Talk like a human.
Save the world.

Discover practical lessons on how to communicate climate change with more human, effective language

Climate change has a marketing problem. People don’t understand it, therefore they don’t care about it as much as they should. And since the people don’t seem to care, climate change gets deprioritized.

But we can solve this problem.

Through extensive message testing, Potential Energy has compiled our top suggestions on how to better communicate the threat of climate change, encourage people to demand action, and inspire them by the progress we’re already making. This climate messaging guidance is designed to make the issue feel clearer, more relevant, and more motivating.

Who is this for?

It is indeed hard, if not impossible to create one guide that works for all people. That is the trick to climate communication – different people see the world in different ways and will have different reasons to care about the issue. But we do feel that there are some overarching rules that can broaden the tent beyond the one in four people today who are very worried and engaged on the issue. This language guide is designed for the big group in the middle, for whom we need to make climate change more relevant and urgent. It offers practical lessons for anyone trying to communicate climate change in a way that feels more human and immediate.