Focus Climate Communications On Hope, Not Fear

To work together effectively to address climate change, we ought to change the way we discuss it.

Almost every week, a new infographic circulates on Instagram Stories, often featuring bold text and a somber image, highlighting the worst impacts of climate change. Infographics and other communication efforts like these seem to be widespread on social media, news outlets, and in group chats. Although well-intentioned, this negative, emotion-based communication may be counterproductive to the climate action agenda by scaring people away from action rather than driving them toward it. 

Many climate communications today rely on using fear to scare the public into climate action. Guided by best intentions, this approach logically makes sense—we feel afraid, and want others to as well. In practice, though, this technique can have the opposite effect. When faced with overwhelming information or emotions, humans often disengage from and deny the information presented to them, as a form of fight or flight. If we do not think we can have a significant impact on the planet, we tend to stray from trying to make an impact at all. Additionally, as people continuously hear the same information regarding the harms of climate change, they gradually become desensitized to the information. Such a phenomenon, sometimes called Degradation Desensitization, reduces one’s willingness to engage in a movement sustainably.

Consequently, as of Fall 2025, 40% of people surveyed in the United States reported feeling “hopeless” about climate change. This statistic matters because an estimated 35% of men and 30% of women surveyed in 2022 report actively avoiding climate news, citing reasons such as an inability to make a difference and anxiety surrounding the issue. People need to be up to date on climate news to inform their decisions fully and understand the situation. We cannot afford to scare them away. 

Of course, climate change is an imminent threat that is inherently frightening and deserves recognition, but that does not mean the messaging surrounding it must be rooted in fear. Instead, there is value in shifting climate communication to highlight hopefulness and co-benefits. Messaging and advocacy that promotes hopeful attitudes toward climate solutions and our ability to create change is empirically associated with increased climate engagement and action. Similarly, advocacy techniques that highlight how people are actively taking action to address the climate crisis may support a sentiment of hope and community, further driving engagement. Logically, this idea makes sense: if people feel as though they can have an impact, they are more likely to engage, as opposed to if they believe all hope is lost. Hope is a critical tool to increasing personal resilience and inspiring change.

Moreover, climate advocacy should stray from solely discussing the scientific benefits of climate action and discuss co-benefits—non-environmental benefits of climate action. Reducing pollution and creating a greener world not only benefits our planet; lessened pollution also means healthier outcomes for Americans. Investing in alternative energy solutions creates hundreds of thousands of new jobs. Preserving forests protects beloved tourism spots. Research shows that such impacts can improve the effectiveness of climate messages. Additionally, a co-benefits approach can be valuable in governments, as policymakers can communicate climate policies in a manner that makes them more palatable to legislators, regardless of party. 

These climate communication lessons are especially important on Cornell’s campus, as many teens experience climate anxiety. With my peers, I have had multiple conversations in which I have relied on negative messaging to attempt to ignite action—I now realize this may have done more harm than good. Going forward, I want to shift the way I discuss the issue.  However, this change is more effective when many students take part. In regular conversations with fellow classmates, students should shift the way they communicate to highlight hope and co-benefits. The same idea applies to student advocacy groups on campus that address issues related to climate change, including Cornell Policy Group. Additionally, schools and organizations should increase their showcasing of students taking positive climate action. Highlighting progress on blogs or social media can help foster a sense of community around change and encourage others to partake in similar advocacy. By shifting the conversation surrounding climate change, students can more effectively spread awareness and drive fellow students into action. 

Whether it be at the kitchen table, in journalism, advocacy, or academia, the conversation about climate change needs to shift. Climate change is a real threat that we need to address, but advocacy efforts and discussions are better off rooted in hope and human experiences, rather than fear. If we want more mobilization towards the climate movement, we have to stop scaring people away from it.

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