Why your choice of words might be stalling climate action
In short: Communications strategist John Marshall explores why standard terminology fails to spark urgency. This talk provides actionable linguistic shifts designed to help people intuitively grasp the gravity of the climate crisis.
The way we frame climate change directly shapes societal risk perception and behavioral resilience. Marshall argues that specific language adjustments—moving from abstract terms to more evocative imagery—can make the existential threat more accessible to the public.
Effective communication must be localized and inclusive. For instance, while Brazilians might focus on the Amazon rainforest, South Africans may prioritize economic development and infrastructure. To be successful, messaging must address specific socio-economic challenges, target vulnerable populations, and overcome obstacles like disaster fatigue, misinformation, and polarized attitudes.
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Sources
- Summary by Intellect · source: John Marshall: 3 strategies for effectively talking about climate change
- Also: Promoting effective and inclusive communication - Nature Climate Change
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