Scientists agree that global warming is accelerating and that we’re not doing enough to address it, but how we talk about it matters just as much as the facts themselves, according to a report published by a team from the University of the Basque Country, Spain.
Ángela Alonso-Jurnet has spent time studying how climate change is discussed across social media platforms like TikTok, X, and Instagram, as well as in digital news. It turns out that the way we communicate about climate could make or break our ability to actually do something about it.
One of her key findings is simple but powerful: stop leading with doom. “It is very important to discuss the climate crisis not in terms of its consequences, but rather in terms of possible solutions,” said Alongso-Jurnet. When people feel overwhelmed or helpless, they switch off. A large number of users already avoid climate news precisely because it makes them feel like nothing they do could possibly help. The fix is to talk about what can be done, including real actions taken by real communities, so people feel like they have a role to play.
Alonso also stresses the importance of “ensuring that people who consume this digital content feel that there is a community behind it, through interaction, common themes or the creation of a shared narrative.” When people feel connected to others working on the same problem, they’re far more likely to stay engaged.
Surprisingly, the author found that the simply “how to recycle” or DIY videos on TikTok actually work. “Content offered in the form of the lifestyle narrative, which at first glance may seem superficial, such as ideas for recycling or DIY ideas, actually provoke discussion based on solutions or advice, through comments and interaction among users,” Alonso explained. These bite-sized, practical posts spark real conversations and get people thinking about changes they can make.
Numbers and charts have their place, but they rarely move people to act. Alonso points to the power of visual and narrative formats that tap into how people actually feel. “Formats that connect with the emotions. The visual and narrative languages of the digital environment promote empathy and the engagement of the general public,” noted the researcher. Stories about people and places are often more persuasive than statistics.
One of the more uplifting findings from her research was that “despite the deeply worrying scenario presented by the climate crisis, the scientific community, despite everything, is always very proactive; very optimistic, even.” That optimism deserves a bigger platform.
“Communicating in the digital age requires striking a balance between rigour and emotion, between the urgency of the message and the need for hope,” said Alonso. “Today more than ever, communicating climate change is not just about disseminating data; it is about constructing meaning, offering tools for understanding and action, and opening up spaces for dialogue and empathy. Social media, short videos and transmedia content can become powerful allies if used creatively and responsibly.”
In short: be honest about the problem, but always bring people back to what they can do about it.