You can’t fact someone into caring.
Facts inform, but stories move. That idea came up often last week during discussions at The Villars Institute. The science is clear: our planetary systems are under immense stress. Yet, we’ve failed—dramatically—to communicate that reality in ways that resonate with most people.
The challenge is compounded by the worsening information ecosystem, growing polarization, and the rising trend of news avoidance. Against this backdrop, communication emerged as a common thread across nearly every Villars session, including the two where I spoke.
Much has been made recently of a Media Matters graphic charting influencers by political lean. It revealed that right-leaning influencers wield far greater reach than their counterparts on the left. A frequent response is that environmental advocates must build competing messengers. While that may be a worthy long-term goal, fragmentation on the left makes it costly and complex. Instead, I argued for a more pragmatic approach: co-opting influential voices with broad audiences and crafting messages that resonate beyond traditional lines.
To be clear, this isn’t about watering down the science or capitulating to bad actors. It’s about recognizing that shifting norms and building the political will necessary for change requires speaking to people outside our usual circles—sometimes through messengers they already trust.
Because in today’s world of parasocial relationships, the messenger can matter as much as the message.
Throughout the week, several principles surfaced around narrative-building to engage more people in the work of restoring nature:
- Audience matters. Messages must be shaped for who you’re trying to reach, not just who you wish they were. Meet people where they are.
- Approachability counts. Think of it as sitting down for a beer—conversation over confrontation.
- Action inspires. People want to do something. Make the pathway clear, and give them a role.
- Tone shapes response. Optimism—or at least neutrality—tends to be received more warmly than doom.
- Relatability wins. Use influential voices from within target communities. Speak local languages. Streamline the message.
So what does this look like in practice? For some, sustainability is best framed as peace and security. For others, climate action is nature protection. Resilience is a universal theme that can bridge divides.
Ultimately, our future well-being depends on getting this right. If we want people to care, we must meet them with stories that speak to their hearts—not just their heads.
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Some relevant graphics on climate change news consumption from the Reuters Institute’s Digital News Reports 2022-2024
