We then discuss findings from recent research on communication strategies that suggest an effective way forward-namely, that much remains to be done through appropriate framing of the issues for diverse constituencies that have not been effectively reached. We focus on the United States, because of its high-emitter status and consequent influence on attitudes about climate mitigation worldwide. In this chapter we briefly review the information that supports these statements, and summarize the key pathways of communication about climate change that have prevailed so far, including where they have been successful and where they have fallen short. Reaching these individuals with the right information in the right way offers great opportunity to boost societal awareness and effect necessary change. The good news, however, is that most people-for example, around 60% in the United States-have not yet made up their minds about the need to fix the climate problem. Put another way, only if the majority of the global society sees the need to mitigate climate change, and the feasibility of doing so, will decision-makers be able to enact the policy changes needed to jumpstart a global energy transition.
Even if high-level decision makers want to put in place the policies, incentives, and ready-to-be-deployed technologies required to reduce greenhouse gas emissions, they are unable do so to the extent needed because they have to answer to their constituencies. This general lack of recognition about the magnitude of climate disruption and the urgency of dealing with it is slowing down the process of implementing solutions. What is more, in many parts of the world, at most 35% of adults have even heard of climate change. Despite the efforts of many journalists, scientists, educators, and politicians to convey the science behind and urgency of climate disruption, about a third of Americans still deny that climate is changing or that humans cause it, and nearly 60% feel that climate change is not a problem serious enough to affect them. Currently most people in the world do not believe that climate change is worth doing anything about, if they have even heard of it at all. More and better communication about climate issues is needed so people will mobilize solutions.
The key message of this chapter is that solving the climate problem will require motivating social and behavioral changes through effective communication.
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