Knowledge Report

Why human stories always win

We’ve now tested the effectiveness of hundreds upon hundreds of climate change messages, and if you were to zoom in on the content that consistently outperforms, this is what you’d see…

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We evaluate and dissect every message

We look at every message to understand why it works, who it moves, and how it can work better. And we share that knowledge with other communicators so our stories can create faster climate progress together. See our latest reports and message guides below, and stay up to date on our learnings by subscribing to our monthly newsletter, That’s Interesting.

Discover hundreds of insights on messages, audiences, messengers, and more.

Volcano
Reports

Unnatural disasters: resource hub

Free content to save and share, including our latest narrative guidance, downloadable unbranded content, informational campaigns & additional resources.
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Tools

Later is too late: global data explorer

Go inside the data behind Potential Energy’s report on the messaging that accelerates climate action in the G20 and beyond.
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Electric Vehicles
Guides

The road to clean

Continued investment in electric vehicle (EV) programs depends on broad public support. While EV sales have been accelerating dramatically, perspectives…
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Reports

Global Report: Later is too late

We carried out one of the broadest and most comprehensive global message testing studies conducted on climate change — covering…
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Guides

Talk like a human. Save the world.

After four years of looking at the data, we’ve identified patterns of what works (and what doesn’t) in climate change…
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That's Interesting

Top questions about our global report

Earlier this month, we had the opportunity to present our global research briefing, “Later is Too Late,” to over 800…
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