2019-1-IT02-KA204-062278