Climate communication should spark hope, especially among young people

Public narratives around the green transition often focus on costs, burdens and trade-offs. While it is important to be transparent about the various impacts of the green transition, an emphasis on negative effects or sacrifices can lead to resistance, anxiety or apathy, particularly among young people. Nordregio’s research shows that many young people are deeply concerned about climate change but often feel powerless.

Effective communication about the green transition should be transparent about challenges but also highlight progress, co-benefits and shared goals. It should use accessible language and use channels that reach different audiences. For young people, this includes schools, social media and peer networks.

Public narratives around the green transition often focus on costs, burdens and trade-offs. While it is important to be transparent about the various impacts of the green transition, an emphasis on negative effects or sacrifices can lead to resistance, anxiety or apathy, particularly among young people. Nordregio’s research shows that many young people are deeply concerned about climate change but often feel powerless.

Effective communication about the green transition should be transparent about challenges but also highlight progress, co-benefits and shared goals. It should use accessible language and use channels that reach different audiences. For young people, this includes schools, social media and peer networks.

Quotes from stakeholders
Source: Quotes are taken from focus group discussions conducted by Nordregio in 2023.

Another strategy to spark hope and engagement is to develop and communicate positive, realistic visions of a sustainable future. These visions should be co-created with diverse stakeholders, including young people, and highlight tangible improvements to quality of life, such as better public transport, cleaner air and access to meaningful green jobs.

Youth representatives involved in Nordregio’s projects emphasize that such visions should also counteract “climate delay” narratives that frame climate action as too costly or overly complex. A joint vision can also be used to inspire and motivate green transition policies and initiatives.

Another strategy to spark hope and engagement is to develop and communicate positive, realistic visions of a sustainable future. These visions should be co-created with diverse stakeholders, including young people, and highlight tangible improvements to quality of life, such as better public transport, cleaner air and access to meaningful green jobs.

Youth representatives involved in Nordregio’s projects emphasize that such visions should also counteract “climate delay” narratives that frame climate action as too costly or overly complex. A joint vision can also be used to inspire and motivate green transition policies and initiatives.

Communicate that change is possible, achievable and desirable, and emphasise that everyone has a role to play in making the green transition a success.

Quotes from stakeholders
Source: Quotes are taken from focus group discussions conducted by Nordregio in 2023.

Communicate that change is possible, achievable and desirable, and emphasise that everyone has a role to play in making the green transition a success.

Sánchez Gassen, N., Rohrer, L., Berlina, A., Ögland, L., Tapia, C., Cavicchia, R. & Lundgren, A. (2024).  Nordic toolbox for a just green transition. Nordregio Report 2024: 21, Stockholm: Nordregio. DOI: 10.6027/R2024:21.1403-2503.