For most of us, climate change has always been a story told in extremes – melting glaciers, raging wildfires, cities submerged in floods. These are powerful images, but do they inspire action or just leave us feeling overwhelmed? The urgency of the crisis is real, but is fear the best way to motivate change?
For years, the dominant narrative around climate change has focused on catastrophes. Studies show that media coverage disproportionately emphasises climate disasters over solutions. For example, a study by the Reuters Institute found that climate news is often presented through the lens of destruction and crises rather than adaptation and positive action. While acknowledging that the scale of the problem is crucial, we argue that constant exposure to fear-driven messaging can lead to eco-anxiety – a sense of powerlessness in the face of a problem that is too big to solve. A recent article in Nature highlights how this can lead to people wanting to disengage rather than feeling empowered (Pearson, 2024).
But does climate change mean the same thing to everyone? A heatwave in Europe, a flood in Pakistan, and a drought in East Africa are all climate disasters, but their consequences and urgency vary by region. While one region battles rising sea levels, another faces desertification. Climate change is not just an abstract global issue—it has deeply regional consequences, affecting livelihoods, migration, and economies in ways that require localised solutions and narratives.
What if we complemented the crisis narrative with a narrative that, instead of relying solely on fear, also harnesses hope and possibility to drive action?
Why do we need a more nuanced narrative
Hope does not mean turning a blind eye to the realities of the crisis. It means shifting the focus to what is working – stories of people and communities creating solutions. In Kenya, farmers are using AI-driven tools to predict rainfall patterns and make agriculture more resilient to climate change. In India, the city of Indore has transformed its waste management system, becoming one of the cleanest cities in the country. In the Netherlands, floating solar farms are generating clean energy without using up land. These examples show that change is not only possible but already happening. When we highlight such initiatives, we inspire others by showing that their actions matter too.
However, climate change is not a one-size-fits-all story. Its impacts vary across countries and even within regions. For some, it means more frequent floods. For others, it leads to prolonged droughts, declining productivity, or even the loss of life and livelihoods. This regional dimension makes the way we communicate climate change even more important. It is not just about what is currently happening, but also what may happen, and most critically, what can be done to address these situations. Clear, locally contextualised communication can build stronger awareness, shape action, and help direct resources to communities that need them the most.
At the same time, we must recognise the broader responsibility for change. While the biggest economies have the resources to lead large-scale transformation, every country, community, and individual has a role to play. Grassroots efforts – like coastal communities in the Philippines restoring mangroves to combat rising sea levels – are just as important as national policies or corporate commitments. In Bangladesh, floating schools and farms are adapting to rising waters, ensuring that education and food security remain uninterrupted despite climate extremes.
This is where storytelling becomes essential. Facts and data inform us, but human stories are what truly move us. Research in behavioural science suggests that people are more likely to act when they see relatable examples of others making a difference. Climate communication must do more than just report on disasters – it should contextualise regional challenges and highlight achievable solutions that empower local communities.
Campaigns like the UN’s ActNow initiative highlight real-world sustainability efforts, making solutions tangible and accessible. Similarly, BBC’s Follow the Food series showcases innovative agricultural solutions worldwide – like vertical farming in Singapore and regenerative farming in Africa – demonstrating how sustainable practices are already transforming food systems. Another powerful example is National Geographic’s Planet Possible, which shares inspiring stories of individuals and communities driving meaningful environmental change. By making complex climate solutions relatable, such storytelling inspires action on a broader scale.
Shifting the conversation from problems to possibilities
Real change happens when people believe they can be part of something bigger. That belief starts with hopeful conversations – ones that combine facts with optimism, science with imagination. Instead of just asking “what’s wrong?”, we need to start asking “what’s next?” What if we started seeing climate action as a chance to build cleaner cities, create new green jobs, and ensure a better quality of life for future generations?
The climate crisis is a defining challenge of our time, but it’s also a rare chance to reimagine the world we want to live in. It could be an opportunity to build a more just, sustainable, and hopeful future – one story at a time.
By Junisha Kaul, Media & Communications Specialist at Climate & Sustainability Initiative (CSI). Views expressed are personal.
References
Ejaz, W., Mukherjee, M., & Fletcher, R. (2023). Climate change news audiences: Analysis of news use and attitudes in eight countries.
Pearson, H. (2024). The rise of eco-anxiety: scientists wake up to the mental-health toll of climate change. Nature, 628(8007), 256-258.
